Emergency situation

In case of emergencies or breakdowns, you can send an SMS to our emergency hotline

On-call phone (SMS only)

+45 29 70 15 95

Send an SMS with the following information:

  • Your name and webshop
  • Description of the problem
  • Your callback phone number

Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

All support articles

Google Ads conversion tracking

How to set up Google Ads conversion tracking in Shoporama. Target Add to Cart, Begin Checkout and Purchase with Conversion ID and labels, as well as offline conversions for clicks that end up as orders.

Reading time: approx. {eight} minutes
Shopejer

Google Ads conversion tracking tells you which ad clicks actually lead to action on your online store. With Shoporama's built-in integration, you can track add to cart, checkout initiation and completed purchases without having to edit themes or work with Google Tag Manager. This guide takes you all the way from the Google Ads account to the Shoporama setup, and also covers offline conversions for even more accurate data.

Prerequisites

  • A Google Ads account with rights to create conversion actions.
  • The tracking module enabled in Shoporama (there may be a monthly fee).
  • Access to the Online Shop admin menu in Shoporama.

Step 1: Create conversion actions in Google Ads

  1. Log in to Google Ads.
  2. Go to Goals > Conversions > Summary.
  3. Click New conversion action and select Website.
  4. Create a conversion action for each event you want to measure. At a minimum Purchase, and preferably also Add to Cart and Begin Checkout.
  5. Once the action is created, find your Conversion ID (starts with AW-) and a Conversion Label for each action. You'll need both in Shoporama.

You don't need to install Google Tag Manager or insert tracking code on the site. Shoporama sends the signals itself after you enter the ID and labels.

Step 2: Enable tracking in Shoporama

  1. Go to Online Shop > Tracking in the left sidebar (the Online Shop section has a gear icon).
  2. Check the Enable tracking checkbox.
  3. Select Google Ads as your platform under "Which ones do you want to enable?".
  4. Fill in the fields in the Google Ads section and click Save.

Step 3: Enter Conversion ID and labels

  • Conversion ID (required) - your Google Ads ID in the format AW-123456789.
  • Conversion Label - Add to Cart (optional) - fires when a customer adds a product to cart.
  • Conversion Label - Begin Checkout (optional) - fires when the customer starts the checkout process.
  • Conversion Label - Purchase (required for ROAS measurement) - fires when a purchase is completed. The order amount is sent along as the conversion value.

What is tracked automatically?

When the Conversion ID is filled in, Shoporama automatically fires the relevant event at the right time:

  • Add to Cart is sent when a customer adds a product to the cart (requires label).
  • Begin Checkout is fired when the customer starts checkout (requires label).
  • Purchase is sent on the receipt page, with order amount and currency.

Fields you leave blank will not fire any events. It's fine to start with just Purchase and add the others later.

Server-side tracking

Classic tracking via the browser is increasingly blocked by ad blockers, ITP in Safari and cookie restrictions. If you enable server-side tracking in the tracking settings, conversions are sent from Shoporama's server instead, which typically increases the number of recorded conversions significantly.

Server-side tracking requires setting up a tracking subdomain and DNS configuration. Read more in Server-side tracking in Shoporama.

Offline conversions (advanced)

Even with server-side tracking, conversions are lost. Offline conversions solve this by sending the actual order back to Google Ads and linking it to the original ad click via gclid (Google Click ID). The result is complete conversion data that doesn't depend on cookies or browser tracking.

Here's how to get started:

  1. Invite ads@shoporama.dk as an administrator with the highest privilege level in your Google Ads account.
  2. Create a conversion point in Google Ads of type Import from clicks.
  3. In Shoporama under Online Shop > Tracking, fill in:
    • Conversion Action - find the value in the URL under Conversion details in Google Ads. The parameter is called ctId, for example ctId=123456789.
    • Customer ID - your customer number in Google Ads (typically displayed in the top right corner of the Ads interface).
    • Operating Customer ID - only needed if the account is managed via a Manager Account (MCC).
  4. Click Save.

Shoporama will then generate a CSV file with your conversions. The file can be downloaded at <your-webshop>/google_ads_offline_conversion.csv and is protected with basic auth. The username is ads and the password is on the tracking page, so Google itself can retrieve the file according to a schedule you set up in Google Ads.

Note that

The conversion point doesn't start receiving data until about 6 hours after it's created and only after Shoporama has accepted the invitation to your account. Please be patient for the first day.

Read the full guide in Google and Microsoft Ads offline conversions.

Consent Mode v2

Shoporama supports Google Consent Mode v2. When you enable Use Consent Mode in the tracking settings, consent signals are automatically sent to Google based on the customer's choices in the cookie banner. This means that tracking respects GDPR and only happens with consent, while Google can still model the missing conversions based on anonymized signals.

Tip: Use Google Ads

Use Google Ads with Google Analytics 4 for a complete overview of the customer journey from ad click to purchase.

Frequently asked questions

Where do I find the menu item in Shoporama?

In the left sidebar under the Online Shop (the section with the gear icon), click Tracking. This is the same page you use for Google Analytics, Meta Pixel and other tracking platforms.

Do I need to install Google Tag Manager?

No, you don't. Shoporama has a built-in Google Ads integration and you don't need Tag Manager or manual code in the theme. Just enter the Conversion ID and labels and the events will fire themselves.

Why don't the numbers in Google Ads match my order history 1:1?

Google uses attribution models that distribute conversions over time and channels. Additionally, ad blockers and cookie restrictions still block some browser tracking. Enable server-side tracking and possibly offline conversions to close the gap, but always expect a slight deviation from your own order statistics.

What is the difference between regular tracking and offline conversions?

Regular tracking sends the conversion the moment the customer completes the purchase in the browser. Offline conversions pull your orders from Shoporama and link them to the original ad click via gclid, so they count even if browser tracking was blocked. Offline data is typically more complete, but only comes in with a few hours delay.

Why do I need to invite ads@shoporama.dk to my account?

To upload offline conversions, Google requires that the party sending data has administrator access to the account. The access is only used to submit your conversions via the API. You can remove the access again if you disable the feature.

Does Consent Mode affect my ad costs?

No, Consent Mode does not change your costs. It only controls what signals are sent to Google based on customer consent. When a customer opts out of marketing cookies, Google models the conversion based on aggregated data instead of losing it completely.

Our online store uses an MCC account. What should I do differently?

Fill in both the Customer ID (the ad account itself) and the Operating Customer ID (your MCC/Manager Account). Invite ads@shoporama.dk to the underlying account where the conversions belong.

Can I test the setup before I let it run?

Yes, you can. Use Google Tag Assistant in Chrome or the Network tab in Developer Tools to see if the events fire. Create a test order and check that the Purchase event is sent with the correct amount. The conversions will only show up in the Google Ads interface after a few hours.

What happens if I only fill in the Conversion ID?

Then no events will fire. As a minimum, you must fill in Conversion Label - Purchase to measure ROAS. The other labels are optional and can be added later.

Related articles

Do you need help? Write to support@shoporama.dk.