Server-side events · Setup reference
Google Ads conversion tracking and enhanced conversions via Google for WooCommerce checker
Google for WooCommerce adds its own built-in Google tag and, when you create a campaign through it, sets up Purchases, All Pages (Page View), Product Page, Add to Cart button and Cart Page conversion actions; only Purchases gets a conversion value. Enhanced conversions needs a checkbox in the extension and a separate opt-in in Google Ads. It is browser tag based, and it runs by default even if you already track conversions in GTM, which is the classic double count.
Read from the official documentation on 9 November 2026. Sources are listed at the end.
Check your own setup
Paste the gtag code from your order-received page source into conversion-tag-checker. It shows the AW- ID and send_to label, value, currency, transaction_id, Consent Mode default/update order and the enhanced conversions user_data, and it will reveal a second Google Ads purchase tag from GTM or a theme. It cannot read the extension's settings or your Google Ads enhanced conversions opt-in.
Open the Google Ads Conversion Tag CheckerEndpoint and authentication
Connect WordPress.com, Google, Merchant Center and Google Ads accounts inside the extension
Standard event names
Spelled exactly as WooCommerce + Google Ads expects them. A near miss is treated as a different event.
| Event | Use it for |
|---|---|
| Purchases | the only action given a conversion value on setup |
| All Pages (Page View) | created automatically with a campaign |
| Product Page | created automatically |
| Add to Cart button | created automatically |
| Cart Page | created automatically |
Required and recommended fields
| Field | What it needs |
|---|---|
| Send Enhanced Conversions data to Google Ads | checkbox next to 'Improve Conversion Accuracy' in the extension's Settings |
| Google Ads: Turn on enhanced conversions for web | Goals > Conversions > Settings > Enhanced conversions; accept the compliance statement / Google Ads Data Processing Terms; method = Google tag; Save |
| Consent mode integration | for EEA, UK and Switzerland visitors a CMP (WP Consent API compatible) must update consent states after the visitor grants consent, or no analytics data is sent |
| Requirements | WordPress 6.8+, WooCommerce 11.0+, PHP 7.4+ (64-bit) at plugin v3.10.0 |
Match keys and hashing
| Key | Normalise and hash |
|---|---|
| Hashed first-party user-provided data | The extension sends hashed first-party conversion data through the Google tag once both enhanced conversions switches are on. You do not hash anything. |
Deduplication
- Google Ads treats a second conversion for the same conversion action with the same transaction ID as a duplicate and does not count it.
- transaction_id: max 64 characters, unique per order, no customer-identifying data; placeholders ('thank_you', '1234'), URLs, emails, prices and unresolved template strings are invalid; IDs starting GG_ are system-generated and treated as blank.
- A transaction ID does not deduplicate view-through conversions, and it is not the same as the 'Count: One' setting.
- If you track conversions in GTM, WooCommerce says to disable the extension's tracking with add_filter( 'woocommerce_gla_disable_gtag_tracking', '__return_true' ); to avoid double tracking.
Time limits and batch sizes
- No timing limits are documented for the extension.
How to test before you trust it
- Google's consent mode test guide: WooCommerce points to Google's guide to check that the consent state is updated after the visitor grants consent
- Marketing > Google for WooCommerce > Reports: Conversions, clicks, impressions, total sales and spend as reported by the extension's own tag
Why events arrive but don't attribute
- Double tracking with GTM: the extension's Google tag runs by default even if GTM already fires Google Ads conversions. Disable one, e.g. with the woocommerce_gla_disable_gtag_tracking filter.
- Enhanced conversions needs both switches: the extension checkbox AND 'Turn on enhanced conversions for web' with method 'Google tag' in Google Ads.
- A cookie plugin that does not update consent mode states means no data reaches Google Ads/Analytics for EEA/UK/CH visitors; check WP Consent API compatibility.
- Only Purchases carries a conversion value; the page view, product page and cart actions are counts.
- Standard remarketing only. Dynamic remarketing needs extra custom or third-party code.
- Multi-currency extensions are not supported for product sync; the primary store currency is used.
Sources
- WooCommerce docs: Google for WooCommerce FAQ (conversion actions, GTM double tracking, enhanced conversions)
- WooCommerce docs: Campaign analytics, cookies, and consent mode
- WordPress.org: Google for WooCommerce plugin listing (v3.10.0, requirements)
- Google Ads Help: Use a transaction ID to minimise duplicate conversions
Platforms change these rules without notice. If a source says something different from this page, the source wins.