How to Track Conversion Value in Google Ads for a WooCommerce Site

Tracking conversion value in Google Ads is crucial for understanding the revenue generated from your campaigns. If you’re running a WooCommerce store, setting up accurate conversion tracking will help you measure sales, optimise ads, and improve ROI. At Inventiva Creative Studio, we specialise in advanced tracking and AI-powered marketing solutions—this guide will help you master Google Ads conversion tracking and Google Analytics 4 (GA4) Ecommerce tracking using Google Tag Manager (GTM).

Step 1: Install Google Tag Manager (GTM) on WooCommerce

To send conversion data from WooCommerce to Google Ads and GA4, you need Google Tag Manager (GTM) installed on your site.

Method 1: Install GTM Using a Plugin (Recommended)

1. Install the Google Tag Manager for WordPress plugin.
2. Go to WordPress Dashboard > Plugins > Add New.
3. Search for Google Tag Manager for WordPress, install, and activate it.
4. Go to Settings > Google Tag Manager and enter your GTM Container ID (found in GTM under Admin > Container Settings).
5. Save changes.

Method 2: Install GTM Manually

1. In Google Tag Manager, go to Admin > Install Google Tag Manager.
2. Copy the two code snippets:
   • First snippet goes inside <head> in header.php of your theme.
   • Second snippet goes immediately after <body> in header.php.
3. Save and upload the updated file.
4. Use Google Tag Assistant to verify that GTM is working.

Step 2: Set Up Google Ads Conversion Tracking in GTM

Google Ads needs to track purchase events to measure conversion value.

Create a Conversion Action in Google Ads

1. Go to Google Ads > Tools and Settings > Conversions.
2. Click New conversion action.
3. Select Website and enter your WooCommerce store URL.
4. Choose Purchase as the conversion type.
5. Under Value, select Use different values for each conversion.
6. Set Count to Every (to track all sales).
7. Click Create and Continue.
8. Copy the Conversion ID and Conversion Label.

Create a Google Ads Conversion Tag in GTM

1. Open Google Tag Manager.
2. Click Tags > New.
3. Name it Google Ads Conversion Tracking.
4. Click Tag Configuration > Google Ads Conversion Tracking.
5. Enter the Conversion ID and Conversion Label from Google Ads.
6. Click the variable icon {{}}, and select New Variable for Conversion Value.
   • Variable Type: Data Layer Variable
   • Data Layer Variable Name: ecommerce.purchase.value
   • Save.
7. Create another variable for Transaction ID.
   • Variable Type: Data Layer Variable.
   • Data Layer Variable Name: ecommerce.purchase.transaction_id.
   • Save.
8. Click Triggering > New.
   • Choose Custom Event.
   • Enter the event name: purchase.
   • Save.
9. Save and Publish the tag.

Step 3: Enable Ecommerce Tracking in Google Analytics 4 (GA4)

GA4 automatically tracks Ecommerce events when they are properly set up via Google Tag Manager.

Create a GA4 Configuration Tag in GTM

1. Open Google Tag Manager.
2. Click Tags > New.
3. Name it GA4 – Configuration.
4. Click Tag Configuration and choose Google Analytics: GA4 Configuration.
5. Enter your GA4 Measurement ID (found in Admin > Data Streams).
6. Select Send a page view event when this configuration loads.
7. Click Triggering and choose All Pages.
8. Save and Publish.

Create a GA4 Purchase Event Tag in GTM

1. In Google Tag Manager, go to Tags > New.
2. Name it GA4 – Purchase Event.
3. Click Tag Configuration > Google Analytics: GA4 Event.
4. Select GA4 Configuration Tag.
5. Set Event Name to purchase.
6. Click Event Parameters > Add Row:
   • Parameter Name: transaction_id
   • Value: {{Transaction ID}}
   • Parameter Name: value
   • Value: {{Transaction Value}}
   • Parameter Name: currency
   • Value: {{Currency Code}}
7. Click Triggering > New.
   • Choose Custom Event.
   • Event name: purchase.
   • Save.
8. Save and Publish the tag.

Step 4: Verify Your Tracking Setup

A) Check Google Tag Manager Debug Mode

1. In GTM, click Preview.
2. Enter your WooCommerce site URL.
3. Make a test purchase.
4. Check if Google Ads Conversion Tag and GA4 Purchase Event fire correctly.

B) Check Google Ads Conversion Tracking

1. In Google Ads, go to Tools and Settings > Conversions.
2. Check if Purchase conversions are being recorded.

C) Check GA4 Ecommerce Data

1. In GA4, go to Reports > Monetisation > Ecommerce Purchases.
2. Click Real-time Report and make a test purchase.
3. Ensure the purchase event appears.

Step 5: Import GA4 Conversions into Google Ads

To improve tracking accuracy, import GA4 purchases into Google Ads.

1. Go to Google Ads > Tools and Settings > Conversions.
2. Click New conversion action > Import.
3. Choose Google Analytics 4 properties > Web.
4. Select Purchase and import it.
5. Save and review the tracking in Google Ads.

Final Thoughts

At Inventiva Creative Studio, we help businesses optimise their ad tracking, ensuring accurate reporting and higher ad performance. If you need expert assistance in setting up advanced conversion tracking, contact us today!

Have any questions? Let us know in the comments!