Adding Conversion Tracking To Shopify Via Google Analytics Goal Import
Pay Per Click
There's No Direct Way To Place Your Conversion Tracking Code Onto Shopify's /checkout/thank_you Page
Shopify currently allows you to add your Analytics code snippet to every part of their checkout process except for the thank you page (due to security reasons). Obviously, this presents you with a significant challenge if you're managing a CPC campaign to a Shopify store; you won't have the ability to track your cost per sale or CPA, and this makes for poor Google Ads management.
The Workaround: Create A Google Analytics Goal To Import Into Google Ads
To get basic conversion tracking in place on your client's Shopify store you'll want to start by ensuring that your Google Analytics account is linked to your Shopify store.
Side note: if you've not set up conversion tracking before you need to install the new global site tag across all pages and add the new event snippet to help you track conversions and clicks coming from Google Ads.
Be sure to put the new gtag on all pages (in addition to your current UA tracking code) and the event snippet on your thank you page or the page you'd like to track conversions on. You'll also want to select an option that best describes your situation. If you're already using the standard global site tag for Analytics, you'll want to choose the second option.
Once you've finished the above steps you'll want to create a goal in Google Analytics by selecting Admin > Goals > New Goal > Custom > Destination > Equals To /checkout/thank_you.
Link Your Google Analytics & Google Ads Accounts
To link your Google Analytics and Google Ads accounts do as follows from within the Google Ads interface.
Tools > Setup > Linked Accounts
On the box that reads Google Analytics click the word 'Details'
You'll then see a list of Google Analytics properties; find the correct property, and under the action, column click the word 'Link'
Import The Analytics Goal Into Google Ads Via The Import Feature
To import the goal from Analytics to your Ad account select Tools > Conversions > Then hit the large plus sign to add a new conversion
You should then see the following:
Select 'Google Analytics' and click 'Continue'
If you don't have any goals set up you'll see a screen similar to the one below (and you'll need to create a goal in Google Analytics before you can continue):
If you've successfully created a goal and linked your Google Analytics and Ad accounts you should see one or multiple goals as shown below:
Select the goal you'd like to import and hit the 'Import and Continue' button to finish.
This Is A Crude Method Of Reporting And Has Some Downsides
This method is useful for keeping an eye on your CPA, but is problematic in the way the import from Analytics to Ads works; imported goals have a delay similar to what you might have experienced in Google Ads when tracking goals.
The goals take about a day to transfer from Google Analytics to Ads, and this means you can't actively keep an eye on your cost per acquisition each day. That being said, you can get a good idea of the CPA from the previous day and work forward like this.
Obviously, this isn't a perfect solution (but it is a working one) and shouldn't be taken by shops or businesses where product margins need daily monitoring because of how tight they are. The other side of this (concerning e-commerce specifically) is how you won't have the ability to track multiple sales, and to get this sort of information will almost certainly require a more advanced setup. For the basics, though, this should help you get an idea of your CPA and will be invaluable if you're using Bing or Google Ad campaigns to drive traffic to your online shop.