Google Ads Conversions Health Check for Shopify Stores

Google Ads Conversions Health Check for Shopify Stores

In this article, we are going to touch upon some common issues that could cause such misleading conversion data and give some health check tips to prevent issues, including some additional suggestions.

For more detailed insights and troubleshooting tips, consider diving deeper into each section and using the provided tools and suggestions to optimize your Google Ads conversions effectively.

Common Issues

Let’s start with the most common issues that could potentially lead to wrong conversion data.

First, you need to access your conversions page by logging into your Google Ads account. Then, head to Tools & Settings and click Conversions under the Measurement section.

Google Ads - Conversions
If you are using the new Google Ads design, click Goals > Conversions> Summary from the left-side menu.

Google Ads - New Version

1. Missing conversions

It's common for Shopify users to notice a difference between their sales count and what Google Ads reports. For instance, if your store made 10 sales but only 5 came through Google Ads, Google Ads will only show those 5 sales. It's important to remember that Google Ads tracks only the sales directly linked to your ads.

Tip: The Last activity feature will show you all conversions, not just those from Google Ads.

2. Incorrect revenue values

Sometimes, the number of sales matches between your store and Google Ads, but the reported revenue doesn't add up. This discrepancy usually means there's an issue with how the sales value is recorded in Google Ads.

3. GA4 Purchase events are not imported

Not connecting Google Analytics 4 (GA4) with Google Ads is a missed opportunity. GA4 provides valuable data that can enhance your Google Ads campaigns. For guidance on importing GA4 conversions, check out this support article.

Purchase Event - Google Ads Conversion

Ads Health Checks

Conversion last activity date

Check the Status column next to your purchase conversion. The last activity date should align with your most recent sale, noting there might be a delay of 3-6 hours.
Conversion Last Activity

Conversion webpages section

This section lists the URLs from where sales originated. The number of sales should match the number of URLs listed, helping you identify any discrepancies.
Ads - Webpages
Lastly, here are a few more tips.

Enhanced Conversions

Enhanced Conversions provide more detailed data, such as customer contact details, improving the accuracy of your tracking. Previously recommended as a secondary measure, we now advise setting Enhanced Conversions as your primary conversion metric due to its reliability. Activation is straightforward through the Google Ads interface.

To sum up

So, in short, you should:
  • Know that you might have inaccurately-valued conversions in Google Ads because not all purchases may occur through Google Ads, and it only shows purchases that are received through Google Ads,

  • Check that your “Last activity” is accurate,

  • Make sure that you use the “Webpages” section to cross-check and prevent possible dilemmas,

  • ​Connect GA4 to your Google Ads!


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