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FAQ: How does S&O track Conversions and Conversion Value for my Shopping campaigns?
FAQ: How does S&O track Conversions and Conversion Value for my Shopping campaigns?
Updated over a week ago

IMPORTANT: You must have at least one type of Conversion Tracking set up in Google Ads in order for our app to report back on both Conversions and Conversion Values (Revenue) . There are two different 'Conversion Value' attributes tracked by our app for your Shopping campaigns:

  • Conversion Value: The value of a sale as reported by default through Google Analytics. This does not include Tax or Shipping.

  • Google Ads Conv. Value: The value of a sale as reported only by Google Ads which can include Tax and Shipping.

Also note that you can govern which Conv. Value source you wish to have your Sales & Orders use as the primary source and in its calculations. To set your default to Google Ads Conv. Value see below.

Note that you will need to set up Google Ads-based Conversion Tracking for this to function properly:

  • Navigate to Account Settings > Account Edit

  • Locate and toggle on Use Google Ads Conversion Value

  • Scroll down to the bottom of this page and click Update Account to finalize your settings

We Recommend: Transactions Conversion Goal from Google Analytics

Ecommerce Settings in Google Analytics

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.

Import Google Analytics 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:

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