Google Ads

How to set up a purchase conversion in Google Ads

1. Open Conversions in Google Ads

2. Initiate a new conversion action

3. Choose conversion type “Website”

4. Scan your domain

5. On some accounts Google Ads tries to set up the conversion using an imported GA4 event. We recommend setting up the purchase conversion using a Google Ads conversion.

If you see Use Google Ads only click on Use Google Ads only.

6. Create conversion manually

7. Configure the Google Ads conversion settings

Use the following default settings. Only change if you know what you’re doing.

• Category: Purchase
• Conversion name: Purchase
• Value: Use different values for each conversion
• Default value: zero
• Count: Every
• Attribution: Data-Driven

How to find and set the conversion ID and conversion label

1. Get the conversion ID and conversion label

Open the purchase conversion in Google Ads.

Copy the purchase conversion id and label from the Google Tag Manager tab.

2. Set the conversion ID and label in the plugin

This features adds another level of detail to the purchase conversion. Along the conversion value it will add information about the items sold. In return you will see more detailed revenue metrics for the Google Shopping campaigns.

Benefits

• Detailed reporting on items sold
• Clear measure of revenue and profit generated by Shopping Ads
• Detailed reporting on cart size and average order value

Google support article on Conversion Cart Data (conversions with basket data)

Setup

Enable this feature by saving the Google Merchant Center ID in the plugin.

You can find the Google Merchant Center ID in the URL after you log into the Google Merchant Center.

Then enter the Google Merchant Center ID in the Conversion Cart Data field in the plugin settings under > Advanced > Google

Google Ads allows to track calls to a phone number on a website. It does this by automatically swapping the real phone number with a Google number which will redirect the call to the real phone number.

You can test the phone swapping by appending the following URL parameter on one of the pages where your phone number appears: #google-wcc-debug

The URL would then look like this: https://example.com/#google-wcc-debug

Google Ads Conversion Adjustments allow you to restate or retract conversions after they’ve been sent to Google Ads. This is particularly useful when orders get canceled, partially and fully refunded after the initial purchase.

The Pixel Manager generates a CSV file with all necessary data that can be consumed by Google Ads every night.

To learn more about Conversion Adjustments, read the following Google Ads Help article: https://support.google.com/google-ads/answer/7686447

1. Copy the conversion name of the purchase conversion in Google Ads.
   • Open Google Ads
   • Open > Tools and Settings > Measurement > Conversions
   • Open the purchase conversion
     

• Copy the conversion name

2. Paste the conversion name into the Pixel Manager. The name has to match exactly.

3. Copy the conversion adjustments feed name from the Pixel Manager.

4. Set up a nightly upload of the conversion adjustments in Google Ads.
   • Open Google Ads
   • Open > Tools and Settings > Measurement > Conversions > Uploads > Schedules
   • Create a new schedule

Settings:

• Protocol: HTTPS
• Source URL: The feed URL you copied from the Pixel Manager
• Frequency: Every 24 hours
• Time: 3:00 AM

• Click Save & Preview

5. Done

From now onward, Google Ads will download new conversion adjustments every night.

The Pixel Manager generates a list of adjustments that are between 2 and 4 days old. This is Google’s recommended way how to upload conversion adjustments. The reason why it should not generate a list of adjustments right after they happen is the following: Google Ads can take up to 24 hours to process the initial purchase conversions. So if we upload conversion adjustments before Google Ads processes the initial conversions, Google Ads would throw an error.

The following is a report of what a regular conversion adjustments upload looks like:

Here’s a list of supported events.

Google Ads allows you to track Custom Variables.

With the following filter you can add Custom Variables to the purchase conversion event:

/wp-content/themes/child-theme/functions.php

add_filter('pmw_google_ads_order_custom_variables', function ($custom_variables, $order) {

    $custom_variables['example_variable'] = 'example_string';
    $custom_variables['color']            = 'example_blue';
    $custom_variables['product_name']     = 'example_name';

    return $custom_variables;
    
}, 10, 2);