How to Properly Create a Conversion Tag for Leads in Shopify

When running lead generation campaigns on Shopify, tracking conversions correctly is essential for measuring results and letting Google Ads optimize effectively. Below is a step-by-step guide to creating a lead conversion tag in Google Ads and deploying it through Google Tag Manager (GTM).

1. Create the Conversion in Google Ads

  1. Log in to your Google Ads account.

  2. In the top menu, click Tools & Settings > Conversions.

  3. Click + New Conversion Action.

  4. Choose Website as the source.

  5. Select Lead as the category.

  6. Enter a name, e.g., Shopify Lead Form Submission.

  7. Set Value (use “Don’t assign a value” if not needed, or assign a fixed value per lead).

  8. Choose Count = One (since one person submitting multiple times shouldn’t count as multiple conversions).

  9. Save and continue.

  10. Copy the Conversion ID and Conversion Label (you’ll need them in GTM).

2. Set Up Google Tag Manager (GTM)

  1. Log in to Google Tag Manager linked to your Shopify store.

  2. Go to Tags > New > Google Ads Conversion Tracking.

  3. Paste in the Conversion ID and Conversion Label from Google Ads.

  4. Name your tag clearly, e.g., GA – Lead Conversion Tag.

3. Use a URL Path Trigger for Form Submissions

Shopify forms often redirect to a thank-you page after submission (e.g., /pages/thank-you or /thank-you).

  1. In GTM, go to Triggers > New > Page View.

  2. Select Page Path contains /thank-you (or your specific URL).

  3. Save this trigger.

  4. Attach it to the Lead Conversion Tag you just created.

Now, every time a user submits a lead form and lands on the thank-you page, the conversion will fire.

4. Add a Conversion Linker Tag (Very Important)

Google Ads requires a Conversion Linker Tag to correctly attribute clicks and conversions.

  1. In GTM, go to Tags > New > Conversion Linker.

  2. Trigger it on All Pages.

  3. Save and publish.

This ensures Google Ads can properly read cookies and link ad clicks to conversions.

5. Test & Verify

  1. Use Google Tag Assistant or Preview Mode in GTM to confirm the tag fires when the thank-you page loads.

  2. Submit a test form on Shopify and check if the conversion records in Google Ads within 24 hours.

  3.  Final Tip: Always double-check that the thank-you URL is consistent across all forms in Shopify. If you have multiple forms, you may need multiple triggers.

 

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