Conversions with cart data is an extension to conversion tracking on your website or app. Using conversions with cart data, you can provide the details of products sold for each transaction. By providing this additional information, you can understand your ads performance better and drive further optimizations. You can unlock advanced sales, profit reporting, and insights for your Google Ads account and campaigns, such as number of orders, average cart size, revenue and gross profit.
Key benefits
Conversions with cart data enables you to view which items are purchased when a customer completes a transaction after having interacted with your ads. It also allows you to analyze cross-sell patterns and identify products that lead to bigger baskets or higher order values. Advertisers reporting conversions with cart data get:
- Clear measurement of revenue and profit generated by supported Google Ads campaigns
- Detailed reporting on items sold, cart size, and average order value
- Detailed reporting on cross-sell products (Shopping ads only)
Unlock additional reporting metrics
Sending cart data to Google Ads gives you additional metrics and reports on your sales and products. By combining this data with the cost of goods sold (COGS) from your Merchant Center feed, Google Ads can generate additional metrics based on gross profit.
Standard reports show you that a purchase was made, but cart conversion reports tell you exactly what the customer bought. This unlocks more advanced reporting and insights such as:
- How bidding dimensions like location or device impact cart size and average order value.
- Which campaigns and ad groups drive the most product sales and profit.
- Whether the customers bought the items you advertised, or other products from your store.
These insights help you make more informed decisions, like bidding more on products that lead to higher-value purchases. Learn more about cart data reporting and the metrics available with cart data .
Requirements
If you are already using Google Ads conversion tracking (GACT) or SA360 conversion tracking , you can simply add the cart data to your existing conversions tag. If you don’t already have conversion tracking in place, you’ll need to set up conversion tracking first.
If you‘ve set up Google Analytics or Firebase key events, you can import them into Google Ads to view conversions with cart data metrics. To start importing data, you'll need to link Google Analytics 4 (GA4) data with your Google Ads account and turn on auto-tagging in your Google Ads account. You also need to have at least a Marketer role in Google Analytics to import conversions into Google Ads.
The reporting and insights based on sold products include all conversions that meet the requirements below:
- The conversions are biddable purchase conversions .
- The conversions are using Google tag or Google Tag Manager.
- Search Ads 360, Google Analytics, or Firebase conversions that are imported to the Google Ads account.
Learn how to Set up and test reporting conversions with cart data .
