Tracking conversions on your webshop allows you to measure completed purchases in platforms such as Google Ads, Google Analytics, Meta Ads, and Microsoft Ads. You can do this by adding your tracking code to the 'Checkout complete page'.

How to add conversion tracking code

1. Copy the tracking code provided by your advertising or analytics platform. If you are unsure where to find the HTML snippet, check the support documentation of your chosen platform.
2. Go to the website editor.
3. Navigate to 'Webshop'.
4. Click on 'Checkout'.
5. Locate the 'Checkout complete HTML' section.
6. Paste your tracking code in the 'HTML' box.
7. Click 'Preview post checkout page' to test your implementation.
8. Finally, click on the 'Update settings' button to save your changes.

Where to find the HTML tracking code

You can obtain your tracking code from platforms such as:

• Google Ads.
• Google Analytics.
• Meta Ads Manager.
• Microsoft Ads.

Each platform provides a snippet of HTML that you need to copy and paste into the 'Checkout complete HTML' box.

Merging order data into your tracking code

You can dynamically pass order data into your tracking script using merge tags. This allows real order information (such as the total amount and order number) to automatically populate your tracking code.

How to add the merge tags

• Add %total% to order total value in the HTML snippet.
• Add %orderid% to order/transaction ID in the HTML snippet.

Example
If a customer completes a purchase worth £149.00 with order number ORD-10027, the following tags:

• Order total value: %total%
• Order ID: %orderid%

will automatically be replaced with the correct order amount and order number e.g.:

• value: 149.00
• transaction_id: ORD-10027

Example of HTML code:
<!-- Google Ads Conversion Tracking -->
<script>
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/XXXXXXXXXX',
'value': %total%,
'currency': 'GBP',
'transaction_id': '%orderid%
});
</script>

Why are merge tags important?
Using merge tags allows your tracking tools to:

• Track the exact revenue for each purchase.
• Track unique transactions.
• Prevent duplicate conversion.
• Accurately measure return on ad spend (ROAS).

Without merge tags, every purchase would send the same fixed value, making your reporting less useful.