Free Shopify Enhanced Conversion Tracking Pixel For Google Ads + Micro Conversions + GA4

What is New?

• V1.05+ now supports cart data, for using cost of goods based bidding strategy in Google Ads
• V1.07+ now supports micro conversions + bug fixes
• V1.08+ now supports Google Analtyics 4 (optional)
• V2+ now supports remarketing & remove from cart

What is the difference between Micro and Macro Conversions?

When it comes to advertising, we have two types of conversions. Macro and Micro conversions. Macro conversions are the website’s primary conversions, such as completing an order or submitting a lead form. Micro conversions are smaller actions such as add to cart, view cart, add a delivery address, etc.

Requirements

You need access to the following accounts.

• Google Tag Manager
• Google Ads
• Google Analytics 4
• Shopify (Customer Events)

Let’s get started!

If you have not yet created a Google Tag Manager account, create one now.

Once the account is created, you should see a popup with your GTM tag, if you don’t see this, don’t worry, simply go to Admin > Install Google Tag Manager

Copy the tag id without GTM- as highlighted in the image below

Replace the following values in the settings:

• GOOGLE_TAG_MANAGER_ID
  • Add your GTM tag ID
• GOOGLE_MERCHANT_CENTER_ID
  • Add your Google Merchant Center account ID
• PRODUCT_COUNTRY_CODE
  • Set your default country ISO2 code, for usage in product IDs
• ESTIMATED_SHIPPING_TIME
  • Add your estimated shipping time
• GRANT_CONSENT
  • Defaulted to false, if you set it to true, you are forcing to set consent_mode v2 to true, regardless what the use selected (not recommended)
• ID_TYPE
  • Set your Google Merchant Center product ID format
• CAPITALIZE_SKU
  • If you are not using the default Shopify IDs and you are using SKUs, you can choose to uppercase the value

In the code replace GTM-123456 with your GTM tag ID

You can get the code by registering here: https://feedarmy.io/product/enhanced-tracking-pixel-for-shopify/

Go to Shopify > Settings > Customer Events

Click on add custom pixel

Paste your code, click on save and then connect.

In Google Tag Manager, go to admin > and click on import container.

GTM JSON File

In Google Tag Manager select the json file (you can find it in the downloaded file).

Chosing your workspace, click on existing and choose default workspace

Select Merge as the import option

Click on confirm

Go to Workspace > Tags > Click on Google Ads Shopify Pixel Conersion Tracking By FeedArmy

Hover over the tag and click on edit

Add your Google Ads conversion ID and Label when creating a new conversion.

In Google Ads go to Goals > Summary > Click on New Conversion Action

Select website

Enter any website domain, and click on scan

Scroll to the bottom of the page and click on Add a conversion action manually

Add your conversion action details:

For Goal and action optimization select purchase

For Conersion name, add any name, I recommend Shopify GTM Pixel

For the Value select Use different values for each conversion

Click on Done, then click on save and continue

Select Google Tag Manager and copy your id and label from Google Ads and paste it in Google Tag Manager

Now repeat the steps for the micro tracking (optional) (view the instructions video for more details) and ensure everything is set to secondary as goal, unless you know what you are doing:

• Add To Cart
• Remove From Cart
• Cart Viewed
• Begin Checkout
• Add Shipping Info
• Payment Submitted
• Search
• View Collection

Save the tag, and now lets publish the GTM container by clicking on Submit

Add a version name and click on publish

Let’s enable enhanced conversions in Google ads by clicking on done, then select your conversion action and click on ehanced conversions.

Check the box next to Turn on enhanced coversions

Check the radio button for Google tag or Googel Tag Manager and select next

Enter just a letter d, and click on check URL, as we want to force an error.

We can now click on select one manually

Click on Google Tag Manager > Next and click on save

Google Ads Remarketing

To enable the Google Ads Remarketing setup, we only need to copy the Google Ads conversion ID. You can find this by going to Goals > Select any website conversion action, such as the ones you just created, and copy the id.

And paste the conversion ID in the remarketing tag inside Google Tag Manager.

Google Analytics 4 Setup

Continue GA4 Installation: We now need to add our Measurement ID

• Tags:
  • Google Analytics 4 Data
  • Google Analytics 4 Page View

You can find your Google Analytics Measurement ID by going to:

1. Google Analytics
2. Cog Icon (admin)
3. Under Data collection and modification, choose Data Streams
4. Click on your data stream
5. Now you can view and copy your measurement id

Now click on both tags, and add replace the G-1234 that I added, with your own measurement ID.

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Trouble Shooting

Can Not See Data Layers

Because Shopify pixels run in sandbox mode, for privacy reasons, you cannot view data layers in your browser using conventional tools.

You will need to use a Chrome extension such as https://chromewebstore.google.com/detail/datalayer-checker-plus/blglfmihmnbhfgfbomofeljmididgfhe

Even then, it is only sometimes 100% working.

Zero Tracking

If nothing is working, even adding to the cart, that signals more serious issues. This means there is possibly a third-party app blocking pixels from working.

It’s also possible that your cookie consent is not enabling tracking, you can test by forcing the consent to be set as accurate in the code settings.

Some Conversions Are Tracking

If you notice that not all conversions are tracked in Google Ads, this signals that the payment method you are using is not sending back the correct data to Shopify. This is a known issue with third-party payment methods, even with the old additional script method.

Conversion Not Working

If your conversions are not working, then most likely your theme checkout and thank you page are not published.

Go to Shopify > Online Store > Themes > Click on Customize

Click on the home page drop down and select Checkout and new customer accounts

Click on checkout drop down and choose thank you and or checkout (whichever says unpublished)

Click on the sections button and publish.

You can also check if your checkout domain matches your domain. In some cases the domain name is myshopify.com instead of your domain.

Google Analytics Average Engagement Time Per Session

When using Shopify Pixels / Customer Events, and due to Shopify using sandbox environment, automatic events, including engagement event for Google Analytics aren’t triggered.

Change Log

• 18 January 2025: V2.0026 Updated remarketing tags (they where not complete before)
• 29 October 2024: V2 Includes remarketing, remove from cart micro conversion.
• 6th October 2024: V1.0816 Fixed purchase report issue in GA4 (just update the pixel code in Shopify)
• 2nd September 2024: v1.0814 Fixed the pixel code to correctly show the item_id instead of the id (For GA4).
• 2nd September 2024: V1.0813 Fixed an issue with event naming convention
• 25th August 2024: V1.08+ now supports Google Analytics 4
• 8th August 2024: V1.07+ now supports micro conversions + bug fixes
• 16th July 2024: Updated GTM enhanced conversion data to be lowercase, as per documentation and highlighted by Lowie Verschelden
• 14th July 2024: Added V1.05 cart data, so that you can use Google Ads cost of goods based bidding.
• 18th June 2024: Added conditional checks for enhanced data to avoid listing empty values
• 10th June 2024 : Updated GTM Container, incorrect mapping of some variables (to update please delete all variables in GTM, and re-import with merge option)

This Shopify Pixel / Customer Event code, has been tested and verified as working for Shopify merchants that have enabled Checkout Extensibility.

The first step is to get your conversion id and label.

Log in to Google Ads and go to Goals > Conversions > Summery

Click on the blue button that says + New conversion action

Select Website as your conversion method.

Enter your website address, and scan.

If you see a banner that says to use Google Analytics, then click on Use Google Ads only

Click on +Add conversion action manually.

• Choose Purchase as your Goal and action optimization
• Enter any conversion name, I will call it Shopify Pixel
• Select Use different values for each conversion
• Leave the rest unchanged and click on done

Click on See event snippet

Copy the code and paste in a temporary text file, we will copy some details at a later stage.

Click on Done.

Now go to Shopify > Settings > Customer Events

And click on Add custom pixel

You can give it any pixel name, but I will call it Google Ads Conversion. Now click on Add pixel.

When editing the code below, please do not remove or change the author, and respect who built it.

// Created by FeedArmy V1.04

Paste the below code in the Shopify pixel.

// Created by FeedArmy V1.05
const script = document.createElement('script');
script.setAttribute('src', 'https://www.googletagmanager.com/gtag/js?id=AW-123456789');
script.setAttribute('async', '');
document.head.appendChild(script);

window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'AW-123456789', {'allow_enhanced_conversions':true});

analytics.subscribe("checkout_completed", (event) => {
  gtag('set', 'user_data', {
    email: event.data?.checkout?.email,
    phone: event.data?.checkout?.phone,
    address: {
      first_name: event.data?.checkout?.shippingAddress?.firstName,
      last_name: event.data?.checkout?.shippingAddress?.lastName,
      street: event.data?.checkout?.shippingAddress?.address1,
      city: event.data?.checkout?.shippingAddress?.city,
      region: event.data?.checkout?.shippingAddress?.province,
      postal_code: event.data?.checkout?.shippingAddress?.zip,
      provinceCode: event.data?.checkout?.shippingAddress?.provinceCode,
      country: event.data?.checkout?.shippingAddress?.country,
      countryCode: event.data?.checkout?.shippingAddress?.countryCode,
    }
  });

  gtag('event', 'conversion', {
    send_to: 'AW-123456789/abcdefg123456789',
    transaction_id: event.data?.checkout?.order?.id,
    value: event.data?.checkout?.subtotalPrice?.amount,
    currency: event.data?.checkout?.subtotalPrice?.currencyCode,
  });
});

From your previously copied code from Google Ads, copy the AW-123456789 id highlighted in the image below.

And paste it twice on row 3, and row 10, by replacing the existing ID AW-123456789 (shown in red in the image above)

Go back to your Google Ads code and now copy the full ID and Label as highlighted in the image below.

Replace the send_to value between the quotes on row 14. (shown in red in the above image)

Now click on save in the top right corner followed by clicking on Connect, accept Shopify terms and conditions. And you are all done.

Testing

You can’t test code on Shopify’s checkout thank you page because it’s in sandbox mode, meaning tools like Google Tag Assistant or GTM Preview Mode won’t work. If you want to check data layers, you need to use a chrome extension such as https://chromewebstore.google.com/detail/datalayer-checker-plus/blglfmihmnbhfgfbomofeljmididgfhe

Change Log

• V1.05 – 20 May 2024: Changed the order of gtags
• V1.04 – 20 May 2024: Added user_data values after Sve (comment below) confirmed Google’s own version. I already built this months ago, but needed confirmation it’s correct.
• V1.03 – 02 March 2024 : Supports multicurrency and used subtotal price instead of total
• V1.02 – 27 February 2024 : Public Release

Support My Work!

My conversion tracking code is constantly updated and provided free for anyone to use. As I don’t ask for any monitary value in return, I would be grateful if you consider leaving a review: https://www.trustpilot.com/review/feedarmy.com

Supported Functions

• Automatically supports multi currencies.
• Automatically converts European prices with commas to dots.
• Optional choice for disabling tax and shipping in your checkout value.
• Includes the new Google Ads enhanced conversion option

Requirements

• Access to Google Ads > Conversions
• Access to Shopify > Settings

Step 1: Open Shopify Checkout Settings

Open a new tab in your browser and log in to your Shopify Admin Panel

Navigate to Settings (Gear Icon) and choose Checkout

Step 2: Setup & Copy Your Google Ads Conversion Code

In a second browser tab, login to Google Ads and click on the tools and settings menu in the top right corner and select Conversions under the Measurement column.

Click on the big blue plus sign (New Conversion Action).

Now select website as your tracking template.

It will now ask you to scan your website URL. Enter your URL and click on scan.

Scroll to the bottom and choose to install the conversion action manually.

Then do the following :

• Conversion name
  • enter any name
• Category
  • Purchase / Sale
• Value
  • Use different values for each conversion
• Attribution model
  • Choose Position-Based (recommended for growth based businesses)
• The rest can be as default

I have written a great article on how to choose your attribution model.

Click on Create and continue

Now you can click on Save And Continue

Click on See Event Tag

Copy your Event Snippet and save it in a temporary file, for later use.

Click on Done

Click on the recently added conversion action

Enabling Enhanced Conversions is optional and not required. Some accounts may not see this option yet. So you can continue the steps below, excluding those related to enhanced conversions. (Skip to Step 3)

Now go to Tools and Settings > conversions > settings or click here: https://ads.google.com/aw/conversions/customersettings

By enabling enhanced conversions you allow Google to improve its accuracy to track conversions. This seems to be required due to Apple’s IOS14 no tracking prompt.

After you have checked the box and clicked on save, you will get a terms and conditions prompt, read it and confirm.

Now choose Google Tag and click on Tag Details.

Now check the box next to Specify CSS selectors or JavaScript variables

• Change CSS selector to Global Javascript variable
• Enter the following values for Email
  • enhanced_conversion_data.email

Repeat the steps for Phone number and Name and Address

• Phone
  • enhanced_conversion_data.phone_number
• First name
  • enhanced_conversion_data.first_name
• Last name
  • enhanced_conversion_data.last_name
• Street address
  • enhanced_conversion_data.home_address.street
• City
  • enhanced_conversion_data.home_address.city
• State
  • enhanced_conversion_data.home_address.region
• Country
  • enhanced_conversion_data.home_address.country
• Postal code
  • enhanced_conversion_data.home_address.postal_code

You might ask, why the javascript values? Well on your thank you page, the javascript selector for all the values is added as a javascript variable when using the conversion tracking code below (From V1.5). This will only work if you use the code below.

Step 3: Editing and Pasting Your Google Ads Conversion Tracking

Go back to Shopify and scroll down until you see Order Processing (from step 1), at the bottom of this section you will have a field where you can paste code that is labeled Additional Scripts.

If you have two fields such as post purchase and order status, then add the code to the order status field.

Copy the send_to value (image below) and replace fa_send_to value with your value in the code template below.

1. replace the value for fa_send_to
   • replace the value AW-123456789/abcdefghijlklmnopq with your event snippet send_to value
2. Choose yes or no for fa_include_tax_and_shipping
   • choose yes if you want to include tax and shipping in the checkout value or no to not include tax and shipping values.

Sometimes on rare occasions, when you set fa_include_tax_and_shipping to no, it would still include the shipping. I’m not sure why this sometimes happens, but it might have to do with the account country. So if you notice shipping is included, set the value to yes, and it will remove shipping.

Code Template (change the fa_send_to value with your code snippet send_to value)

<!-- FEEDARMY START Global site tag (gtag.js) - Google Ads V2.2 -->
<!-- For the latest and updated code or tutorial: https://feedarmy.com/kb/adding-adwords-conversion-tracking-to-shopify/ -->
{% assign fa_send_to = 'AW-123456789/abcdefghijlklmnopq' %}

{% comment %}DO NOT EDIT BELOW{% endcomment %}
{% if fa_google_coding %}{% assign fa_google_coding = true %}{%- else -%}{% assign fa_google_coding = false %}{%- endif -%}
{% assign fa_google_ids = fa_send_to | split: "/"  %}

{% if fa_google_coding == false %}
<script async src="https://www.googletagmanager.com/gtag/js?id={{fa_google_ids[0]}}"></script>
{%- endif -%}
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', '{{fa_google_ids[0]}}', {'allow_enhanced_conversions':true});
  var checkout = window.Shopify.checkout;
</script>
{% if first_time_accessed %}
<script>
  gtag('event', 'conversion', {
      'send_to': '{{ fa_send_to }}',
      'value': checkout.total_price_set.presentment_money.amount,
      'currency': checkout.total_price_set.presentment_money.currency_code,
      'transaction_id': '{{ order_id }}',
  });
  var enhanced_conversion_data = {
    {% unless billing_address.first_name == blank %}"first_name": "{{ billing_address.first_name }}",{% endunless %}
    {% unless billing_address.last_name == blank %}"last_name": "{{ billing_address.last_name }}",{% endunless %}
    {% unless checkout.email == blank %}"email": "{{ checkout.email }}",{% endunless %}
    {% unless billing_address.phone == blank %}"phone_number": "{{ billing_address.phone }}",{% endunless %}
    "home_address": {
      {% unless billing_address.street == blank %}"street": "{{ billing_address.street }}",{% endunless %}
      {% unless billing_address.city == blank %}"city": "{{ billing_address.city }}",{% endunless %}
      {% unless billing_address.province_code == blank %}"region": "{{ billing_address.province_code }}",{% endunless %}
      {% unless billing_address.zip == blank %}"postal_code": "{{ billing_address.zip }}",{% endunless %}
      {% unless billing_address.country_code == blank %}"country": "{{ billing_address.country_code }}"{% endunless %}
    }
  };
</script>
{% endif %}
<!-- FEEDARMY END Global site tag (gtag.js) - Google Ads V2.2 -->

Verifying and Testing

Verifying

You can verify if the code is working if you go to Google Ads > Tools and Settings > Conversions > here check if the status is verified.

Testing

First open up Tag Assistant when the new window opens up make a test payment to check if the conversion tracking is correctly installed. When you are on the final thank you page check the data within Tag Assistant.

Tip:
first_time_accessed is for the page, not for the customer. Subsequent orders will run a first_time_access again for the same person if it is a new browser session.

Trouble Shooting Enhanced Conversions

Make sure you have waited at least 3 to 7 days. Google requires time to compile the data.

Coverage:

You may encounter issues with regard to coverage. This can happen when customers pay through a third-party payment processor (PayPal), which may require that they enter customer data on a different domain instead of directly on your website like they do when they do not use a third-party payment processor. 

Match status:

If you are having issues with the match status, not all users fill out all the fields in your checkout. What you could do is remove the attributes in your Google Ads conversion list to only track emails or only track mandatory fields in your checkout.

By removing non-mandatory fields, you will avoid submitting empty fields to Google.

Change Log

• 8th September 2023 – updated the steps for enhanced conversion tracking
• V2.2 – 11 July 2023 – updated code to validate every value
• V2.1 – 24 June 2023 – updated checkout price to use presentment_money
• V1.8 – 10 August 2022 – Added enhanced conversion checks for email and phone number
• V1.7 – 07 June 2022 – Fixed incorrect total value when changing shipping and tax settings
• V1.6 – 28 April 2022 – Fixed the country code not adding the value correctly as highlighted by Jon Yildiz
• V1.5 – 27 July 2021 – Added Enhanced Conversions using Javascript and removed CSS
• V1.4 – 21 July 2021 – Added Enhanced Conversions using CSS
• Due to server migration, older changes are not listed

Support My Work!

My conversion tracking code is constantly updated and provided free for anyone to use. As I don’t ask for anything in return, I would be grateful if you consider leaving a review: https://www.trustpilot.com/review/feedarmy.com