Highlights of Google Ads Conversion Tracking
DataLayer for Google Ads dynamic remarketing
Provides the necessary data in the DataLayer to enable dynamic remarketing campaigns in Google Ads. Shows users ads for products that they have previously viewed or added to their shopping cart.
Increase the relevance of your ads and boost the conversion rate by targeting users with products they have already shown interest in.
Google Ads dynamic conversion tracking
Implements the dynamic conversion tracking of Google Ads to record the exact value of each conversion (e.g. purchase) together with the products purchased and transmit it to Google Ads.
Optimize your bidding strategies and campaigns based on actual sales value and maximize your return on ad spend (ROAS).
Conversions with shopping cart data
Enables the transmission of detailed shopping cart data to Google Ads for each conversion. You not only seethat apurchase has been made, but also exactlywhich productswere purchased, even if they were not directly advertised in the clicked ad.
Recognize which products are actually purchased after an ad click and which become bestsellers thanks to your advertising. Identify cross-selling patterns and understand which products lead to larger order quantities or higher order values in order to further optimize your advertising strategy and product range.
Google Ads Enhanced Conversion Tracking
Supports Enhanced Conversion Tracking for Google Ads. Securely transmits hashed first-party customer data (such as email, last name, first name, address, phone number) after a conversion to improve measurement accuracy, even when cookies are restricted.
Improve the attribution of conversions to your ad campaigns and get a more complete picture of campaign performance, even in an increasingly cookie-less world.
Google Ads User ID Tracking
Enables the transmission of a user ID to Google Ads in order to track the behavior of logged-in users across different devices and sessions and to better allocate campaigns.
Gain deeper insights into the cross-device customer journey and optimize your ad strategy for consistent user targeting.
Customer acquisition & Customer Lifetime Value (CLV)
Collects customer acquisition data and enables the transmission of customer lifetime value (CLV) information to Google Ads. This also works for guest orders by attempting to recognize the customer via unique characteristics such as the email address.
Identify valuable new customers and optimize your bids for long-term customer value rather than just the first transaction to drive sustainable growth.
New customer vs. existing customer tracking
Distinguishes between new and existing customers for conversions and transmits this information to Google Ads. Recognition also works for guest orders via the email address: It is checked in the Shopware order history whether the customer has already made a purchase with this e-mail address.
Customize your bidding strategies and advertising messages to either efficiently acquire new customers or profitably maintain and reactivate existing customer relationships.
Goolge Ads Events
view_search_results - dynamic remarketing event
This event is triggered when a user uses the search function on your website and is shown a page with search results. It transmits important data to Google Ads, in particular the user’s search terms and ideally the IDs of the products that were displayed in the search results. This allows Google Ads to later target users with dynamic remarketing ads that contain the exact products or product categories they searched for, increasing the relevance of the ads.
"event": "purchase",
"value": 839.98,
"items": [
{id: "SWDEMO10005.6", google_business_vertical: "retail"},
{id: "SW10002.1", google_business_vertical: "retail"},
{id: "SWDEMO10002", google_business_vertical: "retail"}
],
"search_term": "Hauptprodukt
view_item_list - dynamic remarketing event
This event is triggered when a user views a list of products on your website, typically on a category, brand or offer page (but not the search results page). It sends the IDs of the products that were displayed in this specific list to Google Ads. This makes it possible to later present the user with targeted dynamic remarketing ads with items from the viewed list or thematically matching products to maintain interest and increase the likelihood of conversion.
"event": "view_item_list",
"value": 839.98,
"items": [
{
"id": "SWDEMO10005.6",
"google_business_vertical": "retail"
},
{
"id": "SW10002.1",
"google_business_vertical": "retail"
},
{
"id": "SWDEMO10002",
"google_business_vertical": "retail"
}
],
view_item - dynamic remarketing event
This event is triggered when a user visits a specific product detail page on your website. It transmits the ID of the individual product being viewed to Google Ads. This is a crucial signal of buying interest and allows Google Ads to later show the user highly relevant dynamic remarketing ads promoting that exact item (or very similar ones) to encourage them to return and purchase.
"event": "view_item",
"value": 495.95,
"items": [
{
"id": "SWDEMO10001",
"google_business_vertical": "retail"
}
],
add_to_cart - dynamic remarketing event
This event is triggered when a user actively adds an item to their shopping cart. It transmits the ID of the added product (often also the quantity and price) to Google Ads. This signals a strong intention to buy. Google Ads uses this information to show the user targeted dynamic remarketing ads that highlight the item in the shopping cart and remind them to complete the purchase.
"event": "add_to_cart",
"value": 495.95,
"items": [
{
"id": "SWDEMO10001",
"google_business_vertical": "retail"
}
],
purchase Event
Google Ads Purchase Event: Comprehensive purchase data for maximum optimization
The Google Ads “Purchase” event collects detailed information on every purchase made after an ad click. It not only transmits the exact transaction value and the products purchased (dynamic conversion tracking & shopping cart data), but also distinguishes between new and existing customers (even for guest orders via email matching) and enables the transmission of the Customer Lifetime Value (CLV). Logged-in users can be assigned across devices via the user ID, while enhanced conversions improve measurement accuracy through securely hashed customer data. This comprehensive data enables precise optimization of bidding strategies (ROAS), a deeper understanding of customer value and product performance (including cross-selling), and a targeted approach to new and existing customers.
"event": "purchase",
"value": 19.99,
"transaction_id": "10344",
"currency": "EUR",
"discount": 0,
"items": [
{
"id": "SWDEMO10005.6",
"quantity": 1,
"price": 19.99
}
],
"email": "769f702a545ce43e13e4c02f8d9a7f931790740df61098ce792d8fec891d82f9",
"address": {
"first_name": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08",
"last_name": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08",
"street": "test",
"city": "Stuttgart",
"region": "Baden-Württemberg",
"postal_code": "70180",
"country": "DE"
},
"existing_customer": "yes",
"user_id": "0196480cc56b722aaeb789016ae2cadd",
"customer_type": "private",
"user_login_state": "Logged In",
"new_customer": false,
"customer_lifetime_value": "19.99",