# How to track conversions from Shopify into Google Ads ![Link Google Ads with Google Analytics](https://res.cloudinary.com/littledata/w_300,h_169,c_fit/littledata-blog-images/2019/02/google-ads.jpg) ## How to track conversions in Google Ads Google provides two ways to get conversion actions into Google Ads: 1. By tracking **Google Ads** conversions **directly** from your site 2. By linking a **Google Analytics** account and **importing Key Events** into Google Ads Littledata recommends combining **both approaches**. It includes both the Google Analytics and Google Ads server-side connections in our Google bundle. That means if you use Littledata for Google Analytics, you can connect Google Ads for **no additional cost**. Let's start with [tracking into Google Ads](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works) directly, using primary conversion actions. ## Why server-side tracking matters Traditionally, conversion tracking worked directly between a visitor's browser and Google Ads. When someone clicked an ad and made a purchase, the browser quietly passed that purchase information back to Google. This worked well — until browsers started blocking that kind of data sharing to protect user privacy. Today, ad blockers and privacy-focused browsers routinely prevent those signals from reaching Google, which means Google Ads can end up with an incomplete picture of what's actually driving sales. Server-side tracking solves this. Instead of relying on the visitor's browser, the purchase data is sent directly from Shopify's servers to Google Ads — completely bypassing browser restrictions. ![How server-side tracking compares to client-side tracking](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-0f76df71ed4278cd3b07943bcd79e5d162da028e%2Fbefore-after-serverside-google-ads.png?alt=media) Here's why that matters in practice: ### More accurate conversion data Because the data travels from Shopify's servers rather than a visitor's browser, ad blockers can't interfere. You get a complete record of every purchase, not just the ones that happened to make it through. That means Google Ads has accurate data to work with when deciding which ads are performing best — reducing wasted spend and improving results over time. ### Better matching and audience targeting Server-side tracking allows Littledata to attach more customer information (securely hashed, so it's never exposed) to each conversion event. Google uses this to better match purchases to the Google accounts of the people who saw your ads — even when cookies are blocked or a customer switches devices. With better matching, Google can correctly credit each touchpoint in the customer journey, helping you understand which ads, audiences, and campaigns are genuinely driving revenue. This also makes your retargeting more precise. You can build [more accurate audience lists](https://help.littledata.io/integrations/google-ads/build-winback-campaigns-in-googleads) for remarketing — such as cart abandoners or lapsed customers — as well as exclusion lists to avoid showing ads to people who've already purchased. ### Privacy-friendly by design Because you control what data is sent and when, server-side tracking makes it easier to comply with privacy regulations like GDPR and CCPA. You can ensure customer data is handled correctly and that consent preferences are respected before anything is shared with Google. ### Faster pages Every script loaded in the browser adds time to your page load. Moving tracking server-side removes those scripts from the visitor's browser entirely, leading to faster-loading pages — especially important on checkout pages, where a slow experience can directly reduce conversion rates. ## What Littledata adds {% embed url="" %} Using Littledata to connect Shopify with Google Ads will: * Use customer data to power [**Enhanced Conversions**](https://github.com/littledata/helpcenter-content/blob/main/posts/google-ads-how-it-works/README.md#what-are-enhanced-conversions) * Track [view-through conversions](https://support.google.com/authorizedbuyers/answer/166342) * Include attribution of offline or recurring orders to Ads * Provide robust and maintenance-free tracking – regardless of any Shopify theme changes **Note:** the [conversion event count may be different](https://support.google.com/google-ads/answer/2679221?hl=en-GB) between Google Ads and Google Analytics. {% hint style="success" %} Installing Littledata for Google Ads takes less than 10 minutes. [Here's the step-by-step guide](https://help.littledata.io/integrations/google-ads/google-ads-install-guide). {% endhint %} ## Comparison with the Google Sales Channel Shopify provides free conversion tracking into Google Ads as part of the Google & YouTube sales channel. Here's how this compares with Littledata: | Feature | Littledata | Google & YouTube | | ------------------------------------------------------ | ---------- | ---------------- | | Conversion tracking for Google Ads | ✔ | ✔ | | 100% Shopify Revenue Tracked | ✔ | - | | Enhanced Conversions using 1st party data | ✔ | - | | Recurring Orders / Subscriptions tracked | ✔ | - | | Match ads to other Sales Channels (Amazon, TikTok etc) | ✔ | - | | Target campaigns for New Customers | ✔ | - | ## Benefits of linking Google Analytics [Linking Google Analytics to Google Ads](#linking-google-analytics-with-google-ads) allows you to import Key Events as [secondary conversions](https://support.google.com/google-ads/answer/11461796?hl=en) and sync audiences from Google Analytics for targeting across the full on-site conversion funnel. You can then: * Compare the 'greedier' attribution in Google Ads versus the multi-channel, data-driven attribution in Google Analytics * Report on more ecommerce key events in Google Ads * See detailed shopping funnel metrics in Google Ads * Set up more advanced remarketing audiences for abandoned browse or abandoned cart ## Linking Google Analytics with Google Ads {% stepper %} {% step %} **Check your access** Before you start, make sure you have [Edit Property permissions](https://support.google.com/analytics/answer/2884495) in **Google Analytics** and [Administrative access](https://support.google.com/google-ads/answer/9978556) in **Google Ads**. {% endstep %} {% step %} **Open Google Ads Links** Sign in to Google Analytics. Then click the **Admin** cog in the bottom-left corner. In the **Product Links** column, select **"Google Ads Links"**. ![link adwords google analytics](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-65f76bf18f86eb1bbecdbeefcef46bd487f93ec8%2Fscreenshot-2023-10-12-at-11.16.29.png?alt=media) {% endstep %} {% step %} **Start the link** Click **"Link"**. ![select adwords account ga](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-3dbd2536deff9f79d6c6984b7d07f9beb408118e%2Fscreenshot-2023-10-12-at-11.20.31.png?alt=media) {% endstep %} {% step %} **Choose your Google Ads account** In **"Create a link with Google Ads"**, click **"Choose Google Ads accounts"**. Select your Google Ads account, then click **"Confirm"**. ![link website data google analytics](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-40bf20e1045b3fde2cbcfed97bef21bebacd0e55%2Fscreenshot-2023-10-12-at-11.23.01.png?alt=media) {% endstep %} {% step %} **Finish the setup** Click **"Next"** twice, then click **"Confirm"**. The link will be created. ![link adwords account to ga account](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-46f3d0062d9d8d6202a7114c986ec18926d5aa12%2Fscreenshot-2023-10-12-at-11.29.20.png?alt=media) {% endstep %} {% step %} **Verify the linked account** Open **Google Ads Links** again to confirm that your linked account appears there. ![adwords linking](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-d6f9d5d25ff09dc5242be78aba8955d08ebb69c7%2Fscreenshot-2023-10-12-at-11.32.39.png?alt=media) {% endstep %} {% endstepper %} ## Adding remarketing audiences Once your Google Analytics 4 account is linked, you can automatically sync audiences with Google Ads. {% stepper %} {% step %} **Open the audience builder** In the **Property** column, click **"Audiences"** and then **"New audience"**. ![Adding remarketing audiences from Google Analytics 4](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-b4f9c780789688cd12ea13a4de0ef1fb725cca40%2Fscreenshot-2023-10-12-at-15.00.44.png?alt=media) {% endstep %} {% step %} **Choose how to create the audience** You can: * [Create a new audience](https://support.google.com/analytics/answer/9267572?hl=en#create) and define all the rules yourself * [Use a template](https://support.google.com/analytics/answer/9267572?hl=en#template) and adjust the existing rules * [Select a suggested audience](https://support.google.com/analytics/answer/9267572?hl=en#suggested) and use it as is or modify it {% endstep %} {% step %} **Build the audience rules** Use any of the [ecommerce events](https://github.com/littledata/helpcenter-content/blob/main/posts/how-it-works-shopify-to-ga4/README.md#server-side-events) that Littledata sends, or custom dimensions like Customer Lifetime Value (LTV). Common audience examples: * **Only viewed a product** - users who viewed product details but did not add anything to cart in the last 30 days * **Abandoned cart** - users who added to cart but did not purchase in the last 30 days * **Purchasers** - users who made one or more orders in the last 30 days {% endstep %} {% endstepper %} ## Cookie consent & Auto-tagging limitations GA4 relies on *auto-tagging* (`gclid`) and cookies to stitch ad clicks to sessions. But when users block advertising cookies, or when they fail for any reason, the `gclid` may not persist. In some cases, it may be removed from the URL before it reaches GA4. A tracking template ensures every ad click appends UTM ([ValueTrack](https://support.google.com/google-ads/answer/6273460?hl=en)) parameters directly to the URL, regardless of cookie status. One of the best-balanced approaches is to set templates at the account or campaign level. This ensures consistency and avoids conflicts with ad- or ad-group-level overrides. Implementing [URL templates](https://datatovalue.blog/the-smarter-way-to-add-utms-in-google-ads-for-clean-ga4-data-c4b55c4cb443) alongside auto-tagging creates a robust fallback measurement method for Google Ads. ## Removing the Google Ads Link If you want to remove the Google Ads link, go to **Admin > Product Links > Google Ads Links**. Click your account, then the three dots in the top-right corner, and select **"Delete"**. ![Unlink google ads from google analytics](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-d40a3953396e36423db1de1860118e9950b667fd%2Fscreenshot-2023-10-12-at-11.34.56.png?alt=media) ## Next steps {% stepper %} {% step %} **Review how the Google Ads connection works** Read [how the Google Ads connection works](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works). {% endstep %} {% step %} **Set up the Google Analytics connection** Set up Littledata's [Google Analytics connection](https://help.littledata.io/integrations/shopify-to-google-analytics/littledata-shopify-install-guide). {% endstep %} {% step %} **Build a win-back campaign** [Build a win-back campaign](https://help.littledata.io/integrations/google-ads/build-winback-campaigns-in-googleads) in Google Ads. {% endstep %} {% endstepper %} --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://help.littledata.io/integrations/google-ads/shopify-to-google-ads.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.