Hey there, I'm Benjamin from Loves Data.
If you have a Shopify store and you're running Google Ads campaigns, then
it's super important to be able to see the value your ads are generating.
It lets you report on performance and optimize your campaigns.
So today I'm going to show you how to track conversions and conversion value
in Google Ads from your Shopify store.
To send revenue values to Google Ads, we're going to use Google Tag Manager
and a custom data layer in Shopify.
However, another option is to install the 'Google Channel' app, so if
you would like to see me cover this option in a future video, please
let me know in the comments below.
Okay, let's start by heading to Shopify...
I've already implemented Google Tag Manager on my demo store, so let's
take a look at how I've done this.
Let's select 'Online Store'...
Now let's select 'Actions' for the theme...
And choose 'Edit Code'...
Now I'm going to select the 'theme', 'dot', 'liquid' file...
This is where the Google Tag Manager container has been added...
Now let's close this...
And let's select 'Settings'...
And then 'Checkout and Accounts'...
Now let's scroll down to the 'Order Status Page' section...
Here we can see a custom data layer that captures details about the transaction...
Along with the Google Tag Manager container code...
So Google Tag Manager is already implemented on my demo store.
For an in-depth walk-through of how to add Google Tag Manager to
your Shopify store, I've included a link to my dedicated tutorial in
the description below this video.
Okay, now let's head to Google Tag Manager...
And let's select 'Tags'...
We can see there is already a GA4, Google Analytics 4, ecommerce
tag, so let's select this...
We can see this is an event tag and the tag includes a number of ecommerce
parameters to send information to GA4...
We can see 'items', 'transaction ID', 'value', and so on...
I need to highlight that there is new way to capture ecommerce details.
Instead of creating all of these separate parameters, we can now enable the
option to automatically capture all of this information from the data layer.
So let's head to another Google Tag Manager container that uses this option...
Let's navigate to 'Tags' again...
And select the GA4 ecommerce tag...
We can see this tag uses the 'Send Ecommerce Data' option, so all of
the available ecommerce information is automatically sent to GA4.
If you're using this option, then you might need to create a new variable in
Google Tag Manager to capture the details.
So let's close the tag...
And let's select 'Variables'...
Since I can't see any existing variables for ecommerce value, transaction ID, or
currency, we're going to create them.
Let's click 'New'...
Let's name the variable 'Ecommerce Value'...
And let's select 'Variable Configuration'...
Now let's choose 'Data Layer Variable'...
And for the 'Data Layer Variable Name', let's enter 'ecommerce', 'dot', 'value'...
And let's save the variable...
Now let's create another variable...
Let's name the variable 'Ecommerce Transaction ID'...
Let's select 'Variable Configuration'...
Choose 'Data Layer Variable'...
And enter 'ecommerce', 'dot', 'transaction', 'underscore', 'id'
as the 'Data Layer Variable Name'...
And let's save the variable...
Now let's create one more variable...
Let's name the variable 'Ecommerce Currency'...
Let's select 'Variable Configuration'...
Choose 'Data Layer Variable'...
And enter 'ecommerce', 'dot', 'currency'...
And let's save the variable...
Now it's time to create our Google Ads conversion tag, so let's select 'Tags'...
And let's create a new tag...
Let's name the tag 'Google Ads Ecommerce'...
And let's select 'Tag Configuration'...
Now let's choose 'Google Ads Conversion Tracking'...
At the top, we can see an alert telling us the conversion linker
tag is missing for our container.
So let's click 'Create'...
Let's name the tag 'Google Ads Conversion Linker'...
This extra tag helps ensure that details about clicks from our Google Ads campaigns
is stored in first-party cookies.
Let's save the tag...
Now we need to enter our 'Conversion ID' and 'Conversion Label' from Google Ads.
So let's head to Google Ads...
Now let's select 'Tools and Settings'...
And then 'Conversions' under 'Measurement'...
Since there is no existing conversion action for purchases,
let's create a new conversion...
We need to enter the URL of our website...
And click 'Scan'...
Now let's scroll down...
And select 'Add A Conversion Action Manually'...
Let's select the 'Purchase' as the category...
Let's leave the name as 'Purchase'...
Now let's choose 'Use Different Values For Each Conversion'...
And I'm going to enter 'Zero' as the default value...
This will mean if the conversion tag fires without a value then
we won't be reporting a value.
I'm going to leave the rest of the default options selected...
And let's scroll down and click 'Done'...
Now let's click 'Save and Continue'...
And let's select the 'Use Google Tag Manager' tab...
We can now copy the 'Conversion ID' and 'Conversion Label'...
And let's head back to Google Tag Manager...
Now we need to paste the 'Conversion ID' into our tag...
And let's paste the 'Conversion Label'...
Now we're going to use the variable we created earlier.
Under 'Conversion Value', let's select the variable icon...
And let's select 'Ecommerce Value'...
Let's do the same for 'Transaction ID'...
But this time let's select the 'Ecommerce Transaction ID'
variable...
And let's select the variable icon for the 'Currency Code'...
And select 'Ecommerce Currency'...
Now let's scroll down and select 'Triggering'...
If you already have a trigger for purchases, then you can
select your existing trigger.
Since I don't have one in my Google Tag Manager container, let's click the
plus sign to create a new trigger...
Let's name the trigger 'Ecommerce Purchase'...
Let's select 'Trigger Configuration'...
And choose 'Custom Event' as the trigger type...
Now let's enter 'purchase' as the 'Event Name'...
And let's save our trigger...
And save our tag...
We've now created a Google Ads conversion tag in Google Tag Manager that will
send purchase details to Google Ads.
You can now preview your container to test that the new tag works as you expect.
And then when you're ready, you can click 'Submit' to publish the tag, trigger,
and variables to your live website.
If you're already using Google Tag Manager on your Shopify store, then
using the existing information in the data layer is a great way to
send purchase details to Google Ads.
And you can even reuse the variables we created for other third-party
conversion and tracking tags.
Are you going to use Google Tag Manger to set up Google Ads conversion tracking?
I'd love to know!
Let me know in the comments below.
And if you found this video helpful, please like it so I know
to make more videos like this one.
Thanks for watching and I'll see you in the next video!