Shopify: Set up your Google tag

You can measure behavioral data about your site with Google Ads and Google Analytics. Follow the steps in this article to set up your Google tag with Shopify.

Before you begin

You can integrate your Shopify account with Google Ads or Google Analytics for free. To set up the integration, you’ll need a valid Google sign-in, a Google-provided Javascript code box, and an active Shopify account.

The instructions for setting up the Google tag with Shopify are different for tag IDs starting with "AW-" (usually, Google Ads accounts) and tag IDs starting with "G-" (usually, Google Analytics properties).

If you have a tag starting with “AW-”

This integration is native to Shopify and will allow you to track “Sales” or “Page view” conversions. Additional features (like enhanced ecommerce functionality) can be accessed after setup.

1. Add the Google Channel app to your Shopify account

You can use Shopify’s Google Channel app to integrate Google Ads conversion tracking automatically. Follow the instructions below to add the app from Shopify’s app store and set up conversion tracking.

  1. Sign in to your Shopify account.
  2. On the left side menu, click Apps.
  3. On the “Apps” page, click Customize your store.
  4. Enter “Google channel” in the search bar.
  5. Click Add app.

2. Verify your email and Google account details

Before you can view your conversion actions, follow the steps below to verify that the correct email and account details appear on Shopify.

  1. Sign into your Shopify account.
  2. Navigate to the “Google Sales channel” page.
  3. Confirm that the email address linked to the Google Sales channel matches the email address used to create your Google Ads and Merchant Center accounts.

After you’ve added your Google channel app and verified your email address, confirm that the correct Google account appears when you visit the “Google Ads account” section of Shopify.

  1. Sign into your Shopify account.
  2. Navigate to the “Google Ads account” section.
  3. Confirm the following details:
    • You have an existing account
    • You have an Administrator role and can successfully link to Shopify
    • Either your Customer ID (found in the top right corner of your Google Ads account) matches the ID linked to your Shopify account or you’ve chosen the correct Google Ads account (if multiple accounts are present)

After your accounts are linked, the following conversion actions will be created automatically in Google Ads:

Conversion type Conversion goal Conversion action
Sales Tracks the conversion funnel
  • Add to cart: Every time a user adds a product to the cart
  • Begin checkout: Every time a user begins the checkout process
  • Purchase: Every time a user completes the purchase
Page view Observes user interaction
  • Page view: Every time a user opens a new page
  • View item: Every time a user opens a product page
  • Search: Every time a user uses the search option on the website
Other Determines willingness of a user to purchase
  • Add payment info: Every time a user adds payment information during the checkout process

3. View your conversion actions in Google Ads

After you've confirmed that your configuration is live, you can view conversions to review data, make administrative changes, or update your conversion goals. Review the information below to view actions and learn more about the updates you can make in Google Ads.

  1. Sign into your Google Ads account.
  2. In the upper right-hand corner of your account, click the Tools and Settings icon Google Ads | tools [Icon]. Select Measurement from the dropdown menu.
  3. Click Conversions.

Important information about conversion actions:

  • You can edit names and additional conversion actions settings in Google Ads.
  • Only the “Purchase” conversion type has the account-default conversion goals option enabled. You can choose the conversion actions you want to be included in “Conversions”.
  • The conversion window is set to 90 days.

Learn more about how to understand your conversion tracking data

4. Verify and troubleshoot your conversion tracking setup

Tag Assistant allows you to verify and troubleshoot Google Tag Manager installations for Google Ads. Review the steps below to verify your conversion tracking implementation. You can only troubleshoot “Unverified” or “Tag inactive” conversions with Tag Assistant. Learn more about tracking statuses

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the Tools and Settings icon Google Ads | tools [Icon], and under "Measurement", click Conversions.
  3. In the “Summary” table, review the “Status” column for “Unverified” or “Tag inactive” statuses.
  4. Click Troubleshoot in the “Actions” column.
  5. Click Get Started to open the Tag Assistant in a new window.
  6. Enter the URL of the web page you want to troubleshoot.
    • It’s best to use a landing page or home page instead of the conversion page URL directly. Once you visit the landing page, you can navigate to the conversion page.
  7. Click Connect to open your web page in a new browser tab.
    • The “Summary” table and Tag Assistant window will remain open for use later on. Don’t close these tabs. If the conversion is “Form Submission tracking”, do a test Form Submission on the Tag Assistant connected site. Switch the tab to Preview window and verify if the tags fire at the correct location.
  8. Refresh your Google Ads account “Conversions” page. Tracking status will be changed to “No Recent Conversions” in less than one minute.
  9. Once the tag firing status is verified on the preview window, return to the webpage where the conversion action was tested and click Finish.

After you verify your implementation through Google Tag Assistant (and your Ad campaigns run successfully), wait at least 24 hours before you revisit the “Conversion action” section in Google Ads.

Understand tracking statuses

While you can only troubleshoot “Unverified” or “Tag inactive” conversions with Tag Assistant, Google Ads displays multiple status options. Learn more about troubleshooting your conversion tracking status

If you have a tag starting with “G-”

Note: This integration is native to Shopify.

  1. Sign in to your Shopify account.
  2. On the left panel menu, open the Online store dropdown menu, then choose Preferences from the list.
  3. Navigate to the “Google Analytics account” section. Click Manage pixel here.
    1. If the Shopify app isn’t installed, review the list of permissions required, then press Add sales channel at the bottom to continue.
    2. If the app isn’t connected to Google, click Connect, then choose the Google account that owns your Analytics property.
  4. Choose your Google tag ID from the dropdown list, and click Connect your Google Analytics 4 property.
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