Truth be told, if you don’t have a proper Google Ads - Shopify integration and follow the best practices, it means something quite costly for you: losing a lot of money.

You may complain about your Google Ads integration and the problems & errors & inaccuracies related to that. Also, your product feed, conversion tracking, and remarketing setup might disappoint you at some point.

The thing is, without a solid & steady setup, you cannot expect great results from Google Ads because it’s impossible for you to optimize your ad campaigns or spending.

We have prepared this ultimate guide to let you have an accurate Google Ads Integration with your Shopify store.

The topic is quite complex and includes many elements so unfortunately there is no quick guide or hack about this.

Take your time and read this guide till the end. There is no fluff here and it is solely created for Shopify merchants that wants the best out of Google Ads.

This guide will help you have the most accurate setup possible - and you will be able to detect any integration problems you have. You can also apply the best and up-to-date practices to your account.

We have covered the following topics:
  • How to set up Google Ads Conversions on Shopify (including Enhanced Conversions)
  • Best practices & toolset on Google Ads & Shopify connection
  • Remarketing setup through Global Site Tag and Google Tag Manager 🔖
  • Ideal Product feed setup
  • Common problems and solutions
  • Shopify Apps for Google Ads integration

Last but not least: We have included a wiki at the end of the page. You will find detailed explanations, definitions of the terms we are talking about throughout the guide

When you see this icon (🔖) next to a word, you can simply click on that and it will lead you to a detailed definition. You can return to the related section, later on, to keep reading.

Chapter 2

Dynamic Remarketing Setup on Shopify

Shopify Google Ads - Chapter 2

If you want to run profitable and accurate remarketing ads, you need to have a proper integration between Google Ads - Shopify.

The power of remarketing ads lies in your ability to target visitors based on their actions and behaviors on your website. For example, if they visit "Product A" but don’t make a purchase, you’d want to keep showing them similar adverts to "Product A" rather than "Product B".

That’s where the dynamic remarketing setup comes into play. It sends the visitor-level and product-level data to Google Ads based on your users’ actions.

As usual, there are several methods to complete the setup:

Method 1: Global Site Tag - Official Google App

Even though there are many methods to inject Global Site Tag tags/codes on your website, the official Google app is by far the most reliable and stable one.

You should just install the official Google sales channel app on Shopify follow along with the setup. Here are a few important tricks:

  • If you have errors on your Google Ads account, it might take some time for errors to disappear.
  • Google Sales Channel, unfortunately, doesn’t work well for all users and we have been reported that they didn’t get enough help from the official support center. In that case, move to method 2 and use Analyzify’s Dynamic Remarketing setup.

Method 2: Google Tag Manager - Analyzify Integration

Analyzify uses advanced data layers and a comprehensive Google Tag Manager container to make the dynamic remarketing work.

While our setup & onboarding wizard is user-friendly and easy-to-follow; our support team is always there for you to help you with your setup and accuracy.

We also provide you with a detailed troubleshooting guide in case you have some problems with your setup.

Learn more about it here:

Method 3: Other Google Ads Apps

Analyzify would be the perfect solution for you but don’t forget to check out some other apps in the market before making a decision.

We have included all top-selected Shopify App for Google Ads on our related page. Check it out: Hand-picked Shopify Google Ads apps

Chapter 4

Common Errors & FAQ

Shopify Google Ads - Chapter 4

Definitely yes! Analyzify's advanced data layers and Google Tag Manager setup increases the accuracy on your Google Ads tracking. We do send more data to Google Ads to increase the performance in general.

We strongly recommend using the official Facebook App for your product feed, Facebook Pixel, and Facebook Conversion API setup. The native integration works quite well when the setup is done properly.

For Shopify Plus stores, we additionally recommend Analyzify’s Facebook Conversion API connection, as we are able to send more data compared to the native integration.

For regular Shopify stores, the native connection is the best solution at the moment.

Don't worry, we have prepared an in-depth, step-by-step tutorial to help you validate your Google Ads conversion tracking so that you can easily detect where the problem is.

Feel free to use our guide on Google Ads Conversion Tracking Validation - even if you are not an Analyzify client!

Global Site Tag (aka. GTag) is responsible for sending data from your website to Google Ads for remarketing and performance enhancement purposes. This error happens when you don't have a proper remarketing setup on your website. Follow our Google Ads - Shopify playbook to make sure your settings are correct. You can also contact Analyzify's support team if you are an existing client.

Chapter 5

Definitions & Terms

Shopify Google Ads - Chapter 5
Google Tag Manager (GTM):
Google Tag Manager allows you to manage and deploy marketing tags on your website with ease. You can learn more about it on our video: https://www.youtube.com/watch?v=r5i_I7aoBGs
Shopping Ads:
Shopify Ads is a campaign option on Google Ads that is focused to products - specifically for e-commerce websites. Learn more here: https://support.google.com/google-ads/answer/2454022?hl=en
Merchant Center:
Google Merchant Center is how you connect your store with Google Ads using product feed. Learn more here: https://www.google.com/retail/solutions/merchant-center/
Global Site Tag:
It is a single tag to connect your website with many Google Products (Google Ads, Analytics, Optimize). Learn more here: https://developers.google.com/tag-platform/gtagjs
Event Snippet:
It works together with Global Site Tag and carries out the data of specific events from your website to Google Ads. Learn more here: https://support.google.com/searchads/answer/7566546?hl=en
Enhanced Conversions:
Google Ads’ new conversion tracking system involves more of the user’s data to enhance the attributions.
Primary Conversion:
The type of conversions that are taken into account while optimizing the ads.
Secondary Conversion:
The type of conversions that are only shown on specific reports and not taken into account in the main reports and ads optimizations.
Account ID:
Google Ads account ID that’s written on the right-top corner of the page.
Conversion ID:
Google Ads Conversion ID. It is account-wide data and the same for all conversions.
Conversion Label:
The differentiator for the conversions. It is conversion-level data and is being changed on each conversion.
Attribution Model:
Attribution models let you choose how much credit each ad interaction gets for your conversions. Learn more here: https://support.google.com/google-ads/answer/6259715?hl=en