FAQ: How do I set up Google Analytics Conversion Tracking?

Below is a run down of all the key steps you need to take to ensure your Google Analytics account is set up properly and ready to import the Transactions Conversion Goal into Google Ads.

Important Note: Your Google Analytics Tracking Code

Ecommerce platforms differ in how this code is to be installed. In general, however, your UA Tracking code should be formatted as such:

<script>

    (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){

    (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

    m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

    })(window,document,'script','//www.google-analytics.com/analytics.js','ga');



    ga('create', 'UA-XXXXXXXX-X', 'auto');

    ga('send', 'pageview');

    ga('require', 'ecommerce', 'ecommerce.js');



    function trackEcommerce() {

    this._addTrans = addTrans;

    this._addItem = addItems;

    this._trackTrans = trackTrans;

    }

    function addTrans(orderID,store,total,tax,shipping,city,state,country) {

    ga('ecommerce:addTransaction', {

        'id': orderID,

        'affiliation': store,

        'revenue': total,

        'tax': tax,

        'shipping': shipping,

        'city': city,

        'state': state,

        'country': country

    });

    }

    function addItems(orderID,sku,product,variation,price,qty) {

    ga('ecommerce:addItem', {

        'id': orderID,

        'sku': sku,

        'name': product,

        'category': variation,

        'price': price,

        'quantity': qty

    });

    }

    function trackTrans() {

        ga('ecommerce:send');

    }

    var pageTracker = new trackEcommerce();

</script>

Linking Your Google Ads Account

Navigate to Admin > Property > Google Ads Linking and get this squared away.

Data Collection & Data Retention

Also found in Property settings under Tracking Info, these settings are incredibly important.

Data Collection now uses Google signals and allows Analytics to collect additional data about your visitors outside of the standardized data when it is not enabled. ENABLE THIS!

Data Retention (relatively new and not as important), can be used to govern the amount of time before user-level and event-level data is automatically deleted from Analytics’ servers.

Ecommerce Settings

Ecommerce Settings allows Google Analytics to begin tracking vital metrics such as cart-level shopper behavior. By default, it will also produce the Transactions Conversion Goal which would then be imported within Google Ads.

Enhanced Ecommerce Settings (OPTIONAL) only further improves the depth of data collected, with the optional step of also tagging your checkout-funnel steps.

You can locate these within Admin > View > Ecommerce Settings.

Transactions Conversion Goal in Google Ads

While Google Ads Conversion Tracking can also be used, the vast majority of ecommerce business owners will see more accurate conversion value (revenue) reported by the Transactions conversion goal that can only be imported from Google Analytics.

In Google Ads navigate to Tools & settings (wrench icon) > Measurement > Conversions. After choosing to add a new Conversion goal, select Import > Google Analytics and then continue on with the steps outlined:

Click the blue + icon found on this page

Select Import > Google Analytics and Continue. After this you'll select the Transactions Goal to be imported

Not necessarily your typical implementation, but below you can see what that particular goal would then look like afterwards in the Google Ads interface: