Running Google Ads for a client but they have no tracking set up, where do I even start?

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Wizardaffiliate

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Took on a new client last week. Small ecommerce business. They have been running Google Ads for 6 months already but zero conversion tracking set up. So basically they have been spending money with no idea what is working. No Google Analytics connected, no purchase tracking, nothing.

Before I touch the campaigns I want to get tracking sorted first. But client is on Shopify and not very technical so needs to be simple.

What is the best way to set up proper tracking for a Shopify store before optimizing campaigns? And how do you explain to a client why their previous spend was basically wasted?
 
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Wizardaffiliate said:
What is the best way to set up proper tracking for a Shopify store before optimizing campaigns?
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You need to properly set up Google Analytics. If the client is not very technical, then should pay for it, or you should just do it yourself, but that's no excuse to not set it up.

Wizardaffiliate said:
And how do you explain to a client why their previous spend was basically wasted?
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In simple English terms :) they didn't track conversions, so now you don't have any data you could use to optimize the current campaigns or even know if they made any money on google ads. That doesn't necessarily mean that the budget was wasted. You just have no way of knowing.
 
Since they're on Shopify, the setup is easy. Don't mess with custom code. Just link Google Analytics 4 and Google Ads as it handles the server-side purchase tracking automatically.

Explain to the client that without tracking, Google’s AI is flying completely blind, optimization is impossible, and he is essentially gambling.
 
Shopify is easy tbh. Just install the Google & YouTube app, connect GA4 + Google Ads and set up purchase conversions first. After that test everything with a dummy order before touching campaigns.

And yeah I’d tell the client the spend wasn’t fully wasted, but they were flying blind with no real data to optimize from.
 
Start with Shopify’s built-in Google Analytics + GA4 and set up the Google Ads conversion tag, super straightforward and mostly plug-and-play. Use Shopify’s guide for “Enhanced Ecommerce” so purchases actually show. Tell the client gently that basically, without tracking, they were flying blind, and now we can finally see what’s actually making money.
 
Set up GA4 + connect Shopify to Google & YouTube app first.
Then add Google Ads conversion tracking (purchase + add to cart).
Without this they’re basically flying blind.
Tell client straight: “we need tracking before scaling or we’re just guessing spend.”
 
Right now we don’t know which ads made sales. First, we need to set up tracking on your Shopify store so we can see what actually works.
 
I’d touch nothing until tracking is fixed

For Shopify I’d start with - GA4, Google Ads conversion tracking, Enhanced Conversions and purchase events. Then verify everything with test orders

I’ve inherited accounts like this before. The scary part is not that they wasted money. The scary part is nobody knows which campaigns were actually working
 
In my experience, getting tracking set up on Shopify is crucial, and it's even more important to educate the client on why it's essential. I've seen cases where clients are eager to scale their ad spend without proper tracking in place, and it's a recipe for disaster. Setting up GA4, Google Ads conversion tracking, and Enhanced Conversions is a solid foundation, and verifying everything with test orders is a must. What's key is to explain to the client that without tracking, they're not only wasting money, but they're also missing out on valuable insights that could help them optimize their campaigns and improve their ROI. By getting tracking in place, you can finally start to see what's actually driving sales and make data-driven decisions.
 
Honestly happens a lot with Shopify stores. I’d set up GA4 + Google Ads conversion tracking first before touching campaigns. Shopify makes it pretty easy now with the Google & YouTube app.

And I wouldn’t tell the client their old spend was “wasted”, just say they didn’t have enough data before to optimize properly. Sounds way better lol.
 
Start with GA4 + Google Ads conversion tracking properly linked, then use Shopify’s native Google & YouTube app for purchase events.
Honestly that’s the baseline before touching any campaigns or you’re just guessing.
For client convo I’d just keep it simple: “we can’t optimise what we can’t measure, so past spend has no performance data attached.
 
Without tracking in place you should first treat this as a setup project, not an ads campaign, otherwise you’re just spending money with no way to prove or improve results.
 
I don't think there's any need to come up with workarounds when working with e-commerce Google Analytics is the perfect solution.

For SaaS businesses, you can try using promo codes.
 
Right now you’re not running ads, you’re running a feedback loop with missing sensors, fix tracking first or every “optimization” is just guessing.
 
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