Shopify + Google Ads: Effortless Purchase Tracking for Maximum Results

The good news is setting up this “X-ray vision” doesn’t have to be complicated. Google Tag Manager (GTM) makes it way easier. Imagine GTM as your handy toolbox – it keeps all your tracking organized in one place so you don’t have to tinker with your store’s code every single time.

The setup process is simple. We’ll get your GTM account ready and connect it to your Shopify store. Then, we’ll tell Google Ads to watch out for those sales. Finally, we’ll fine-tune GTM to send the right signals about each purchase back to Google Ads.

Once everything’s connected, you’ll have that amazing X-ray vision. You’ll be able to see exactly how your Google Ads are performing, allowing you to make smart changes for even better results!

Why Use Google Tag Manager?

Okay, to get this “X-ray vision” working, we’ll start by setting up your Google Tag Manager (GTM) toolbox. Think of GTM as the central hub for all your tracking needs. It might seem like we’re adding code directly to your Shopify store at first, but this is a one-time thing to get the toolbox installed. From there on out, GTM gives you amazing advantages:

Agility: Need to manage a new tracking code? GTM lets you add it quickly right within the toolbox, saving you from digging into your store’s code each time.
Control: Want to track specific actions like button clicks or forms? GTM gives you the power to set up those detailed actions with ease.
Reduced Risk: GTM adds a layer of safety. Changes you make within GTM are less likely to break your store compared to directly editing its code.
Organization: Say goodbye to scattered tracking codes! GTM keeps everything neatly organized in one central location.

In short, GTM takes the hassle out of tracking. That initial setup paves the way for streamlined, powerful tracking without all the technical headaches.

Setting Up Google Tag Manager

Step 1: Create a Google Tag Manager Account

Go to the Google Tag Manager website (https://tagmanager.google.com).
Click on “Sign in” and either create a new Google account or use your existing one.
Once logged in, click “Create Account.”
Give your account a name that’s easy to recognize, like “[Your Store Name] – GTM.”
Select your country from the dropdown menu.
Under “Container setup”, enter a name for your container (for example, “[Your Store Name] – Website”). Select the “Web” option since you’re using GTM for your Shopify website.
Click “Create” and agree to the terms of service.

Step 2: Find Your GTM Code

You’ll now see your GTM workspace. Your unique container ID will be prominently displayed (it starts with “GTM-“).
You’ll see two blocks of code snippets, one labeled “Install Google Tag Manager.” Copy BOTH code snippets, as you’ll need them shortly.

Step 3: Add GTM to Your Shopify Store

Open a new tab and log into your Shopify admin panel.
Go to “Online Store” and then click on “Themes.”
Find your currently active theme, click on the “Actions” button, and select “Edit code.”
Important Note: The way themes are structured in Shopify has evolved. Look for either a sections directory or a layout directory:
- If you see a sections directory:
  - Look for a file named header.liquid within the sections directory. Open it and paste the GTM head code snippet right below the opening <head> tag.
  - If there’s no header.liquid file, create one and paste the GTM head code snippet inside it.
- If you only have a layout directory:
  - Open the theme.liquid file. Find the opening <head> tag and paste the GTM head code snippet right below it.
  - Locate the opening <body> tag and paste the GTM body code snippet right below it.
  - Click “Save” to save your changes.

Step 4: Test Your Setup

Go back to your GTM workspace tab.
Click the “Preview” button in the top right corner.
In the new window, enter your Shopify store’s website address and click “Connect.”
GTM’s preview mode will open your store in a new tab. Now check the GTM preview window (bottom of your screen) to see the tags being fired. Look for your GTM container tag – if it’s showing up, the installation was successful!

Is everything installed? Let’s set up your Google Ads conversion action next!

Creating a Google Ads Conversion Action

Now that you’ve got your GTM toolbox set up, it’s time to tell Google Ads exactly what you want to track as a conversion – in this case, completed purchases on your Shopify store.

Step 1: Navigate to Google Ads

Go to your Google Ads dashboard (https://ads.google.com/). Sign in with the same Google account you used for GTM.

Step 2: Start Creating a Conversion Action

Click on “Tools & Settings” in the top menu, then select “Conversions” under the “Measurement” section.
Click the big blue plus button to start adding a new conversion action.

Step 3: Choose Your Conversion Source

Select the “Website” option, since that’s where your customers complete their purchases.
Paste your Shopify store’s main website address in the designated box.
Click “Scan” – Google Ads will try to help you out a little, but we’ll set things up manually.

Step 4: Configure Your Conversion Details

Name: Give your conversion action a clear name like “[Store Name] – Purchase”.
Category: Choose “Purchase” from the dropdown options.
Value: Here, you can decide if each purchase has the same value, different values, or if you don’t want to track a specific monetary value. Talk to your marketing team for assistance in making the right decision for your business goals.
Other settings (Count, Attribution models, etc.): Leave these at their default settings for now. You can always fine-tune these later based on your specific needs.

Step 5: Click ‘Create and Continue’

Next up, we’ll head back to Google Tag Manager to create the tags that will send that purchase data to Google Ads!

Configuring Tags in Google Tag Manager

Remember that handy GTM toolbox we installed on your Shopify store? Now we’re going to add a few specific tools to it:

Step 1: Create a Conversion Linker Tag

In your GTM workspace, click on “Tags” in the left-hand menu.
Click the “New” button to create a new tag.
Name your tag something like “[Store Name] – Conversion Linker”.
Under Tag Configuration, choose the tag type “Conversion Linker”.
Click “Save”. For now, we’ll leave this tag alone and come back to it soon.

Step 2: Create the Google Ads Conversion Tracking Tag

Click the “New” button again to create another tag.
Give it a name like “[Store Name] – Google Ads Purchase Conversion”.
Under Tag Configuration, find and select the “Google Ads Conversion Tracking” tag type.

Here’s where you’ll need info from your Google Ads account:

Conversion ID: Go back to your Google Ads conversion action setup (from the previous section). You’ll find your Conversion ID there.
Conversion Label: This is also in your Google Ads conversion action setup.
Click “Save”.

Step 3: Set Up a Trigger

A trigger tells GTM when to fire your tags. Click on “Triggers” in the left-hand menu.
Click “New” and name your trigger “[Store Name] – Purchase Conversion Trigger”.
For Trigger Configuration, choose “Page View,” and under “This trigger fires on”, select “Some Page Views.”
Now, specify that this will fire on your Shopify order confirmation page. If your store’s confirmation page has “/thank_you” in the URL, you can configure the trigger accordingly.

Step 4: Link Your Tags

Go back to your Google Ads Purchase Conversion tag.
Click the “Triggering” section, and choose the trigger you just created.

Almost there! The final step is to submit these changes to GTM so they “go live” on your store.

Section 4: Finalizing and Monitoring

Click the “Submit” button in the top right corner of GTM.
Add a description of your changes (e.g., “Added purchase conversion tracking tags”).
Click “Publish”.

Important: It takes some time for conversion data to start showing up in Google Ads. Give it a few hours, or even a day. Then, monitor your Google Ads dashboard to see those conversions rolling in!

The Power of Data-Driven Marketing

By setting up purchase conversion tracking, you’ve unlocked a treasure chest of valuable information. No more guesswork about which ads are working or where your best customers come from. With this data at your fingertips, you can:

Pinpoint your top-performing ads: See exactly which campaigns, keywords, and ad variations drive the most sales for your Shopify store.

Optimize your budget: Shift investment away from underperforming ads and put more resources behind what truly works.

Understand your customers: Learn where your most valuable customers come from and tailor your marketing to reach more people like them.

This isn’t just about tracking numbers; it’s about making informed decisions that fuel your Shopify store’s growth. Conversion data is like the compass that guides your marketing ship – use it wisely, and you’ll sail towards even greater success!