Google Ads enhanced conversions from your Shopify checkout
ROASaurus fires Google Ads conversions from Shopify's checkout with the order id, a new-customer flag, the items and the customer details Google uses for enhanced conversions.
| Google Ads at a glance | |
|---|---|
| Connection | Google tag (gtag) inside the ROASaurus custom pixel in Shopify checkout |
| Conversions | Purchase; optional begin checkout, a separate new-customer purchase and a high-LTV purchase |
| Customer data | Email, phone, name, street, city, region, postal code and country from the billing address |
| Click ids | gclid, gbraid and wbraid, stored for attribution |
| Credentials | Conversion ID (the number after AW-) and a purchase conversion label |
| Spend sync | Yes: campaign spend, impressions and clicks per day, after you connect the ad account under Setup › Ad spend |
How it works
Google Ads is set up as a pixel in ROASaurus and runs inside the ROASaurus custom pixel in Shopify's checkout. It loads Google's tag with your AW- conversion id and enhanced conversions allowed. When an order completes, it sets the customer's email, phone and billing address as user data, then sends the conversion with transaction_id (the Shopify order id), value, currency and the line items.
Unlike the server-side platforms, the purchase is a browser conversion inside Shopify's checkout sandbox, not a call to a Google API from our server. With your Google Ads account connected under Setup › Ad spend, ROASaurus also works with Google from the server: it corrects purchase values later (to the real margin, or after a refund), uploads CRM lead stages as offline click conversions, sends in-store sales as store sales events and keeps Customer Match audiences in sync.
Settings
- Purchase conversion label (required): the conversion action for every order.
- Begin checkout conversion label: fires when checkout starts.
- New customer purchase label: a second conversion, sent only for a customer's first order. Every purchase also carries
new_customertrue or false when Shopify knows it. - Conversion value multiplier: for example 0.4 to report an estimated margin instead of revenue.
- Item ID template: leave it empty to send
shopify_+ your store's country + product id + variant id, the Merchant Center format, so items match your product feed. A custom template can use{ProductID},{VariantID}and{SKU}.
How to connect
- In Google Ads, copy the conversion ID and the label of your purchase conversion action.
- In ROASaurus, go to Tracking & platforms, click Add pixel on the Google Ads card and paste them, plus any optional labels.
- In Shopify admin › Settings › Customer events, add a custom pixel named ROASaurus, set permission to "Not required" and paste the snippet from your store's Tracking & platforms page.
Limits
- Purchase conversions come from the Shopify checkout only. On WooCommerce and the other webshops, ROASaurus uses Google click ids for attribution and for lead uploads, but sends no purchase conversions to Google Ads.
- Google Ads spend syncs after you connect your Google Ads account under Setup › Ad spend, also when you reach it through a manager account. ROAS, CAC and profit include it.
- With Respect visitor consent on, the Google tag loads only for shoppers who allow marketing cookies.
Related
Questions, answered
Does ROASaurus send Google Ads conversions server-side?
Purchases fire from the browser inside Shopify's checkout. From the server, once your Google Ads account is connected, ROASaurus corrects their values later, uploads CRM lead stages as offline click conversions and sends in-store sales as store sales events.
What does the new customer label do?
It sends a second conversion only when Shopify marks the order as the customer's first. Use it as its own conversion action to report new customers separately.
Do Google Ads clicks show up in attribution?
Yes. ROASaurus stores gclid, gbraid and wbraid and groups those visits under Google. ROAS uses the spend synced from your connected Google Ads account.
Every sale, traced to the ad that earned it
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