How To Track Google Ads Conversion Value With WooCommerce

Filip Čačić

Filip Čačić

Woocommerce And Google Ads Conversion Value


Creating a Google Ads campaign is a relatively simple process. Especially for a simple website whose goal is to collect leads through a contact form. In this case, the conversion value is always the same.

E-commerce campaign, however, is a completely different matter. It implies taking one extra step – tracking the value of the conversion itself, which is different every time.

This way, we can get the ratio earned/invested and calculate ROAS and ROI – the basic metrics that show the success of a particular campaign.

Fortunately, dynamic conversion value tracking is pretty easy if you’re using WooCommerce.

How to set up conversion action in Google Ads

First, we need to create a conversion action within the Google Ads interface.

Here’s our visual step-by-step guide:

  1. Click on Goals in the left sidebar
  2. Click on ConversionsSummary
  3. Click on New conversion action
Setting Up Conversion Tracking In Google Ads
  1. Select Website to track actions on your website and then scroll down and click on Add a conversion action manually
Tracking Conversion Actions On Website In Google Ads
  1. Select Purchase from a dropdown menu next to Goal and action optimization
  2. Fill out Conversion name field however you want
  3. Select Use different values for each conversion and leave the default value as is
  4. Select to count Every conversion per click or interaction and then click Save and continue
  1. Click on Use Google Tag Manager and copy Conversion ID (ex.10928030233) and Conversion label (ex. J2geCPDYiYEZEJmE8too) in Notepad

Pixel Manager for WooCommerce

First, you need to install the plugin Pixel Manager for WooCommerce and then:

  1. Go to WooCommerce → Pixel Manager
  2. Inside the Google Ads Conversion ID field paste the previously copied Conversion ID 
  3. Inside the Google Ads Purchase Conversion Label field paste the previously copied Conversion label value
  4. Click on Save Changes

Order total logic

Using the Pixel Manager, you can choose between two types of values:

  • Order subtotal – does not include tax, shipping, and card payment fees (PayPal, etc.)
  • Order total – includes tax, shipping, and extra fees

You can configure this by clicking Advanced Shop.

Final words

That’s it, this is the simplest way you can track dynamic conversion values within WooCommerce and calculate the ROAS/ROI of your campaign.

If you need help with the implementation of conversion tracking for your WordPress website, contact us – we will be happy to help you.

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