Google Ads conversion tracking

With Google Ads conversion tracking, you can measure which ad clicks lead to actions in your online store, such as buying, adding to cart and starting checkout. Shoporama has a built-in integration that makes setup simple.

Prerequisites

• A Google Ads account with access to create conversion actions.
• The tracking module must be enabled in Shoporama (there is a monthly fee).

Step 1: Create conversion actions in Google Ads

1. Log in to Google Ads.
2. Go to Goals > Conversions > Summary.
3. Click New conversion action and select Website.
4. Create conversion actions for the events you want to track (e.g. "Purchase", "Add to Cart", "Begin Checkout").
5. Select Use Google Tag Manager under installation method.
6. Make a note of your Conversion ID (a number such as AW-123456789) and Conversion Label for each action.

Step 2: Enable tracking in Shoporama

1. In your Shoporama admin, go to Settings > Tracking.
2. Check the Enable tracking box.
3. Check Google Ads under "Which ones do you want to enable?".

Step 3: Enter Google Ads information

Once you have enabled Google Ads, the following fields will appear:

• Google Ads Conversion ID - your Conversion ID from Google Ads (e.g. AW-123456789). This field is mandatory.
• Conversion Label - Add to Cart - the label for "add to cart" events. Optional field.
• Conversion Label - Begin Checkout - the label for beginning checkout. Optional field.
• Conversion Label - Purchase - the label for completed purchases. This field is mandatory.

Click Save to activate tracking.

What is tracked automatically?

Shoporama automatically sends the following events to Google Ads when the relevant conversion labels are filled in:

• Add to Cart - when a customer adds a product to the cart.
• Begin Checkout - when the customer starts the checkout process.
• Purchase - when a purchase is completed. The order amount is sent along as the conversion value.

Server-side tracking

For more accurate tracking, you can enable server-side tracking in the tracking settings. With server-side tracking, conversion data is sent directly from the server instead of via the customer's browser. This provides more accurate data as tracking is not blocked by ad-blockers or cookie restrictions.

Server-side tracking requires setting up a tracking subdomain and DNS configuration. Read more in the article Server-side tracking in Shoporama.

Offline conversions (advanced)

Google Ads offline conversions allows you to send conversion data directly to Google Ads via API. This provides even more accurate data because the conversion is linked directly to the original ad click via gclid (Google Click ID).

To enable offline conversions:

1. Invite ads@shoporama.dk as an administrator with the highest privilege level in your Google Ads account.
2. Create a conversion point of type Import from clicks in Google Ads.
3. Enter the Conversion Action ID (from the ctId URL parameter in the conversion action details).
4. Enter your Customer ID and optionally the Operating Customer ID (if you are using a manager account).

Shoporama generates a CSV file with conversion data that Google Ads can retrieve automatically. The file is protected with a username and password, which is shown in the tracking settings.

Read the full guide in the Google and Microsoft Ads offline conversions article.

Consent Mode

Shoporama supports Google Consent Mode v2. When you enable Use Consent Mode in the tracking settings, consent signals are automatically sent to Google so that tracking only happens when the customer has given consent to cookies.

Do you need help? Contact us at support@shoporama.dk.