How to Optimize Google Ads Conversion Tracking for Shopify Ecommerce Brands

Key Takeaways

Today, I'm going to walk you through the single most important Google Ads conversion settings in your account that you can use to reduce your cost per acquisition, increase your return on ad spend, and most importantly, reduce the wasted ad spend that is going on in your account right now. And by the way, this is the case in most Google Ads accounts from brands that we audit before enrolling their Google Ads strategy. Consider this as your secret weapon to beat the competitors in the Google Ads auction. Without further ado, let's dive right into the Google Ads account settings. So, here we are in a Google Ads account from a brand that we are going to enroll the Google Ads strategy. Uh, I went to goals and then to the conversions somewhere right here. And what we can see uh going on here is that they have several purchase connections, several add to cart, several beginning of checkout and several page view. In case this is not really a big issue, but we need to make sure that only the main conversion tracking is primary at the moment and the others are secondary. And the same for the other conversion objective such as add to cart. So in this case, I would click on the title, press edit settings, and then change this one to secondary account settings, not use for bidding optimization. The reason why we select this is that we only want to optimize for conversion settings because that's where the e-commerce stores make most of their profit. So then we go back to the summary again and we follow the same steps for the other conversion settings as well. So also here for the beginning of the checkout we press edit settings again and we press here the secondary option as well. Then we do the same thing for the page view. Here you see that both of them are primary. So if you have this the Google ads account will also optimize for page view settings but the profit is made of course in the conversions for the e-commerce store. So that's why we want to leverage this one and just do it on secondary. So the Google ads account take the data in consideration but not specifically optimize for this objectives. Put it on secondary again. And here another one that we need to change. Edit settings and do the same thing. Also check the custom goals. So now we can see that all conversion actions are on secondary. So this is the most important setting right now. And then you can see that the Google shopping app purchase is the only primary. It doesn't matter if you use the Google and YouTube app, we track or track B, other conversion tools. You need to have the most important settings as primary and the rest you do as secondary. So that is very important to do and also make sure to check that all conversions are noted any conversion value. So if we go inside the settings right here then you press edit settings again. So we can see that use different values for each conversion. In this way, we make sure that the conversions are tracked in euros because after sometimes you can change the uh goals for the Google ads campaigns from maximize conversions to maximize conversion value. But you need to make sure that you have the values actually noted in the primary conversion action. So that is very important as well to note right here. And then the other important thing is that we have a little batch here account default goal. So when you create a Google ads campaign, it will go automatically on the account default. But you want to make sure of course that that only happens for purchase. So right now you can see that the purchase goals is on 10 of 10 campaigns right now. And on this one we don't have the label on the add toart conversion um that it is visible in the campaigns. But if you have that you can go here to edit goal and make sure to click this one. Do not use add toart as an account default goal because then your campaigns are going to optimize in this case for add to cardarts and that works really well but not if you want to make profit. So, make sure to always select the account default goal for just the purchase and any other conversion goals such as begin checkout of page view should never be the account default in order to select and make sure that you make the most profit possible from your Google Ads account. And to double check this, we can go to the campaigns as well and then we can select here the addict settings. And then inside the campaign settings, you can also double check if everything is all right. So you can see here the conversion goal is set to campaign specific but we can change it to account default doesn't really matter but the only thing you need to see here is purchase uh because if you have the settings what I just changed in the ad account you will also have initial checkout uh add toart and page view here as campaign conversion goal but that's what you don't want because the row is made when you have the conversion in your Google ads account and in your Shopify store right so that's how you make the most profit from your Google ads conversion tracking and you would wonder, but many people have this actually set up the wrong way. So, make sure to double check this in your account. So, now that you know exactly how your Google Ads conversion settings should be, I highly recommend to watch the recommendation video after this where I show you exactly how to scale your Google Ads campaigns in the most profitable way. In fact, this is actually the strategy that the Google Ads Ireland headquarter advises to take in one of the bigger accounts that we manage right now. I see you there.