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Conversion tracking guide for Ad Grants and Shopify

How to track transaction-specific conversions with Shopify fundraising tools

You can measure how much Ad Grants contributes to your fundraising efforts by tracking the unique values of each conversion, such as one-time donations or event ticket purchases.

If you use Shopify to process donations on your website, this guide will help you install transaction-specific conversion value trackings for each donation you receive. This tracking helps you have a more accurate sense of how many donation dollars your Ad Grants account helps you raise.

To set up Google Ads conversion tracking with Shopify, you'll need to:

  1. Create a conversion action
  2. Install the global site tag
  3. Add the event snippet 
  4. 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.
In the sections below, we'll show you how to track transaction-specific values on your website with Shopify. To accomplish this, the following steps need to be followed. 

Before You Begin

Make sure you have the following before proceeding to setup conversions in Google Ads with Shopify.

This article is intended for use after global site tag implementation. If you still need to implement the global site tag on your website, read Use the global site tag for Google Ads conversion tracking

Step 1: Create a conversion action in Google Ads

To set up Google Ads conversion tracking, follow the Google Ads instructions for creating a conversion action.

The most common kind of conversion action is tracking purchases. To track purchases so you can see how effective your ads are at generating sales on your online store, set the category to Purchase/Sale, and the value to Use different values for each conversion.

Step 2: Install the global site tag in your Shopify theme code

After you create a conversion action, you need to install the global site tag in your Shopify theme code.

Step 3:  Install the event snippet

After you install the global site tag, you need to add the event snippet to your checkout page. The event snippet tracks a conversion any time somebody clicks one of your ads and then later reaches the checkout page on your online store.

Step 4: Make the conversion value dynamic

If the conversion action you’re tracking is purchases on your online store, then the value of each conversion is different.

For example, Andy owns an apparel store, and is running two different ads through Google Ads - one for his collection of watches, and one for his collection of T-shirts. While both ads generate a similar number of clicks and sales on his online store, the value of the purchases made by people who click on the watch collection advertisement is higher. The value is higher because customers buy more expensive items after they click that ad. Andy uses this information to decide where to spend his advertising dollars.

To track a different value for each conversion, you need to edit your event snippet to use values that are specific to each transaction.

To make sure your tag is working, check the tracking status on the Conversion actions page in your Google Ads account. It might take a few hours for the conversion tracking tag to show as verified.

Additional resources

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