When it comes to advertising we have two types of conversions. Macro and Micro conversions. Macro conversions are the primary conversions on the website 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…
In this article, I will explain how to track micro conversions in Shopify for your Google Ads account.
You need to prepare the following accounts:
- Google Analytics
- Google Ads
Link Google Analytics to Google Ads
Go to Google Analytic’s Admin panel and choose under Product Linking > Google Ads Linking. Choose your account and click continue.
Create Your Goals In Google Analytics
Again go to the admin panel of Google Analytics and under the view section (far right) click on Goals.
Now click on New Goal
Now from the Goal Setup, choose custom and continue.
Now enter a name, I have chosen the name Added product to cart, you can choose any name you like.
And choose Destination as your type. Leave Goal slot ID as default. Now continue.
For the destination, we want to set equals to and the value /cart
You can click on verify, to see if you have already received clicks to this destination. Now click on Save.
Linking Goals To Google Ads
Go to Google Ads and navigate to Tools & Settings > Conversions
Now click on the blue plus sign and choose import.
Choose Google Analytics from the import options and continue.
Choose your goal and click on import and continue, then click on done.
Google Ads Conversion Settings
Now we need to make some changes to the settings. I recommend adding value and change the attribution model.
The value of the conversion can be anything, this you need to calculate yourself, how much is a click for this action worth to you? Then add this value.
The attribution model should be changed from last click, to any other model. I recommend for growth puproses to use position-based. You can read more about Google Ads attribution model.
You have now completed all the steps to add a micro conversion.
Repeat these steps for the following destinations:
- Added address
- url: /checkout/contact_information
- Added shipping info
- url: /checkout/shipping
- Added payment info
- url: /checkout/payment
- url: /search
Track your existing website visitors by installing remarketing for Shopify. A returning visitor is twice as likely to convert then a first time visitor. Use this data for display remarketing ads and audience targeting.
Easily install conversion tracking in Shopify with one code.