Tracking Google AdWords conversions

When you're running a Google AdWords campaign, you can track the effectiveness of your ad by setting up conversion tracking with your online store.

Learn more about Google AdWords at Google's Help Center.

Grow your business

You can hire a Shopify Expert to set up Google AdWords and let you focus on other important parts of your business.

Learn how to create a Google AdWords account:

Get your AdWords tracking tag

Google introduced a beta experience for tracking conversions that uses a slightly different tag than you might be used to. Google supports both the beta and the original versions of AdWords tracking. You can check which version you are using by logging in to your AdWords account and looking at the symbol in the top right corner of your AdWords overview page. If it is a wrench, then you are using the beta experience. If it is a gear, then you are using the original experience. The steps to get your tag will be a little different depending on your version of the AdWords experience.

Using the beta experience

Follow Google's instructions to get your conversion tracking tag.

Using the original experience

When creating your AdWords conversion tracker, make sure you select the following options:

  • Conversion Category: Purchase/Sale
  • Markup Language: HTML
  • Conversion Value: "The value of this conversion action may vary...":
Adword conversion

The code snippet will track conversions when placed on the order status page of your Shopify website.

The code looks something like this:


Sample code snippet only - DO NOT USE

<!-- Google Code for new_code Conversion Page -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = "en";
var google_conversion_format = "1";
var google_conversion_color = "ffffff";
var google_conversion_label = "Wk66CJYKwABCg6zc6wM";
var google_conversion_value = 1;
/* ]]> */
<script type="text/javascript" src="//">
<div style="display:inline;">

<img height="1" width="1" style="border-style:none;" alt="" src="//;label=&amp;guid=ON&amp;script=0"/>

Copy your own tracking code — and not the one above — to your clipboard.

For additional help setting up conversion tracking, visit Google support.

Add your conversion tracking tag

Whether using the new or old AdWords experience, you can add your tracking tag to your site:

  1. Scroll down to the Order Processing section. In the Order Processing section, locate the Additional scripts editable text box.

    Additional content scripts
  2. In the Additional scripts editable text box, paste the code snippet you received from Google.

  3. Click Save.

Manipulate your conversion tracking tag to provide real data

In the code snippet you just pasted, replace:

var google_conversion_value = 1;

With this code:

if ({{ subtotal_price }}) { var google_conversion_value = {{ subtotal_price | money_without_currency }}; }

If you prefer to include taxes and shipping in the conversion amount, use this instead of the code snippet above:

if ({{ total_price }}) { var google_conversion_value = {{ total_price | money_without_currency }}; }

We need to take care of the noscript tag as well, since customers might disable JavaScript in their browser when checking out.

Replace the following in the pixel tracking URL:



value={{ subtotal_price | money_without_currency }}

Or this:

value={{ total_price | money_without_currency }}

Troubleshooting conversion tracking

  • Why are some of my sales are not tracked?

    Keep in mind that only sales that originated with someone clicking on your ad will be recorded.

    Take note also that unless your order status page is visited after a transaction, the conversion tracking code just won't run. There will be no tracking if your customer is not returning to Shopify after a transaction has been completed using an offsite payment provider. This is hit and miss, and sadly, there's nothing we can do to help with that, other than suggest using a fully-integrated-with-Shopify payment provider in which case the order status page is always visited.

  • What are these values for?

    google_conversion_id: A unique value that allows Google to identify the advertiser receiving the conversion.

    google_conversion_value: A numeric value defined by the advertiser equaling the value of the conversion.

    google_conversion_label: The type of conversion that occurred (purchase, sign-up, page view, or lead).

    google_conversion_language: The language of the conversion tracking Google Site Stats text that appears on your website.

Google AdWords credit

After you pay your first monthly account fee to Shopify, you might be eligible for a Google AdWords credit. Using Google AdWords can help you advertise your online store.

Redeem your AdWords credit

To redeem your AdWords credit:

  1. Log in to your Shopify admin.

  2. In the Discounts section, you might see a message about Google AdWords. If you aren't eligible for the credit, then you won't see the message.

  3. Click Claim your Google AdWords Coupon to get a coupon code.

  4. Highlight the code and copy it.

  5. Create a new AdWords account. Click Start advertising today to begin.

  6. Enter the email address associated with your Google Account.

  7. In the What is your website? field, enter the Primary Domain of your store.

  8. Click Continue.

  9. Complete Step 2 of the set up to customize your AdWords campaign.

  10. In Step 3, complete the billing information form and paste your AdWords credit code into the Introductory offer field. Click Apply.

  11. Click Save and continue and complete Step 4 in Google.

Eligible countries

The Google AdWords promotion is available to merchants in the following countries and for the following amounts:

Country Spend Get
United States 25 USD 100 USD
Canada 25 CAD 100 CAD
United Kingdom 25 GBP 75 GBP
Australia 25 AUD 100 AUD
Austria 25 EUR 75 EUR
Denmark 200 DKK 600 DKK
Finland 25 EUR 75 EUR
France 25 EUR 75 EUR
Germany 25 EUR 75 EUR
Greece 25 EUR 75 EUR
Indonesia 150,000 IDR 450,000 IDR
Ireland 25 EUR 75 EUR
Italy 25 EUR 75 EUR
Malaysia 50 MYR 150 MYR
New Zealand 25 NZD 100 NZD
Norway 250 NOK 750 NOK
Philippines 500 PHP 2000 PHP
Portugal 20 EUR 60 EUR
Singapore 25 SGD 75 SGD
South Africa 200 ZAR 600 ZAR
Spain 25 EUR 75 EUR
Sweden 250 SEK 750 SEK
Switzerland 25 CHF 100 CHF
Thailand 500 THB 1500 THB

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