Setting up Google conversion tracking for e-commerce
Case: Bringing the e-commerce conversion system in line with Google standards
Work format: Setting up and restoring a correct conversion system
Stack: Google Tag Manager, Google Analytics 4, Google Ads, Data Layer
Project type: e-commerce + lead generation
Client request
The client approached with a typical problem for e-commerce projects:
there was complete chaos with conversions in the advertising account, which prevented Google Ads from optimizing correctly.
Additionally, it was discovered that:
— conversions were custom set up by a previous specialist
— events did not meet Google’s e-commerce standards
— purchase was either not recorded or transmitted incorrectly
— value was assigned to secondary actions (phone clicks, micro-conversions)
As a result, the advertising was not learning from real sales.
Initial situation
— Standard e-commerce events were missing
— Data Layer did not comply with Google documentation
— Conversions in Google Ads were blurred
— Purchase was not used as the main optimization goal
— Algorithms were optimized for secondary actions
Decision made
It was decided not to fix the analytics on top of incorrect logic,
but to first bring the technical foundation in line with Google standards.
To do this:
— a technical task was prepared for the developer
— all events were brought to Google’s standard e-commerce model
Implementation
Preparation of the technical task for the developer
The client was recommended to first involve a programmer.
I prepared a detailed technical task, in which I specified:
— which e-commerce events should be transmitted to the Data Layer
— the structure and parameters of the events
— mandatory events:
view_item
add_to_cart
begin_checkout
purchase
Control of Data Layer implementation
During the developer's work, I:
— constantly tested events
— checked the correctness of the Data Layer
— monitored duplication
— controlled the sequence and logic of triggering
Final check after development
After the work was completed:
— the Data Layer was fully re-checked
— the correctness of all e-commerce events was confirmed
Setting up Google Tag Manager
Next, I:
— set up Google Tag Manager
— created triggers for Data Layer events
— transmitted events to Google Analytics 4
Setting up analytics and advertising
— events in Google Analytics were marked as key
— key events were transmitted to Google Ads
— Purchase was designated as the main conversion
— value was removed from secondary conversions
— phone clicks and micro-actions were excluded from optimization
Setting up lead forms
Since the business also works with applications:
— all forms on the site began to transmit the Form Submitted event to the Data Layer
— through Google Tag Manager, the event was transmitted to Analytics as Generate Lead
— Generate Lead was transmitted to Google Ads as a separate conversion
Result
— Google Ads began to see the Purchase conversion for the first time in a long period
— algorithms began to learn correctly from real sales
— advertising is optimized for business results
— the conflict between micro-conversions and purchases disappeared
— the conversion system became transparent and manageable
Summary for the client
— Correct e-commerce conversion system
— Full compliance with Google standards and documentation
— Clear logic for advertising optimization
— Reliable foundation for scaling without data distortion
Work format: Setting up and restoring a correct conversion system
Stack: Google Tag Manager, Google Analytics 4, Google Ads, Data Layer
Project type: e-commerce + lead generation
Client request
The client approached with a typical problem for e-commerce projects:
there was complete chaos with conversions in the advertising account, which prevented Google Ads from optimizing correctly.
Additionally, it was discovered that:
— conversions were custom set up by a previous specialist
— events did not meet Google’s e-commerce standards
— purchase was either not recorded or transmitted incorrectly
— value was assigned to secondary actions (phone clicks, micro-conversions)
As a result, the advertising was not learning from real sales.
Initial situation
— Standard e-commerce events were missing
— Data Layer did not comply with Google documentation
— Conversions in Google Ads were blurred
— Purchase was not used as the main optimization goal
— Algorithms were optimized for secondary actions
Decision made
It was decided not to fix the analytics on top of incorrect logic,
but to first bring the technical foundation in line with Google standards.
To do this:
— a technical task was prepared for the developer
— all events were brought to Google’s standard e-commerce model
Implementation
Preparation of the technical task for the developer
The client was recommended to first involve a programmer.
I prepared a detailed technical task, in which I specified:
— which e-commerce events should be transmitted to the Data Layer
— the structure and parameters of the events
— mandatory events:
view_item
add_to_cart
begin_checkout
purchase
Control of Data Layer implementation
During the developer's work, I:
— constantly tested events
— checked the correctness of the Data Layer
— monitored duplication
— controlled the sequence and logic of triggering
Final check after development
After the work was completed:
— the Data Layer was fully re-checked
— the correctness of all e-commerce events was confirmed
Setting up Google Tag Manager
Next, I:
— set up Google Tag Manager
— created triggers for Data Layer events
— transmitted events to Google Analytics 4
Setting up analytics and advertising
— events in Google Analytics were marked as key
— key events were transmitted to Google Ads
— Purchase was designated as the main conversion
— value was removed from secondary conversions
— phone clicks and micro-actions were excluded from optimization
Setting up lead forms
Since the business also works with applications:
— all forms on the site began to transmit the Form Submitted event to the Data Layer
— through Google Tag Manager, the event was transmitted to Analytics as Generate Lead
— Generate Lead was transmitted to Google Ads as a separate conversion
Result
— Google Ads began to see the Purchase conversion for the first time in a long period
— algorithms began to learn correctly from real sales
— advertising is optimized for business results
— the conflict between micro-conversions and purchases disappeared
— the conversion system became transparent and manageable
Summary for the client
— Correct e-commerce conversion system
— Full compliance with Google standards and documentation
— Clear logic for advertising optimization
— Reliable foundation for scaling without data distortion
Khmelnitskyi 
Available for hire