In this Help Centre, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure that you're using the article for the Merchant Center version that applies to you. 

Set up conversion tracking in Merchant Center

A custom icon for Merchant Center Next articles

If you are looking for information about how to set up conversion tracking in the classic Merchant Center experience, click here.

Conversion tracking, when enabled in Merchant Center, allows you to monitor your sales using specific conversion metrics related to purchases. Conversion tracking helps you to identify which products and keywords are most successful for your business.

This article explains how conversion tracking works and provides instructions on how to set it up in Merchant Center.

In this article

Benefits of conversion tracking

  • Performance measurement: conversion tracking enables you to measure the success of your product sales. When used with a web analytics tool, conversion tracking allows you to track how effectively your products are showing for free on Google. Conversion tracking helps you to get performance reports with insights about your free product listings – like whether they've led to purchases and how they compare to your overall Google traffic.
  • Continuous improvement: conversion tracking provides a feedback loop for the ongoing optimisation of your products. You can continually refine and enhance your product offerings, marketing campaigns and website based on product traffic and data-driven insights, leading to better results over time.
  • Improved metrics: conversion tracking plays an important role in understanding and improving metrics such as clicks, impressions and click-through rate (CTR) to improve your online advertising and marketing.

How conversion tracking works

After a customer clicks on your free product listings, conversion tracking adds a bit of additional information – a parameter called a result ID – to the URLs that customers click through.


If someone clicks on your free listings from, the final URL will look like this:

The result ID is created at the time of an impression. If a customer clicks the same free listings again, the same result ID will be used.

Set up conversion tracking

The three steps involved in setting up conversion tracking include:

  1. Enabling auto-tagging
  2. Linking a conversion source
  3. Setting up a tag on your website

Conversion tracking can be enabled at the Merchant Center account level by an admin. It won't be enabled by default. To set up conversion tracking, follow the steps below.

Step 1 In your Merchant Center account, click the settings and tools icon Tools and settings menu icon [Gear].

Step 2 Click Conversion settings.

Step 3 Click Turn on auto-tagging. A banner will appear confirming that the auto-tagging feature is turned on.

Step 4 Click Add conversions source. You can either select to go through Google Analytics or through applying tags to your website.

  • If you have a Google Analytics 4 account, you can link your accounts to send conversion details on purchases from Google Analytics to Merchant Center.
  • Otherwise, you can use a Google tag that sends purchase details directly from your website to Merchant Center.
  • After you've configured the connection with the conversion source, you'll need to refresh the page to view the conversion source added to the table in Merchant Center.

After you're all set up, you'll start viewing conversion metrics in your Performance dashboard.

As a reminder, you must ensure that you're providing users with clear and comprehensive information about the data that you collect on your apps and that you're getting consent for that collection where legally required.

Remove conversion tracking

To remove conversion tracking, follow these steps:

Step 1 In your Merchant Center account, click the settings and tools icon Tools and settings menu icon [Gear].

Step 2 Click Conversion settings.

Step 3 In the table's 'Actions' column, select Delete for the 'Conversion source' that you want to remove.

Step 4 In the pop-up window, click Delete.

Frequently asked questions

How do I view traffic from free listings in Google Analytics?

For Google Analytics 4 properties, the traffic source is 'Shopping free listings'. For Universal Analytics (the previous version of Google Analytics) properties, free listings traffic is reported with all other free listings traffic sources from Google (with 'Google' as the traffic source and 'free listings' as the medium).

Learn more about traffic sources in Google Analytics.

What if my website doesn't allow URL parameters?

A small percentage of websites don't allow arbitrary URL parameters and serve an error page when conversion tracking is enabled. Check with your web developer to see if this applies to you or enable conversion tracking and do a test by clicking on your free listings. If the link to your site works, then you can use the conversion tracking feature. If you get an error, you'll need to disable conversion tracking from your Merchant Center account. Then, ask your web developer to allow arbitrary URL parameters before turning it back on.

Related links

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu