Conversions with cart data parameters

Before you can set up your conversions with cart data you need to add cart data parameters.

Note: To maintain reporting accuracy, you must ensure your conversion tracking implementation captures all required cart parameters. For every transaction, the tag must successfully pass the items array, which must include the following essential parameters: item_id, price, and quantity. If using Google Tag Manager, verify that you configure your tags and triggers to map these data layer variables to their corresponding cart attributes.

To submit cart data, you'll need to add these additional parameters into the event snippet code:

Parameter	Value Type	Example Value	Description
event	String	“purchase”	Only “purchase” events will be processed for cart data.
Items (required)	Array	'P12345'	An array of price, quantity, and item IDs for each of the items that were purchased.
items.id (required)	String	'P12345'	The item ID of the purchased product. It must match the item ID used in the Merchant Center. Note: Supported only when using Google Ads as a conversion source. When using Google Analytics or Firebase as conversion source, the alternative parameter items.item_id is supported.
Items.item_id (required)	String	'P12345'	The item ID of the purchased product. It must match the item ID used in the Merchant Center. Note: Supported only when using Google Analytics or Firebase as a conversion source. When using Google Ads as the conversion source, use items.id as an alternative.
Items.price (required)	Float	12.50	Sales price of a single item, excluding tax, shipping, and any transaction level discounts.
Items.quantity (required)	Integer	2	Number of units sold of the items.
discount (optional)	Float	1.50	Discount, $1.50, applied to the whole order, for example: Free shipping Limited offer sale Note: When using Google Analytics as conversion source, the discount parameter is not supported.
aw_merchant_id (optional)	Integer	98765	The Merchant Center ID. Provide this parameter if you submit an item in several Merchant Center accounts and you want to control from which Merchant Center the item’s data, for example, its COGS, should be read.
aw_feed_country (optional)	String	“US”	The country associated with the feed where your items are uploaded. Use CLDR territory codes. Note: When using Google Analytics as a conversion source, please use the parameter aw_feed_label instead.
aw_feed_language (optional)	String	“EN”	The language associated with the feed where your items are uploaded. Use ISO 639-1 language codes.
aw_feed_label (optional)	String	“feed_label”	The label associated with the feed where your items are uploaded. Note: Supported only when using Google Analytics as conversion source.
currency (optional)	String	“USD”	Currency of the purchase or items associated with the event, in 3-letter ISO_4217 format. Note: When using Firebase as conversion source, currency is required either at event or item level.
items.currency (optional)	String	“USD”	Currency associated to the price of the item, in 3-letter ISO_4217 format. Note: Supported only when using Firebase as conversion source. For Firebase conversions, currency is required either at event or item level.