Measure purchases from Google Ads with the right conversion action, purchase value, and consent.
This guide is for administrators with access to the store's active Diversity theme and the correct Google Ads account. Choose either the theme's built-in Google Ads connection or a well-thought-out Tag Manager installation for the same purchase. Do not follow both flows in parallel without checking what is being counted.
1. Choose what to count as a purchase
A conversion is an action you have chosen to measure, such as a completed order. Conversion tracking is needed to link purchases to ads, not to distinguish all organic traffic from paid traffic in general.
Check existing purchase actions before creating a new one. If the same purchase is sent both directly to Google Ads and via an imported Analytics conversion or Tag Manager, you must decide which one to use as the primary bidding goal. A common order ID does not automatically merge different conversion actions.
2. Get the correct send_to value from Google Ads
Open the conversion settings in the correct Google Ads account.
Select or create a website conversion for purchases. Specify that different values should be used for different conversions.
Open the tag setup and the purchase action's event snippet.
Get the entire value after
send_to: it contains an ID with the prefixAW-and a label after the slash, for exampleAW-123456789/AbCdEfGh.
Google changes the location of menus. The images show an older interface and help you recognize the choices for website, purchase, and event snippet; follow the features above in your current account.
3. Add the value to the active theme
Go to Appearance → Themes and open the active Diversity theme for editing.
Open Add-ons → Google.
Find Google AdWords Conversions.
Paste only the full value
AW-ID/label, without quotation marks or HTML code.Save and check the published store.
Do not paste the entire event script in this field or an extra copy in the header. If the field is missing, check the active theme and theme version. TPL and custom implementations have a different installation flow.
4. Understand what value is sent
The theme's built-in Google Ads connection sends the order's total amount including VAT, shipping, and any payment fees, the order's currency, and the order ID as transaction_id. The connection runs in the visitor's browser. It is not a server-based guarantee that every order will be registered in Google Ads.
For purchases through the theme’s Tag Manager data layer, ecommerce.value is the merchandise subtotal excluding VAT; shipping and tax are separate. A custom tag can therefore send a different value from the built-in Ads connection. Choose the intended value basis and compare reports using the same definition. Do not change the store’s VAT settings to correct a reporting value.
5. Check consent and measurement
Check the store's consent solution and Google Consent Mode settings before using advertising data.
Use Google Tag Assistant to check the correct account, conversion label, and consent signals.
Place a controlled test order according to your procedures if you need to verify the purchase event. Check that the correct action receives an event with the expected amount, currency, and order ID.
Check Google Ads diagnostics after its normal reporting delay. A test of the tag is not a promise that the purchase will be attributed to an ad.
Avoid duplicate scripts, duplicate primary purchase actions, and reloading the confirmation page as the only testing method. The absence of a registered conversion may be due to consent, browser protection, the wrong label, a lack of ad connection, or reporting delay. A payment refund does not automatically mean that a previously sent conversion is corrected in Google Ads.
Quickstart
Check existing purchase actions and choose a measurement path.
Get the full AW-ID/label for the correct purchase action.
Fill in Google AdWords Conversions in the active Diversity theme.
Check consent, event, and value basis.
Subscription and costs
The Google settings in Diversity are not a separate Plus or Pro add-on. The fields depend on the active theme and version. Ad costs and Google account settings are separate from the Abicart subscription.