This page explains Google Ads conversion tracking, and Enhanced Conversions, Google's privacy-safe way of matching more of your orders back to the ads that drove them.
This is separate from Google Analytics (GA4), it's its own account, with its own setup, feeding directly into Google Ads for campaign optimisation and bidding.
What you need set up
Three things, in order:
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A Google Analytics 4 Measurement ID must already be set for your marketplace (see the GA4 guide), the Google Ads fields below won't unlock until this is in place
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A Google Ads Conversion ID (looks like
AW-XXXXXXXXX), one per marketplace, created under Goals → Conversions in your Google Ads account. Google's own guide covers creating a conversion action: Set up your web conversions -
A Conversion label for your Purchase conversion action, a separate code Google Ads generates specifically for that action, found under its "Tag setup" section once you've created it, alongside turning on Enhanced Conversions (see below)
The Conversion ID on its own isn't enough, Google Ads also needs the label to know which conversion action (Purchase, in this case) an order should be counted against. Both fields need to be filled in together.
You'll also need Enhanced Conversions switched on for your Purchase conversion action in Google Ads, with the data source set to "Google tag." Google's guide covers this step by step: Set up enhanced conversions for web using the Google tag.
How to locate Google Ads Conversion Settings: Redbox → Marketplaces → Select a Marketplace → Details → Analytics → Google Ads Conversion ID & Google Ads Purchase Conversion Label
What's tracked
Currently, Purchase is the only conversion action supported. When a customer completes an order, two separate pieces of data reach Google Ads:
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What's sent |
Data included |
|---|---|
|
Conversion details |
Order-level only, total order value, currency, and the order/transaction ID. There is no item-level breakdown (no individual item names, prices, or quantities), unlike the GA4 and Meta tracking, Google Ads only ever sees the order as a whole. |
|
Enhanced Conversions data |
A securely hashed version of the customer's email, phone number, and name, never sent in readable form, only as irreversible hashed codes Google can match against its own records. No order or item details are included in this part. |
This hashed matching is what Enhanced Conversions adds on top of standard conversion tracking, it means orders can still be correctly attributed to an ad click even when browser-level tracking (cookies, click IDs) is blocked or lost, which is increasingly common with modern browser privacy protections.
Cookie consent
Same model as GA4: if a customer declines cookies, no hashed customer data is ever sent, only anonymised, non-personal signal. Enhanced Conversions' hashed matching only happens for customers who've accepted cookies.
How to see this working
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Google Ads → Goals → Conversions → Diagnostics (click into your Purchase conversion action): shows whether the tag is detected and healthy on your site.
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Google Tag Assistant: connect your site's domain and browse it, this shows each Google tag firing in real time, including the Purchase conversion and the separate "User provided data" hit that carries the hashed customer details.
Why you might see "No recent conversions": Google Ads can only count a conversion as attributed if the customer actually clicked one of your real ads first. Placing test orders yourself (without clicking an ad) will show the tag as healthy and firing correctly, but won't show up as a counted conversion — that's expected, not a fault. Once real ad traffic starts converting, you'll see counts appear here.
What's coming next
Additional conversion actions, Sign-up, Add to basket, Begin checkout, Page view on web, plus app install and in-app purchase tracking, are planned but not yet available. This page will be updated once those are built.