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Google Ads

Create a new conversion in Google Ads

How to set up a purchase conversion in Google Ads

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Skip this step, if you've already created a purchase conversion in Google Ads

  1. Open Conversions in Google Ads

    Google Ads browse to conversions

  2. Initiate a new conversion creation

    Google Ads initiate new conversion creation

  3. Choose conversion type "Website"

    Google Ads conversion type

  4. Scan your domain

    Google Ads conversion type

  5. Create conversion manually

    Google Ads conversion type

  6. Configure the Google Ads conversion settings

    Use the following default settings. Only change if you know what you're doing.

  • Category: Purchase

  • Conversion name: Purchase

  • Value: Use different values for each conversion

  • Default value: zero

  • Count: Every

  • Attribution: Data-driven

    Google Ads conversion settings

Configure the plugin

How to find and set the conversion ID and conversion label

  1. Get the conversion ID and conversion label

    Open the purchase conversion in Google Ads.

    Google Ads open the conversion

    Copy the purchase conversion ID and label from the Google Tag Manager tab.

    Google Ads copy conversion ID and label

  2. Set the conversion ID and label in the plugin

    Google Ads paste conversion ID and label

Conversion Cart Data

This feature adds another level of detail to the purchase conversion. Along with the conversion value, it will add information about the items sold. In return, you will see more detailed revenue metrics for the Google Shopping campaigns.

Benefits

  • Detailed reporting on items sold
  • Clear measure of revenue and profit generated by Shopping Ads
  • Detailed reporting on cart size and average order value

Google support article on Conversion Cart Data

Setup

Enable this feature by saving the Google Merchant Center ID in the plugin.

You can find the Google Merchant Center ID in the URL after you log into the Google Merchant Center.

Google Merchant Center ID

Then enter the Google Merchant Center ID in the Conversion Cart Data field in the plugin settings under > Advanced > Google

Google Merchant Center ID

Phone Conversion Number

Google Ads allows tracking calls to a phone number on a website. It does this by automatically swapping the actual phone number with a Google number which will redirect the call to the actual phone number.

You can test the phone swapping by appending the following URL parameter on one of the pages where your phone number appears: #google-wcc-debug

The URL would then look like this: https://example.com/#google-wcc-debug

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You'll find more info about phone call conversion tracking on the Google support pages here.

Enhanced Conversions

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This is a feature only available for users of the Pro version. Get the Pro version here.

New Beta by Google: Enhanced Conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by sending hashed first-party conversion data from your shop in a privacy-safe way.

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The diagnostics report in Google Ads is delayed. If it shows one or several warnings, please wait a few days, sometimes up to two weeks, and recheck before contacting our support.

Setup

Setup instructions:

  1. Go to > Tools and Settings > Measurement > Conversions

  2. Open the purchase converison for which you want to enable Enhanced Conversions

  3. Start enabling Enhanced Conversions

Start enabling Enhanced Conversions

  1. Click the box to start enabling Enhanced Conversions

Click box to enable Enhanced Conversions

  1. Agree to the customer data terms

Accept customer data terms for Enhanced Conversions

  1. Choose Google Tag and then click next

Choose Google Tag for Enhanced Conversions

  1. Enter the domain of your web shop, including https://. Then click Check URL.

Enter the web shop domain for Enhanced Conversions

  1. Choose Edit code from the dropdown. Then click Save.

Choose edit code for Enhanced Conversions

  1. Enable Google Ads Enhanced Conversions in the Pixel Manager.

Enable Google Ads Enhanced Conversions in the Pixel Manager

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Diagnostics Report: After 72 hours, a diagnostics report for enhanced conversions will appear on the conversion action. Read more on how to find the diagnostics report and how to interpret it over the following link.

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You'll find more info from Google about Enhanced Conversions here, here and here.

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Diagnostics Report: After 72 hours, a diagnostics report for enhanced conversions will appear on the conversion action. Read more on how to find the diagnostics report and how to interpret it over the following link.

Validate your implementation

To verify if your enhanced conversions implementation is working correctly, navigate to your conversion page (you may have to complete a test order to do this), and follow these steps.

  1. Right click on your web page.
  2. Select Inspect.
  3. Select the Network tab.
  4. Enter your conversion ID or conversion label into the search bar.
  5. Find the network request that's going to "googleadservices.com/pagead/conversion/" (or "google.com/pagead/1p-conversion/" on some browsers).
  6. In the Headers part of the Network request, scroll to “Query String Parameters”. Here, you should find that there is a parameter “em” with a hashed string as the value. If you see the "em" parameter, this means that the enhanced conversions tag is correctly picking up and hashing the enhanced_conversion_data object.

Google Ads Enhanced Conversion network request

Conversion Adjustments

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This is available in the Pixel Manager for WooCommerce from version 1.23.0.

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This is a feature only available for users of the Pro version. Get the Pro version here.

General Info

Google Ads Conversion Adjustments allow you to restate or retract conversions after they've been sent to Google Ads. This is particularly useful when orders get canceled, partially and fully refunded after the initial purchase.

The Pixel Manager generates a CSV file with all necessary data that can be consumed by Google Ads every night.

To learn more about Conversion Adjustments, read the following Google Ads Help article: https://support.google.com/google-ads/answer/7686447

Set up conversion adjustments

  1. Copy the conversion name of the purchase conversion in Google Ads.

    1. Open Google Ads
    2. Open > Tools and Settings > Measurement > Conversions
    3. Open the purchase conversion

    Accept customer data terms

    1. Copy the conversion name

    Accept customer data terms

  2. Paste the conversion name into the Pixel Manager. The name has to match exactly.

    Accept customer data terms

  3. Copy the conversion adjustments feed name from the Pixel Manager.

    Accept customer data terms

  4. Set up a nightly upload of the conversion adjustments in Google Ads.

    1. Open Google Ads

    2. Open > Tools and Settings > Measurement > Conversions > Uploads > Schedules

    3. Create a new schedule

      Accept customer data terms

    Settings:

    • Protocol: HTTPS

    • Source URL: The feed URL you copied from the Pixel Manager

    • Frequency: Every 24 hours

    • Time: 3:00 AM

      Accept customer data terms

    1. Click Save & Preview
  5. Done

From now onward, Google Ads will download new conversion adjustments every night.

Additional Info

  • The Pixel Manager generates a list of adjustments that are between 2 and 4 days old. This is Google's recommended way how to upload conversion adjustments. The reason why it should not generate a list of adjustments right after they happen is the following: Google Ads can take up to 24 hours to process the initial purchase conversions. So if we upload conversion adjustments before Google Ads processes the initial conversions, Google Ads would throw an error.
  • If Google Ads processes conversion adjustments for conversions that were not triggered by Google Ads, you will see the error message: "This conversion does not exist. Double-check all the parameters." This error message can be safely ignored.

    The following is a report of what a regular conversion adjustments upload looks like:

    Accept customer data terms