Google Ads Enhanced Ecommerce Conversion Tracking
Client Background:
This client wanted to run Google Ads to increase website sales. he wanted to track key metrics like the number of sales from Google ads, the revenue generated, abandoned carts, and the overall performance of their ad campaigns.
My Role:
As a TRACKING & ANALYTICS EXPERT, I helped him to implement Google Ads Enhanced Conversion tracking on his e-commerce website.
Challenges:
The main challenge was that the client’s website didn’t have a Data Layer enabled. To track important metrics like product values, transaction ID, Currency, and user data, such as First name, Last Name, Email, Phone, etc it was essential to have this information available in the Data Layer. Without it, accurately measuring key metrics and optimizing the ad campaigns with enhanced tracking would be difficult
Solution:
After a quick 30-minute Zoom call and a look at his website and requirements, I decided to create 3 conversion actions and enabled the Data layer.
Conversion actions:
🛒Add To Cart
🌟Begin Checkout
🌟Purchase
I use Google Tag Manager to manage the Conversion Tags /Scripts from a single interface.
I create a lot of variables to get accurate data from the Data layer. Also Created some Tags and triggers in Google Tag Manager.
Let’s see what i have done for him!
I have created Conversion actions and Turned on the Enhanced Conversion From Google Ad Account.
These Conversion Actions were inactive Because we did not send any hits from the website.
Tags created in Google Tag Manager for Google Ads Enhanced Ecommerce Conversion Tracking
Required Triggers created in GTM
I created the Google Ads conversion ID and the other three conversion labels as Constant variables. Whenever needed, I just call them in the tags.
For Enhanced Conversion Tracking, I created multiple variables to ensure that user data was properly sent to Google Ads.
For the Google Ads – Purchase Tag, I ensured it dynamically captured and included key details such as Conversion Value, Transaction ID, Currency Code, and information provided by users.
Additionally, I set up a Tag called “User Provided Data” to send user information to Google Ads
To send user data to Google Ads for Enhanced Conversion tracking, I used a Manually configured variable that pulls user inputs from the data layer
Manual Configured User Data Variable
After configuring Tags, Triggers, and Variables in the Google Tag Manager web container, I check them in GTM Built-in Preview mode to test and ensure that every tag is firing with expected data.
Add_to_cart Tag fired
Add_to_cart Tag contains required User-provided Data
Checkout Tag fired
Checkout Tag contains required User-provided Data
Purchase Tag fired
Purchase Tag contains required User-provided Data
All Tags are fired with expected Data ,which means setup is perfectly okay in GTM.
After thoroughly testing in GTM to ensure data accuracy, I published the container and made it live.
In the Google Ads account, Now the Conversion actions are active. I made a small adjustment by setting the Purchase action as Primary and the others as Secondary.
