Enable Google Ads conversions

Go to Google ‣ Configuration ‣ Settings. In the Google Ads block, enable Google Ads Conversions and enter the Conversion ID of your account, like AW-123456789 (Goals > Conversions > Settings in Google Ads, in the tag setup).

screenshot: google-settings-ads
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Google ‣ Configuration ‣ Settings
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The Google Ads block of the Google settings: Google Ads Conversions enabled with the Conversion ID and the Conversion Actions link, then Enhanced Conversions, Dynamic Remarketing, New Customers, and Conversions with Cart Data.
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The whole Google Ads block (red frame).
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Conversion ID "AW-123456789" (throw-away).
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English UI, light theme, 1440px width, crop to the Google Ads block.

Conversion actions

A conversion action ties an event of the website to a conversion action of Google Ads. In Google Ads, create the action under Goals > Conversions > New conversion action, choose Website, and set it up manually with the Google tag. Copy its conversion label: it is the part after the slash in the send_to value of the event snippet (AW-123456789/AbC-D_efG-h12_34-567).

In Odoo, click Conversion Actions (or go to Google ‣ Configuration ‣ Conversion Actions) and create a line:

Field

Description

Name

A label, for example Online purchase.

Website

With several websites.

Event

The event that triggers the conversion: a site event such as Purchase, Lead, Sign up, Add to cart, Begin checkout, Contact, or Newsletter subscription, or a CRM stage event such as Qualified lead or Won lead (converted).

Conversion Label

The label copied from Google Ads.

Send Value

Sends the value and the currency of the event with the conversion. Enabled by default.

Upload Offline, Conversion Action ID

For purchases, see Offline conversions and audiences.

The conversion value of a purchase follows the eCommerce tracking settings (untaxed amount or total, excluded lines). The lead value is set in the CRM lead tracking.

Enhanced conversions

Enable Enhanced Conversions to improve the matching of the conversions with Google accounts. For customers known at the time of the event (logged-in customers and the customer of the order confirmation page), the email address, phone number, name, and address are hashed with SHA-256 and sent with the conversion, and added to the Google Tag Manager data layer. It only happens when the visitor accepted the marketing cookies. Enable Enhanced conversions for web in Google Ads as well.

Dynamic remarketing

With Dynamic Remarketing, the products viewed, added to the cart, and purchased are sent to Google Ads (retail vertical) to build remarketing lists and ads with the products the visitor looked at. The product identifier of the events must be the one of your product feed: see Product identifier.

Conversions with cart data

Enable Conversions with Cart Data to send the purchased items with the purchase conversion, so that Google Ads can report the product-level performance and the cost of goods. Fill in:

  • Merchant Center ID: the number of your Merchant Center account.

  • Feed Country and Feed Language: the country (for example ES) and the language (for example es) of the product feed registered in Merchant Center.

The items sent use the same identifier as your Merchant Center feed.

New customers

Enable New Customers to tell Google Ads whether a purchase is the first one of the customer: the customer acquisition goals of Google Ads can then give more value to new customers. An order is the first one when the same customer (the commercial contact) has no earlier confirmed order, whatever the sales channel.

See also