How To Implement Google Ads Server-Side Tracking for Shopify

With Elevar you can implement Google Ads Conversion Tracking, Remarketing Tags, and Enhanced Conversion Data in just a few minutes.

Plus – this integration comes with built-in error monitoring so you’re the first to know when a tag breaks and risks impacting your campaigns.

Tracking Type Options

Once you’ve published the Elevar data layer to your Shopify store, you have control over how you implement Google Ads conversion and remarketing tags.

Choose between:

  • Client-side tracking
  • Server-side tracking
  • Combination of both

Shopify Data Sources

It’s likely you have different sources of data for your Shopify store. For example you may have:

  • Online store orders
  • Draft orders
  • Orders created via third party apps (ReCharge, Carthook, GRIN, etc)
  • Orders created via embedded checkouts (Facebook/IG Shop, TikTok shop, etc)

Because of this, Elevar provides multiple sources of data that is automatically synced to your tracking.

The Sources of data used for Google Ads are:

  • Online Store customer behavior (pageviews, product views, add to cart, initiate checkout, etc)
  • Webhooks for checkout and purchase events

The webhook integration is critical to ensure all purchase events from all of your Shopify channels are captured and sent to Google Ads.

Compatible With

  • Google Tag Manager Web Container
  • Google Tag Manager Server-Side Container
  • [coming soon] Elevar Fully Managed Server-Side

Primary & Secondary Conversions

During Q4 2021, Google Ads made changes to their Conversion Reporting screen. You will now see your Conversion Actions broken out into individual sections.

For example here are Add to Carts, Initiate Checkout, and Purchase actions broken out separately.



You’ll also notice within each there is a “Primary” and “Secondary” conversion.

This controls what conversion and associated conversion value is rolled up and reported on in your campaign performance reports.

Learn more about primary vs secondary conversion actions from Google here.

Remarketing Tags

Here are the tags you’ll find in Elevar’s default Google Ads integration:

  • Pageview
  • View Item (product view)
  • View Item list (collection view)
  • Add to Cart
  • Cart View
  • Search Results
  • Purchase

Customer Parameters

Here are the custom parameters included in each remarketing tag:

  • event name
  • event value
  • event item data (e.g. product SKU, etc)
  • ecomm_pagetype
  • visitor_type
  • ecomm_prodid
  • user ID

And here are the parameters included in purchase conversion events:

  • conversion value
  • transaction id
  • currency code
  • new customer (true or false)
  • customer LTV

Enhanced Conversion Data

Elevar automatically captures customer data that can be used in enhanced conversion tracking.

The customer parameters that Elevar makes available for use are:

  • First name
  • Last name
  • Phone number
  • Email
  • Address
  • City
  • State
  • State Code
  • Zip
  • Country
  • Country Code
  • Shopify Customer ID

Google Ads API (in beta)

Google offers the ability to send Enhanced Conversion data via API.

This allows you to keep your current conversion tracking in place “as is” and then add to this by sending just the hashed customer data needed for Enhanced Matching.

This is available on a request-only basis right now. Please email [email protected] to enable this.

Integration Specs

  • Available for Elevar Error Monitoring: Yes
  • Require Elevar Data Layer: Yes
  • Is Google Tag Manager Template Customizable: Yes
  • Implementation Skill Level: Beginner

Download Pre-Built Tag

If you have an Elevar account already, go to your Pre-Built Tags and download the Google Ads container shown here:


Download Google Ads Pre-Built Tags for Shopify

Click to download this container to import into your own GTM Account.

Steps To Implement Google Ads Tracking with Shopify

Follow these steps to get your pixel tracking in no time:

  1. Ensure you have a data layer implemented on your store that pushes Shopify data (like product SKU, revenue) into the data layer*
  2. Download the container and import into your GTM account
  3. Verify your Conversion ID and Conversion Label (for purchases) are accurate.
  4. Once verified and QA’d then publish
  5. *optional* Enable the server-side purchase conversion event

*If you don’t have data layer yet, install the GTM Suite from app store which implements complete data layer in 1 click. 

Common Issues

  1. Duplicate purchase conversions: be sure you do not have the same conversion label for a purchase set up in two places. For example you might have a hard-coded conversion event in the Shopify thank you page script setting. If you want to run this integration in parallel then create a new Purchase conversion and set as Secondary.
  2. Product ID mismatch. By default we use SKU in our remarketing tags. However if your product feed uses product or variant ID then you’ll need to change these in your web container tags.