Proper conversion tags make ad spend work harder— and it don’t have to be messy.
Define conversion actions
Define purchase, add‑to‑cart, sign‑up, and other meaningful actions. Align naming across Ads, GA4, and your data layer for consistency.
Document triggers and parameters (value, currency, items).
Validate with Tag Assistant
Use Tag Assistant preview to confirm event firing and parameters on PDP, cart, and checkout (where supported).
Test with real transaction amounts and ensure no PII leaks.
Fix common issues
Remove duplicate scripts (theme + app), standardize event names, respect consent, and test in a duplicated theme.
Reconcile discrepancies between Ads and Analytics by aligning attribution windows.
Frequently Asked Questions
Why are conversions at 0?
Check event names, consent state, and attribution windows.
How to avoid duplicates?
Keep a single tag source; audit installed apps and theme code.