By: Rafa Ticzon|
21 Apr 2023
Regarding your online business exposure, you must include an effective marketing strategy in your list of priorities. However, at times, laying this out is simply not enough to maximise your reach, as ads prove pointless when their effectiveness is not tracked. Luckily, some eCommerce platforms allow this, Shopify included. This article will discuss how to set up Google Ads conversion tracking for Shopify.
To set up Google Ads conversion tracking for Shopify, you need to create a conversion action, install the global site tag, and then add the event snippet. If you’re tracking purchases, then you also need to edit the event snippet to adjust the value of the conversion based on the purchase amount. Here are certain steps you need to follow to set up the following.
When setting up the Google Ads instructions, you must create a conversion action via the Google Ads instructions. Creating a conversion for tracking purchases helps you see how effective your ads are in generating sales from your eCommerce website. To create this conversion make sure to set the category to Purchase/Sale, and the value to Use different values for each conversion. Once you are done, simply click Create and continue.
After the conversion action has been created, you must install the global site tag in your Shopify theme code.
Once you’ve installed the global site tag, make sure to add the event snippet to your checkout page. This helps track a conversion any time somebody clicks on one of your ads and ends up on the checkout page of your website.
If your online business offers several products of different values, then it is important to remember that the conversion action you’re tracking must take this into account. For instance, if you are running two different ads through Google Ads, and one product is priced higher than the other, then the total values aren’t the same as well. By determining which is which, you can better determine where to allocate your advertising budget.
To track a different value for each conversion, you will need to edit your event snippet to input specific values for each transaction.
Now that we have your Google Ads conversion tracking for Shopify set up, how then can we optimize this for the best results?
As an eCommerce website, it is important to remember the main goal of why we are tracking Adwords conversion in the first place. This is so that we can increase purchases and revenue. Having that in mind, it is important to carefully analyze the data that is being presented to us. This data will prove to be useless unless we can understand and make adjustments to reap better results. If there is a high rate of people abandoning their purchases, we must focus on this area to ensure this doesn’t happen again.
Furthermore, it is also vital that you make sure there is no duplicate conversion tracking for your eCommerce site. This occurs when the Google channel automatically adds conversion tracking events to your Google Ads account upon set up.
To guarantee that you don’t run into issues with Google Adwords, it is important to ensure that other scripts don’t conflict or give errors that prevent Google Ads conversion tracking for Shopify from firing. To ensure this, you must test your conversion code output. However, when you do find yourself experiencing some issues, here are some solutions.
Issues can usually be spotted in GA4 Reports. To spot the errors, you must select a time period the day after the most recent change to see the latest form of the data. With that, you can refer to the annotations to determine when the changes affect the data. In addition, you can also change the history of the account. Simply click Admin, select the property you want, and then view the Property Change History.
In debug mode, you can view events, event parameters, and user properties instantly. No need to worry about delays or distorting data in historical reports. You can access this by clicking Preview in Google Tag Manager and tick the option Include debug signal in the URL. Remember to include the debug signal to use debug mode in GA4. However, use this option with caution as there have been some reports that websites break. Nonetheless, there is a simple debug mode solution you can try to fix it.
The best place to input a debug code is the browser console. This is for users who understand development since all the analytics are published here. Simply install the Google Analytics Debugger Chrome extension to interpret the debugger using skills that pay bills. It is important to pinpoint any red messages or aborting messages such as “user has opted out of tracking. Aborting hit.”
Google Tag Assistant is an online tool that helps in debugging all Google’s tags. This is the best method to identify issues and can be done via Tag Assistant through the preview mode of GTM.
Investing in various forms of marketing is essential for an online business. However, making sure each strategy works is just as important. With Google Adwords as one of the most popular forms of online advertising, it is only as good as when it is made sure it gets the job done. Thankfully with Shopify, you can not only utilise Adwords to drive traffic to your store, but you can also easily track its effectiveness. This then helps you constantly pinpoint and improve the necessary aspects of your marketing strategies and contributes to your overall success. Build your eCommerce website with Shopify today and get the most out of its Google AdWords conversion tracking.