Ensuring Accurate Conversion Tracking for Google in Marketer

At Marketer, we give you the ability to connect directly to your Google Ads and Analytics data. To get the most value from your campaigns, it's critical that your conversion events are tracked accurately. Without proper tracking, your campaign performance data may be incomplete or misleading, impacting optimization and budget allocation decisions.

Why Conversion Tracking Matters

Google’s campaign performance relies heavily on conversion data. This data helps:

Train Google’s algorithms to optimize toward your business goals
Attribute performance to specific campaigns, keywords, or ad groups
Provide visibility into return on ad spend (ROAS)
Enable automated bidding strategies like Target ROAS or Maximize Conversions

If conversion events are missing or firing incorrectly, Google may optimize against the wrong signals or underreport performance entirely.

What Counts as a Conversion?

Common conversion events in e-commerce include:

Page View
Product View
Add to Cart
Begin Checkout
Purchase (Transaction)

While all of these can be useful for analysis, Purchase (or Transaction) is typically the main conversion event used for reporting and optimization in Google Ads.

Where to Check Conversion Tracking

In Google Analytics (GA4):

Open your GA4 property.
Go to Admin > Events.
Confirm that relevant events (e.g. purchase , add_to_cart ) are being tracked.
Under Conversions, ensure that the key event (e.g. purchase ) is marked as a conversion.
- Navigate to Admin > Conversions, and make sure the event is toggled on.

How to Set Up or Troubleshoot Conversion Tracking

If you’re unsure whether your conversion tracking is configured properly, follow these steps:

Using Native Integration in Shopify

If you're using Shopify, connect Google through Shopify’s built-in integrations or a verified third-party app. Ensure that:

Your purchase confirmation page is tagged correctly.
The transaction value and currency are being sent to Google.
Duplicate conversions are not firing (especially if using both GTM and native tags).

Final Notes

Google only tracks what is explicitly configured. If your purchase event is missing or misfires, it won’t be counted.
Make sure conversions are triggered only on successful transactions, not on partial or failed orders.
Double-check that conversion values are passed to support ROAS-based optimization strategies.

By taking time to ensure your conversion events are set up properly, you enable Google’s machine learning systems to make smarter decisions and maximize your campaign performance.