Google Ads is an online advertising platform developed by Google, where advertisers pay to promote products/ service offerings to customers through Google Search and catch their eyes with Google Ads impressions.
Setting up a "conversion tracking" tool to track what happens after customers interact with your ads while advertising online ads. For example, "purchasing" is a conversion action to understand your return on investment of your ad spend.
SHOPLINE has already integrated the Google Ads conversion tracker into your store Admin with simple steps.
In this article, you'll find:
1. Setup
Step 1. Complete the initial Google Ads account setup
If you have already set up your Google Ads account, you can go directly to Step 2.
If this is your first time using Google Ads, please go to Google Ads and click Start now to sign in with Gmail to complete the initial account setup. The initial settings include the account name, payment method, and the first advertising content.
*Note: After completing the initial settings, you can pause the advertising content that you just set to stop running.
Step 2. Create a conversion action
In the Google Ads platform, go to [Goals] > [Conversions] > [Summary] and click New conversion action.
Step 3. Choose data sources to measure conversions
Select the "Conversion on a website" checkbox and click Add URL.
Enter your store URL and click Scan.
Select the "Google tag" checkbox and click Done.
*Notes:
- If the tag displays "Installed", it means the Google tracking tool is already installed on your store. If it displays "Not installed yet", it means the tool has not been installed yet. Click Done.
- Do not select Google Analytics as your data source, as this will prevent you from configuring the conversion action value later.
Click Save and continue.
Step 4. Create conversion actions
Select a category to create conversion actions. The following instructions use "Purchase" as an example.
Select "Manually with code" and complete the following settings:
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Action optimization: Primary action used for bidding optimization
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Conversion name: Set up a conversion name, i.e., Purchase.
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Value: Select "Use different values for each conversion" and "Event snippet". Set the value to $0 (default: $1) so the system can record the actual amount of each order.
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Count: Every
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Click-through conversion window: Set up according to your needs.
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Attribution: Last click (recommended).
Once you are done, click Save and continue.
Step 5. Set up the tag
There will be 3 options. Please select Use Google Tag Manager to copy the "Conversion ID" and "Conversion label".
You can also enable the "Enhanced Conversions" feature on this page. For detailed steps, please refer to 2. Enable Google conversion tracking to support enhanced conversions.
Return to SHOPLINE Admin, go to [Marketing & Tracker] > [Tracker Settings], and click Google Ads.
Enter the "Conversion ID" and the "Conversion label" in the fields. Click Add, and your Google Ads integration is complete.
*Note: SHOPLINE store only provides Google Ads tracking code integration feature and does not offer advanced advertising operation services and tutorials. If you have issues with Google Ads, please contact Google Ads customer service or your ads agency directly. You should also test to check the codes running as the ads require. If you want to add more extra codes or triggers, you could install them via GTM.
If you require Google Ads Management services, you can reach out to SHOPLINE Online Merchant Success Team via the chat window in the bottom right corner of the Admin to learn more. You can also refer to: SHOPLINE x Google Ads Flagship Program.
2. Enable Google conversion tracking to support enhanced conversions
When using enhanced conversions for web, the system captures customer data in your conversion tracking tags, hashes it, and sends it to Google in hashed form to match your customers with Google accounts. For more details, please refer to Google's official documentation. To learn more about the feature, please refer to the instructions on Google.
⚠️ Note: The Basic, Advanced, Premium, O2O, and Enterprise plans do not support enabling the Google enhanced conversion feature.
i. Enable enhanced conversion on Google Ads
In Google Ads, go to [Goals] > [Conversions] > [Settings], select the "Turn on enhanced conversion" checkbox, and choose "Google Tag" as the method. Then, click Save.
To enable enhanced conversions for a single conversion action, go to [Goals] > [Conversions] > [Summary], and click the conversion action you want to update.
On the "Settings" tab, scroll down to Enhanced conversions, select the "Use enhanced conversions for this conversion action" checkbox, and click Save.
ii. Switch on the toggle in the SHOPLINE Admin
Step 1
In SHOPLINE Admin, go to [Marketing & Tracker] > [Tracker Settings]. If you have not integrated the conversion tracker, please click Google Ads to complete the integration according to the instructions above.
Step 2
If you have completed the conversion tracker integration, please scroll down the page and click Edit next to the "Google Ads" section.
Step 3
Switch on the "Enable Google Conversion Tracking to support "Enhanced Conversions" toggle, and click Save.
3. Notes
- The system will send the data of the following 8 events to Google:
- A customer has loaded any page in my store
- A customer has loaded my store homepage
- A customer has added a product to cart
- A customer has loaded shopping cart page
- A customer has loaded fill information page
- A customer has loaded shopping cart page or checkout page
- A customer has placed an order
- A customer has signed up as a member
- After installing Google Ads for the first time or enabling the enhanced conversions setting, please allow at least 48 hours for Google to receive the data.
- In case of an event where the customer's email address, name, and home address (street address, city, state/province, and postal code), or phone number (must be provided in conjunction with any of the aforementioned information) is not collected, the system will not send the data to Google.
- The "A customer has placed an order" event is a bit more special than other events. It is because the checkout information is contributed by the payer and the recipient. If the payer and recipient information differs, two information entries will be sent to Google (max. of 3 sets of phone numbers/ emails and max. of 2 sets of addresses). If more than one information entry is sent, the probability of successful comparison can be increased; hence, the advertising accuracy may be improved.
- Please note if you have enabled the cookie consent banner: If the customer does not give consent to be tracked by cookies, the browser will not enable Google Ads, and all events related to Google Ads will not be recorded. Please refer to this article to learn more about the cookie consent banner.
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