Did you know that 63% of people have clicked on a Google Ad at some point? Google ads appear above the organic search results; unlike SEO, you can see the results instantly.
If you’re a Shopify store owner looking to promote your products, setting up Google Ads conversion tracking on your Shopify store is your gateway to sales and success. Having said that, running ads on Google won’t exclusively bring you sales. There’s more to it.
You must collect visitor data, including their online behavior, key customer events, and conversions. Analyzing ad performance and optimizing it based on Google Ads conversion rate data is your ticket to increasing clicks, conversions, and, ultimately, sales.
You can achieve this by installing a piece of code in your store. This is called a Conversion Pixel. A Conversion Pixel lets you track conversions like purchases and add-to-cart, your visitor’s behavior on your store, and other key metrics.
In addition, if you notice traffic to your ads without corresponding conversions, it’s essential to consider the possibility of invalid clicks in Google Ads. Implementing a conversion pixel can help you track genuine user interactions and enhance your conversion rate.
This blog gives you detailed step-by-step instructions on how to install conversion pixels. You will also find out how to optimize Google ads, and we will discuss common issues you might come across along with solutions.
Let’s start.
Table of Contents
- Requirements Before Setting up Conversion Tracking
- Step-by-step Manual Process to Set Up ConversionTracking
- Step-by-step Process of Setting up Pixel Using AdNabu’s App
- Google Ads Conversion Tracking Apps For Shopify Store
- Verifying Google Ads Conversion Tracking On Shopify
- Common Issues & Resolutions
- Google Ads Conversion Tracking Not Working On Shopify
- How to Optimize Google Ads Campaigns with Conversion Tracking Data
- Conclusion
- FAQs
Requirements Before Setting up Conversion Tracking
Before we get to the good part, here are a few requirements to fulfill to proceed further.
Shopify store owners must have:
- An active Google Ads Account adhering to Google Ads Policies.
- An active ads campaign.
- Not banned from Shopify due to payment failures.
- Their Google account connected to an Ads account where they have an ads campaign ready.
There are two ways to set up Google Ads conversion tracking on the Shopify store:-
- Manual Process.
- Set up using third-party apps like AdNabu’s Conversion Pixel app.
Click here for the step-by-step process of setting up conversion tracking automatically.
Step-by-step Manual Process to Set Up ConversionTracking
STEP 1: Go to Google Ads Manager → Click on Tools & Settings → Under the Measurement tab →select Conversions.
STEP 2: Go to the top of the page and select ‘New conversion action.’
STEP 3: Here, click on Website.
STEP 4: Enter the website URL you wish to set up tracking.
STEP 5: Scroll to the bottom and select “Add a conversion action manually.”
STEP 6: A pop-up screen appears. You can fill in details about the event. Under the Value tab, select the ‘‘Use different values for each conversion’ option to track the pricing of all items and click ‘Save.’
We’re done with the major part of the process. We must still add the code and set up the Google tag code to complete the process.
When you click ‘Done,’ you’re redirected to this page below.
Now click on ‘Save and Continue.’
STEP 7: Click on ‘Set up’ and copy the Google tag code to install it on every page of your store. Paste this code in your notepad; we will need it later.
STEP 8: In another window, go to your Shopify store –> online store
STEP 9: Click on ‘Edit code.’
STEP 10: Open theme.liquid file. Place the Google tag code between <head> and </head> tags to apply the change to every page. If you installed a Google tag earlier, find it in the theme.liquid file and make edits to the code as suggested by Google Ads.
STEP 11: Click ‘Save’.
STEP 12: Go back to the Google Ads Manager window, to the page shown below, and click on ‘see event snippet.’
STEP 13: Select ‘Page load’ and copy the code.
STEP 14: Open another window, go to Shopify admin –> Settings –> Checkout.
STEP 15: Scroll to the bottom for the ‘Additional scripts’ section.
Paste the event snippet code in the text box. If there is already a code, paste it below the existing one.
STEP 16: Paste the Google tag code above the event snippet code as shown in the image.
We are done with the steps. There are a few edits to avoid duplicate conversions and other crucial steps.
STEP 17: Add the Google tag before and after the event snippet code to prevent duplicate conversions.
Paste ‘{% if first_time_accessed %}’ before the snippet.
Paste ‘{% endif %}’ after the snippet
STEP 18: The default currency is USD. Replace with ‘{{currency}}’ if you don’t sell in the US.
STEP 19: The default transaction ID is blank. To prevent Google Ads from recording duplicate conversions, next to ‘transaction_id’: replace ” with ‘{{ order_number }}.’
STEP 20: Click ‘Save’.
STEP 21: If your shop sells items with different prices, you’ll also need to edit the value section of the code. Replace the line beginning with ‘value’ with one of the following snippets:
To exclude taxes and shipping from the conversion amount, replace it with this snippet: ‘value’: {{ checkout.subtotal_price | divided_by: 100.0 }},
To include taxes and shipping in the conversion amount, replace it with this snippet: ‘value’: {{ checkout.total_price | divided_by: 100.0 }},
STEP 22: At the end, ensure your code looks similar to the one below. The sample Google tag code used here is ‘5678943.’
{% if first_time_accessed %}
<!-- Event snippet for track_purchase conversion page -->
<script>
gtag('event', 'conversion', {
'send_to': '5678943',
'value': {{ checkout.subtotal_price | divided_by: 100.0 }},
'currency': ‘{{currency}}’,
'transaction_id': '{{ order_number }}'
});
</script>
{% endif %}We are done with the purchase process. Follow the same process for other events, such as Add to Cart and Begin Checkout.
We understand this was a very lengthy and tricky process. The only relief is to follow each step carefully. You can also try using AdNabu’s conversion pixel app.
Step-by-step Process of Setting up Pixel Using AdNabu’s App
Before setting up the pixel step-by-step, let’s learn about AdNabu’s Conversion Pixel app.
AdNabu’s Conversion Pixel App
AdNabu’s Conversion Pixel app eliminates the manual process of installing code. It updates the code based on Google’s changes and ensures the app’s tracking is accurate. It provides an enhanced conversion pixel to ensure there are no data leaks. With this app, you get error-free conversions and precise and accurate Google ads conversion tracking on Shopify.
Key Features
Enhanced Conversion Pixel: This app tracks all the data without leaks and tracks accurate data. It collects the first-party data and sends it to Google to match users.
Multi-Pixel Management: This feature provides a single dashboard for multiple Google Ads accounts. It allows you to easily manage all pixels in a single place. You can also manage agency accounts and MCC (Manager Accounts) accounts.
Integrations: This conversion pixel app integrates with third-party one-click upsell apps like ReConvert PPU, Zipify OCU, and more.
Tracking: Tracks upsells and post-purchase tracking. Also, it tracks all crucial events like Purchase, Add to Cart, and Begin Checkout.
Pricing
This app offers a free trial for 7 days and a free plan.
Freemium Plan: This plan is free to install and comes with features such as free for less than 10 orders a month, 1-click automatic pixel creation, error-free conversion tracking on your Shopify store, purchase tracking, and enhanced conversions. The app charges $9.99 for stores with more than 10 orders a month.
Advanced: This plan costs $19.99/month or $199/year with features that include everything in Freemium and post-purchase tracking, add-to-cart tracking, begin checkout tracking, checkout extensibility, and priority support.
User Interface
AdNabu’s conversion pixel app is designed for easy setup and has a straightforward interface. The menu is on the left-hand side, and you can access multiple accounts with a click. You can quickly view your pixels under the MyPixels section. For queries or assistance, visit the Help section to find FAQs or talk to an expert.
Customer Reviews
The app has garnered over 544 reviews and has a 4.9 rating. Customers admire the customer support team and the app’s features.
Pros
- This app has a ‘Built For Shopify’ badge.
- Track data without any errors and avoid any duplicate data.
- Allows one-click installation without any coding.
- Integrates seamlessly with Google Ads account.
- Supports for agency and MCC accounts.
- Track key conversions like Add to cart, purchase, and initiate checkout events.
Step-by-step Process of Installing AdNabu’s Conversion Pixel App
STEP 1: Go to the Shopify app store and search for Nabu for Google ads pixel, or click here. Next, click on Install to start the installation process.
STEP 2: Connect to your Google account.
STEP 3: Clicking install will take you to your store. Once again, click on Install.
STEP 4: After the installation is successful, you can access the dashboard. Here, click on “create pixel.”
STEP 5: Click Start Trial, complete the purchase process, and click Approve.
.
STEP 6: To set up, add to cart, and initiate checkout events, you must add a script to the custom pixel.
STEP 7: Click on ‘Copy to clipboard.’
Click on ‘here’ to be redirected to the page below. Here, you can paste the code.
STEP 8: To paste the code, click ‘Add Custom Pixel’ and give this pixel a name.
STEP 9: After clicking on adding pixel, paste the code at the bottom under the “Code” section.
After pasting the code, it looks like this:
Click on Save.
Scroll to the bottom of the page and click on ‘Connect.’
Now, your pixel is connected.
STEP 10: You can set up an app embed block to track purchase events. Scroll to the end of the page and click on set up app embed block.
STEP 11: Scroll to the bottom and click ‘Go to theme.’
STEP 11: On the left-hand side of the page, enable the AdNabu pixel.
STEP 12: Click ‘Save.’
NOTE:
To enable Enhanced Conversion for accurate and error-free tracking, read this article, which explains what changes need to be made to the user’s account.
With AdNabu’s conversion pixel app you can also enable post-purchase tracking, that tracks the customer’s data even after purchasing along with upsells.
That’s it!
Now, you can start tracking all events.
Google Ads Conversion Tracking Apps For Shopify Store
Along with AdNabu’s Conversion Tracking app, here are a few apps that help you set up Google Ads conversion tracking on your Shopify store.
OneClick
OneClick is another app for tracking conversions on your Shopify store. It is available on the Shopify app store and has 8 reviews and a 3.5 rating. Checkout the best Shopify apps you must try.. It tracks key events such as page views, add-to-cart, begin checkout, and purchases. It also has advanced reports.
It offers a 7-day free trial and a paid plan starting at $4.99/month.
Analyzify
The Analyzify app allows one-click installation and integrates with GA4 and Google Ads. This app has garnered a 4.7 rating with 258 reviews. It provides Google Ads enhanced conversion tracking and dynamic re-marketing.
It doesn’t offer a free trial and provides a one-time charge of $749.
Google & YouTube
Google & YouTube is another prominent app that is available on the Shopify app store, and it has 7930 reviews and a 4.5 rating. This app not only provides conversion tracking but it also integrates with Google Shopping and YouTube ads. Additionally, it provides insights by connecting with Google Analytics.
This app is free to install, but you may incur additional costs.
Verifying Google Ads Conversion Tracking On Shopify
Here’s a simple test to verify that tracking is working. This step is essential to ensure there are no duplicate conversions or any other discrepancies in tracking.
To test whether the purchase conversion event is firing, place an order in your store, go through each step, and complete the checkout process. Now, check if the data is showing accurately in the Pixel app. Suppose you see double counts or data mismatches. Troubleshoot and resolve the issues.
NOTE:
Remember that before performing a test purchase, click on the ad you posted to proceed further. If you do not click on the ad and proceed with the testing, your Google Ads might show ‘No Recent Conversions’; thus, ensure you’re clicking on the ad to show conversions.
This brings us to the next section: Common Issues & Resolutions. We have listed common problems you might encounter after installing the pixel and some tried-and-tested solutions.
Common Issues & Resolutions
No Conversion Data
If you’re not seeing any conversion data, you might have missed the steps in the installation and setup process. To confirm this, you can install Google Tag Assistant.
Google Tag Assistant is a Chrome extension you can install on your system.
When you open the Google Tag Assistant, you will be asked to enter your domain URL. A debugging window will appear, and you can proceed to test. Perform the purchase event to see if it captures any data. If you don’t see any, try repeating the setup process and successfully setting up conversion tracking to see conversion data.
Incorrect conversion values
The reason for this could be using incorrect currency.
To correct this, Go to Shopify Admin → Settings → Checkout → Additional Scripts. In the code, ensure you’ve used USD if you’re selling in the US or check if you have used ‘{{currency}}’ for selling in other countries. Additionally, a mismatch in currency format might lead to incorrect data.
Check the currency mentioned in your Shopify store to avoid this issue.
In addition, make sure the code is configured correctly for the Add to Cart, Initiate Checkout, and Post Purchase events in the AdNabu Pixel app.
If you’re using App Embed for Pixel Tracking, ensure “Nabu for Google” is enabled in Shopify’s theme settings.
Google Ads Conversion Tracking Not Working On Shopify
If you still find that Google ads conversion tracking is not working on your Shopify store even after verifying the conversion data, here are the possible reasons and solutions to overcome the problem.
Check the Placement of the Pixel
To ensure the code is installed properly. Go to Shopify Admin → Settings → Checkout → Additional Scripts.
Check if the code is correct, ensure currency and dynamic value setup, and everything looks good.
Additional Scripts
Suppose you have any plugins or browser extensions enabled on your store. These could add scripts to your tracking code in the background. Another reason could be that your e-commerce platform allows cookies.
To avoid this problem, carefully inspect all the plugins or extensions and ensure a smooth setup process.
Google Ads Conversion Settings
Review the settings of your conversions in Google Ads. To verify if the conversion tracking setup is accurate, ensure that you have selected the correct conversion action and that the settings, such as conversion value and currency, match your requirements.
Google Analytics Configurations
Ensure the links to view and property are correct in your Google Ads account. Also, confirm the data collected in Google Analytics is accurate. One of the best ways to do this is to check the data after you have tested the tracking.
Google Analytics and Google Ads
If the conversion is not working correctly, ensure the data transfer between your Google Analytics and Google Ads accounts is enabled. To confirm this, Go to Google Ads account → Linked Accounts and ensure that your Google Analytics account is linked and the data sharing is turned on.
Attribution Settings
Ensure you use the same attribution models in Google Ads and Google Analytics. Using different attribution models may lead to inappropriate conversion data.
Try Another Browser
Try with different browsers other than Chrome. Blockers might prevent Google Ads from tracking conversions on Shopify. Use Microsoft Edge, Safari, or any other browser.
Allow for Data Processing and Delay
Remember that it might take some time for the conversions to be attributed and appear in the Google Ads dashboard. Wait for at least 24-48 hours for the data to populate.
How to Optimize Google Ads Campaigns with Conversion Tracking Data
This is the step where you get the most out of installing a conversion pixel app. Optimizing Google ads’ performance leads to increased conversions and profitable ROAS.
Let’s look at how to optimize Google Ads with conversion data.
Analyze Conversion Data
Analyzing the ad performance helps you optimize ads for improvement in return on ad spend.
To analyze the data, go to your Google Ads account → campaigns. You can check for ad group or campaign data. Check for data like conversion rate in Google Ads, cost per conversion, and no. of conversions. With this data, you can decide whether the ads perform better and make necessary adjustments.
Use the Search-term Report
Google Ads shows you the keywords that lead to conversions. It also shows you the exact search term your potential customers are searching for for which your ad showed up. You can access this search report within your Google Ads account. This allows you to include or exclude specific keywords in your keyword list.
Here’s how you can access the search term report.
Go to your Google Ads account → Click Campaigns → Insights and reports → Search terms.
This report lists the search terms that most customers used and that have triggered clicks and impressions.
Adjust Campaign Bids and Budgets
You can adjust campaign bids and budgets in two ways, either manually or automatically.
Manual CPC Bidding: You can manually increase bids for keywords that lead to higher conversions and decrease or pause bids for keywords that aren’t performing.
Automated Bidding: Google Ads automatically suggests adjusting bids based on the probability of a conversion.
For example, ‘Target CPA’ sets bids to get as many conversions as possible at a specific cost per action, while ‘Target ROAS’ sets bids to get the highest potential return on ad spend.
Pick High-Performing Keywords & Ads
You can find the keywords leading to higher conversions or drop the keywords that aren’t performing well.
To find keywords, go to Google Ads account → Campaign → Keywords.
Check the conversions column to identify the keywords with higher conversions. Based on these keywords, you can adjust the bids.
To identify the high-performing ads, go to the ‘Ads & Extensions’ tab. You can look at how your ad performs in terms of clicks, impressions, click-through rate (CTR), and conversions.
Focusing on high-performing keywords and ads can help you create more effective campaigns that increase conversions and ROI.
Conclusion
We hope this blog helped you set up Google ads conversion tracking for your Shopify store. Follow the step-by-step process shown in this blog for a seamless experience tracking customer events and conversions. Keep in mind that issues are common after setting up the pixel. You can always use this blog to come back and look for resolutions.
FAQs
How do I add Google Ads to conversion tracking on Shopify?
Create a conversion action in Google Ads. Install the Google tag and copy the event snippet code. To place this Google tag and event snippet code, go to Shopify admin –> Settings –> Checkout. Paste the code in the Additional Scripts section. To avoid duplicate conversions, paste {% if first_time_accessed %} at the beginning of the script and paste {% endif %} at the end of the snippet. The default currency is ‘USD’; if you don’t sell in the US, replace ‘USD’ with ‘{{ currency }}.’ The default transaction ID is blank. To prevent Google Ads from recording duplicate conversions, next to ‘transaction_id’: replace ” with ‘{{ order_id }}.’ Click Save.
How do I track conversions on Shopify?
Go to your Shopify admin –> Orders. Click on the order number to view the data. On the order page, under the section Conversion Summary, click View conversion details for the conversion data. In the conversion summary, you can view data like the customer’s total number of orders from your store,
the customer’s total visits to your store in the last 30 days and
the origin of the customer’s first visit to your store.
In View conversion details, you can get additional information about that customer.
What are the prerequisites for setting up Google Ads conversion tracking on Shopify?
You must have a Shopify store, a Google Ads account, and an active ad campaign. Prerequisites differ from one conversion pixel app to the other.
How can I adjust the conversion value for purchases?
You can set your conversion value when you create a new conversion action. Follow the process below to edit the conversion value. Sign in to your Google Ads account. In the upper right corner of your account, click the tools and settings icon. Under “Measurement,” click Conversions. Click the name of the conversion action you’d like to change. In the “Details” page, click Edit settings on the bottom right. Click Value. Select how to track the value these conversions have to your business. Click Save. Click Done.
What should I be cautious of when setting up conversion tracking?
Follow the process for setting up the conversion pixel. As this is a lengthy process, verifying and testing is crucial.
Can Shopify’s conversion tracking features help me understand customer behavior better?
Yes, you can understand your visitor’s behavior through Shopify’s conversion summary. It gives you an overview of a customer’s previous visits and behavior leading up to a purchase from your store.
What are Shopify pixels, and how do they relate to conversion tracking?
Shopify pixels is a piece of Javascript code used to track customer events. This pixel also tracks customer behavior, and key events. This pixel tracks events such as clicking or adding products to a cart. Thus Shopify pixels tracks conversions and is similar to any conversion tracking app.
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