Ecommerce sites and Google Ads conversion tracking: 42.5% count a click, page load or login
TL;DR. 31 of 73 ecommerce sites (42.5%, 95% interval 31.8 to 53.9%) send Google Ads a conversion on a click, a page load or a login. The all-site figure is 50.8%, so ecommerce sits inside the noise of the whole sample. Two gaps show: 17.8% convert on a button or link click, against 31.6% of all sites; 8.2% send no conversion value, against 68.8% of all sites. We saw the container, not the Ads account: a conversion we flag may be secondary and harmless to bidding.
What did the 73 ecommerce sites send?
Share of ecommerce sites with each pattern, next to all 886 sites in the study. A site can show several patterns, so rows overlap.
| Pattern | ecommerce (n=73) | 95% interval | All sites (n=886) |
|---|---|---|---|
| Any noise trigger | 42.5% 31 of 73 | 31.8 to 53.9% | 50.8% 450 of 886 |
| Button or link click | 17.8% 13 of 73 | 10.7 to 28.1% | 31.6% 280 of 886 |
| Page load (every page or a plain page view) | 24.7% 18 of 73 | 16.2 to 35.6% | 26.1% 231 of 886 |
| Duplicate conversions | 23.3% 17 of 73 | 15.1 to 34.2% | 20.5% 182 of 886 |
| Login counted | 4.1% 3 of 73 | 1.4 to 11.4% | 7.9% 70 of 886 |
| No conversion value on any action | 8.2% 6 of 73 | 3.8 to 16.8% | 68.8% 610 of 886 |
Intervals are Wilson 95%. Where the ecommerce interval holds the all-site share, we can't say ecommerce sites differ.
What does each pattern mean?
- Click. The conversion fires when someone presses a button or link, not when a form is accepted. It counts people who clicked and then failed to submit. Fix: button click conversions.
- Page load. The conversion fires on a page view of a page that is not a clear success page, or on every page. Fix: conversions on every page.
- Duplicate. The same label sits on two tags, or one trigger fires two labels. Fix: duplicate conversions in GTM.
- Login. A login or account page is a conversion. Fix: login and trial conversions.
- No value. No conversion sends a value, so value-based bidding has nothing to learn from. Fix: conversion value for lead gen.
What can't we see?
- Primary vs secondary lives in the Ads account. A click conversion set to secondary does not drive bids.
- Checkout and thank-you pages behind a login or a cart. We don't read them, so ecommerce counts are a floor.
- Server-side tags are not in the public container, so real rates are likely higher.
- Cause. Sites in one segment often share tools and agencies. These are shares of what we saw, not proof that the segment causes them. The sample is not random.
Method
Static HTTP read of the homepage, /pricing, /signup and /demo (robots.txt respected) and the public googletagmanager.com containers of 886 sites with a readable Google Ads conversion. A site counts as ecommerce when the study's sample list files it under that segment; each site is in one segment. No forms, logins or bot evasion. Full rules: method. All-site results: the study.
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