> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/google-ads/shopify-to-google-ads.md).

# How to track conversions from Shopify into Google Ads

Learn how to link your Google Analytics and Google Ads (formerly AdWords) accounts to unlock the full potential of Google Ads on Shopify.

![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)

### Two ways to get conversions into Google Ads

Google Ads can get conversions in two ways:

1. Tracking **Google Ads** conversions directly from your store
2. Linking a **Google Analytics** property and importing key events into Google Ads

Littledata recommends using both. Start with [tracking conversions in Google Ads directly](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works), using Littledata's primary conversion actions. Then link GA4 for extra reporting and audiences.

## 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-32cc690c2a0d904030a7c2ee21049efd36e35a05%2Fbefore-after-serverside-google-ads.png?alt=media)

#### More accurate conversion data

Every purchase reaches Google Ads, not just the ones the browser let through. Google Ads then has complete data when it decides which ads work best.

#### Better matching and audiences

Littledata adds hashed customer data to each conversion. Google uses it to match purchases to the people who saw your ads, even when cookies are blocked or the shopper switches devices.

This also helps you build [more accurate audience lists](https://help.littledata.io/integrations/google-ads/build-winback-campaigns-in-googleads) for remarketing, and exclusion lists so you don't target people who already bought.

### What Littledata adds

Connecting Shopify to Google Ads with Littledata lets you:

* Use customer data for [Enhanced Conversions](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works#how-to-enable-enhanced-conversions)
* Attribute recurring subscription orders to your ads
* Optimize campaigns for [new customers](https://help.littledata.io/integrations/google-ads/new-and-returning-customer-purchase-in-google-ads)
* Keep tracking working without maintenance, even when you change your Shopify theme

## What Littledata adds

{% embed url="<https://www.youtube.com/watch?v=uGjAJxYiQkQ>" %}

Using Littledata to connect Shopify with Google Ads will:

* Use customer data to power [**Enhanced Conversions**](/integrations/google-ads/google-ads-how-it-works.md#how-to-enable-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](/integrations/google-ads/google-ads-install-guide.md).
{% 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-14a3af79664cd6f4656c83ecdb1280315d08bbca%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-6ec1fff81d6f1082bd6c837026384d383bf658e1%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-dfebc85df541f19fb48a36b3d563cddf0792dd60%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-b448193ce4501ca2dfdf646f63c8ebe0a580aa95%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-a62644050b72cc038391f457ea9c5f89ba82e1ab%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-26d5e5de086a6b320725d859ddaa874b9921216d%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](/integrations/shopify-to-google-analytics/how-it-works-shopify-to-ga4.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 and auto-tagging limits

GA4 uses auto-tagging (`gclid`) and cookies to link ad clicks to sessions. When a visitor blocks advertising cookies, or the cookie fails, the `gclid` may not persist. Sometimes it's removed from the URL before GA4 sees it.

A tracking template adds UTM ([ValueTrack](https://support.google.com/google-ads/answer/6273460?hl=en)) parameters to every ad click URL, whatever the cookie status. Set templates at the account or campaign level. This keeps them consistent and avoids conflicts with ad or ad group overrides. Using [URL templates](https://datatovalue.blog/the-smarter-way-to-add-utms-in-google-ads-for-clean-ga4-data-c4b55c4cb443) alongside auto-tagging gives you a reliable fallback.

### Remove the Google Ads link

In GA4, go to **Admin** > **Product links** > **Google Ads links**. Click the linked account, click the three dots in the top-right corner, and select **Delete**.

### Related articles

* [How it works: Shopify to Google Ads](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works)
* [Shopify to Google Ads installation guide](https://help.littledata.io/integrations/google-ads/google-ads-install-guide)
* [Littledata to Google Analytics installation guide](https://help.littledata.io/integrations/shopify-to-google-analytics/littledata-shopify-install-guide)
* [Building winback campaigns in Google Ads](https://help.littledata.io/integrations/google-ads/build-winback-campaigns-in-googleads)