Primary Conversion
The main conversion action used for bidding optimization in Google Ads campaigns. Usually set to purchases for e-commerce. Smart Bidding optimizes specifically for primary conversions.
Glossary
Key terms for Google Ads conversion tracking and Shopify e-commerce.
A
Ad Blocker
Browser extensions or software that prevent ads and tracking scripts from loading. Can block Google Ads conversion tracking, causing missing conversion data. Enhanced Conversions help recover these lost conversions.
Attribution Lag
The delay between when a conversion occurs and when it appears in Google Ads reporting. Can be 24-72 hours, which is why you shouldn't judge campaign performance based on same-day data.
Attribution Model
The rule that determines how credit for conversions is assigned to different touchpoints in the customer journey. Common models include last-click, first-click, and data-driven attribution.
C
Checkout Extensibility
Shopify's framework for customizing the checkout experience. Important for tracking because it changes how and where conversion scripts can be placed on checkout and thank-you pages.
Click-Through Rate (CTR)
The percentage of people who click on your ad after seeing it. Calculated as: Clicks / Impressions × 100. Higher CTR generally indicates more relevant ads.
Consent Mode
A Google feature that adjusts how Google tags behave based on user consent choices. Enables privacy-compliant tracking while still capturing modeled conversion data.
Conversion Action
A specific customer activity that you define as valuable, such as a purchase, sign-up, or add-to-cart. Each conversion action is tracked separately in Google Ads.
Conversion ID
A unique identifier for your Google Ads conversion action. Required to configure your conversion tracking tag correctly.
Conversion Label
A secondary identifier used alongside the Conversion ID to specify which conversion action should be recorded when the tag fires.
Conversion Rate
The percentage of ad clicks that result in a conversion. Calculated as: Conversions / Clicks × 100. A key metric for measuring landing page and offer effectiveness.
Conversion Tracking
The process of measuring and recording when users complete desired actions (like purchases) after clicking on an ad. Conversion tracking connects ad clicks to valuable customer actions on your website.
Conversion Value
The monetary worth assigned to a conversion action. For e-commerce, this is typically the order total. Accurate conversion values are essential for ROAS-based bidding.
Conversion Window
The period of time after an ad click during which a conversion is attributed to that click. Default is 30 days for most conversion actions in Google Ads.
Cost Per Acquisition (CPA)
The average amount you pay for each conversion. Calculated as: Total Ad Spend / Number of Conversions. Lower CPA means more efficient advertising.
Cross-Domain Tracking
The ability to track user sessions across multiple domains. Essential for Shopify stores since checkout occurs on a different domain (checkout.shopify.com).
D
Data Layer
A JavaScript object that stores and passes information from your website to Google Tag Manager. Used to send dynamic values like order totals and transaction IDs.
Data-Driven Attribution
Google's machine learning-based attribution model that distributes conversion credit across multiple touchpoints based on their actual contribution to the conversion. Now the default for most Google Ads accounts.
Duplicate Conversions
When the same conversion is recorded multiple times, inflating your reported conversion numbers. Often caused by multiple tracking tags firing or page refreshes on thank-you pages.
E
Enhanced Conversions
A Google Ads feature that improves conversion measurement accuracy by using hashed first-party customer data (like email addresses) to match conversions. It helps recover conversions lost due to cookie restrictions.
F
First-Party Data
Data collected directly from your customers through your own channels (website, app, email). More reliable than third-party data and essential for privacy-compliant tracking.
G
GCLID (Google Click Identifier)
A unique parameter Google Ads appends to URLs when someone clicks your ad. Used to track the customer journey from ad click to conversion.
Google Ads Pixel
A piece of JavaScript code placed on your website that tracks visitor actions and sends conversion data back to Google Ads. Also known as the Google Ads tag or gtag.
Google Tag Manager (GTM)
A tag management system that allows you to deploy and manage marketing tags (including Google Ads conversion tracking) without modifying website code directly.
I
ITP (Intelligent Tracking Prevention)
A privacy feature in Safari that limits cookie lifespans and blocks cross-site tracking. Can significantly reduce conversion tracking accuracy without Enhanced Conversions.
M
Missing Conversions
Conversions that occurred but were not recorded by your tracking system. Common causes include ad blockers, browser privacy settings, and incorrect tag implementation.
P
R
ROAS (Return on Ad Spend)
A marketing metric that measures revenue earned for every dollar spent on advertising. Calculated as: Revenue from Ads / Cost of Ads. A ROAS of 4:1 means you earn $4 for every $1 spent.
S
Secondary Conversion
Conversion actions tracked for reporting purposes but not used for bid optimization. Examples include add-to-cart or page views. Provides funnel insights without affecting Smart Bidding.
Server-Side Tracking
A method of sending conversion data from your server directly to ad platforms, bypassing browser limitations. More reliable than client-side tracking but more complex to implement.
Shopify Web Pixel
Shopify's native system for adding tracking pixels and scripts to your store. Part of the Customer Events API that provides a standardized way to capture e-commerce events.
Smart Bidding
Automated bid strategies in Google Ads that use machine learning to optimize for conversions. Requires accurate conversion tracking data to work effectively.
T
Transaction ID
A unique identifier (usually the order number) sent with each conversion to prevent duplicate counting. Essential for accurate tracking when customers refresh the thank-you page.
V
View-Through Conversion
A conversion that occurs after someone sees your ad but doesn't click on it. The user later visits your site directly and converts. Typically has a shorter attribution window.
Put these terms into practice
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