How to Set Up Enhanced Conversions on Google Ads for Shopify Merchants

Unlocking the Full Potential of Enhanced Conversions on Google Ads for Shopify Merchants

In the realm of luxury e-commerce, where every touchpoint and transaction contributes to the overarching brand experience, the ability to accurately measure conversions is paramount. At Exhibea, we understand that for Shopify merchants, navigating the intricate landscape of Google Ads can be as complex as it is essential. Enter enhanced conversions—a powerful tool designed to refine and elevate your conversion tracking, ensuring that no detail is left unaccounted for in your quest to deliver a seamless customer journey.

The Significance of Enhanced Conversions

For brands that embody exclusivity and sophistication, understanding the nuances of customer behavior is not just beneficial—it’s critical. Enhanced conversions offer a refined approach to tracking by capturing first-party customer data, such as email addresses or phone numbers, directly from your website. This data is then hashed and sent to Google, where it’s matched with signed-in Google accounts, allowing for more accurate tracking and reporting.

This advanced level of insight enables Shopify merchants to gain a deeper understanding of their customer’s journey, ensuring that every interaction is meticulously accounted for, from the initial click to the final purchase. For luxury brands, where the customer experience is everything, enhanced conversions provide the clarity needed to make informed decisions that drive revenue and reinforce brand loyalty.

Instructions

To activate enhanced conversions in Google Ads, follow these steps:

1. Access your Google Ads account and navigate to Tools & Settings, then go to Measurement > Conversions.
2. Locate the Purchase conversion with a ‘Website’ source.
3. In the Enhanced Conversions section, check the box to enable the feature.

How to set up enhanced conversions for Shopify with the global site tag

For this method, you must have the Global Site Tag (gtag.js) installed on your Shopify store. We recommend following Shopify’s guidance available here to install the Global Site tag onto your store.

To set up enhanced conversions, follow these steps:

1. From the Measurement - Conversions page you were on earlier, you should see Tag type. Select Global site tag, then Edit code and Use event snippet.
2. Go back up on the page to the ‘Tag Setup’ section and click Google Tag Manager. From here, you need to get both your Conversion ID and Conversion label - save these for later use.
3. Next, from your Admin page, go to Settings, then Checkout, and finally Additional Scripts. Copy all of the code blocks you see here and keep them somewhere safe, just in case you need them in the future.
4. Locate your conversion script on that page.
5. Copy the code below

	<!-- Global site tag (gtag.js) - Google Analytics -->
	<script>
	  window.dataLayer = window.dataLayer || [];
	  function gtag(){dataLayer.push(arguments);}
	  gtag('js', new Date());
	  gtag('config', '', { 'allow_enhanced_conversions': true });
	</script>
	{% if first_time_accessed %}

		<!-- START Google Ads Enhanced Conversions  V1.3-->
		<script>
		var enhanced_conversion_data = {
		{% unless checkout.email == blank %}"email": "",{% endunless %}
		{% unless billing_address.phone == blank %}"phone_number": "",{% endunless %}
		{% unless billing_address.first_name == blank %}"first_name": "",{% endunless %}
		{% unless billing_address.last_name == blank %}"last_name": "",{% endunless %}
		"home_address": {
			{% unless billing_address.street == blank %}"street": "",{% endunless %}
			{% unless billing_address.city == blank %}"city": "",{% endunless %}
			{% unless billing_address.province_code == blank %}"region": "",{% endunless %}
			{% unless billing_address.zip == blank %}"postal_code": "",{% endunless %}
			{% unless billing_address.country_code == blank %}"country": ""{% endunless %}
		}
		};
		</script>
		  <!-- END Google Ads Enhanced Conversions  V1.3-->

		<!-- START Cart data V1.3-->
		<script>
		gtag('event', 'purchase', {
			'send_to': '',
			'transaction_id': '',
			'value': Shopify.checkout.total_price_set.presentment_money.amount,
			'currency': Shopify.checkout.total_price_set.presentment_money.currency_code,
			'discount': discount(),
			'aw_merchant_id': {{ gads_merchant_id }},
			'aw_feed_country': '',
			'aw_feed_language': '',
			'items': items()
		});
		
		function discount(){
			return (Shopify.checkout.discount == null) ? 0 : Shopify.checkout.discount.amount;
		}

		function items(){
			var jsonarray = [];
			for (var line_item_count = 0; line_item_count < Shopify.checkout.line_items.length; line_item_count++){
				jsonarray.push({
					id: {% if product_id == "product_id_variant-id" %}'' + Shopify.checkout.line_items[line_item_count].product_id + '_' + Shopify.checkout.line_items[line_item_count].variant_id{% elsif product_id == 'variant-id' %}Shopify.checkout.line_items[line_item_count].variant_id{% elsif product_id == 'sku' %}Shopify.checkout.line_items[line_item_count].sku{% endif %},
					quantity: Shopify.checkout.line_items[line_item_count].quantity,
					price: Shopify.checkout.line_items[line_item_count].line_price
				})
			}
			return jsonarray;
		}
		</script>
		<!-- END Cart data V1.3-->
	{% endif %}

1. You’ll need to update these sections of the code with your own information:
   1. gads_aw_id - Add the Conversion ID that you saved earlier, after the ‘AW-’ part.
   2. gads_send_to - This is your Conversion ID and Conversion label.
   3. product_id - This is the product ID format that’s used in your Google feed.
   4. merchant_id - Your Google Merchant account ID.
   5. feed_country and feed_language - Simply the country and language of your feed.
2. Paste the code with your updated information into the Additional Scripts section.

How Enhanced Conversions Elevate Your Strategy

The luxury market demands precision. Your customers expect a tailored experience, and your marketing strategies should reflect that. Enhanced conversions empower you to:

1. Refine Attribution Models: With more accurate data, you can fine-tune your attribution models to better understand which campaigns are driving the most valuable actions. This level of granularity ensures that your ad spend is allocated efficiently, maximizing your return on investment.

2. Optimize Campaign Performance: Enhanced conversions allow for more precise bidding strategies. By leveraging first-party data, you can better tailor your ads to resonate with your high-value customers, ensuring that your brand remains top-of-mind throughout their purchasing journey.

3. Boost Customer Lifetime Value: Understanding which channels and touchpoints contribute to conversions enables you to craft personalized experiences that drive repeat purchases. This is crucial for luxury brands, where the lifetime value of a customer is often more significant than the initial sale.

Implementing Enhanced Conversions on Shopify

Implementing enhanced conversions on your Shopify store is a strategic move that can significantly impact your marketing effectiveness. Here’s a brief overview of the process:

1. Ensure Your Shopify Store is Integrated with Google Ads: This is the first step to unlocking the power of enhanced conversions. Your store needs to be connected to Google Ads to start collecting and leveraging customer data.

2. Configure Your Conversion Actions: Set up the appropriate conversion actions within your Google Ads account. This involves defining what constitutes a conversion, whether it’s a purchase, a sign-up, or any other valuable customer action.

3. Enable Enhanced Conversions in Google Ads: Once your conversion actions are configured, you can enable enhanced conversions directly within your Google Ads account. This step is crucial, as it allows Google to start capturing and processing the first-party data from your Shopify store.

4. Monitor and Adjust: As with any new feature, it’s essential to monitor the performance of your enhanced conversions regularly. Use the insights gained to adjust your campaigns, ensuring that they align with your broader marketing objectives.