Google Ads

Setting up the test

Note: Before setting up the tests, kindly read the section below to understand how EdgeTag works.

It is important to understand how EdgeTag implements a hybrid approach for sending events to Google Ads:

• Browser-side firing: EdgeTag attempts to fire conversion events via the browser first (gtag).

• Server-side fallback: If browser firing fails (due to ad blockers, browser restrictions, or tracking prevention), EdgeTag fires the conversion server-side via Google Ads API

• Enhanced conversions: When browser firing succeeds, EdgeTag simultaneously sends enhanced conversion data server-side to improve match rates

This architecture ensures maximum conversion capture while leveraging Google's enhanced conversion capabilities for better attribution.

Follow these steps to set up the test

• Navigate to the Google Ads account and create two secondary conversion actions for testing (one for Browser Event and one for Server Event). Please follow these steps outlined here.

• Follow our Google Ads Channel Onboarding Docs to complete the setup on EdgeTag. Enter both conversion action IDs (browser and server) when configuring the Purchase event.

If you have not thoroughly reviewed and validated your whole funnel, please follow the Onboarding Guide for eCommerce Custom Funnels. Before the test goes live, verify that EdgeTag is capturing events on all landing pages and checkout pages.

Observing during the test period

Validate event flow in the first 48 hours to confirm EdgeTag is capturing and transmitting data correctly before evaluating performance lift. Follow these steps to validate:

Step 1: Check for channel errors

Navigate to Channel Errors in your EdgeTag dashboard. Any errors indicate broken event flows or configuration issues requiring immediate attention.

Step 2: Validate event flow using Real Time Logger

Test your complete purchase flow and verify EdgeTag captures the Purchase event using the Browser Side Validation and Real Time Logger.

Step 3: Monitor Google Ads console

Check your Google Ads conversion tracking:

• Navigate to Tools & Settings → Measurement → Conversions

• Select your secondary conversion action (the test conversion)

• Observe conversion volumes over the first 48 hours

• Important: In Google Ads, you'll see browser conversions and server conversions reported separately. Your total purchases should match browser events + server events.

Document any gaps in event capture and implement necessary tracking code using our implementation guides. Common issues include missing custom code for checkout flows or order confirmation pages.

Reviewing test results

We advise you to let the test run for 7 to 10 days before reviewing the results. Once you have statistically significant data, follow these steps to evaluate performance and decide whether to switch to your main conversion action.

Step 1: Compare conversion volumes

Run a side-by-side comparison of purchase volumes between your secondary conversion (powered by EdgeTag) and your main conversion (powered by your existing tracking):

Navigate to Tools & Settings → Measurement → Conversions and compare:

• Your main purchase conversion action (existing tracking)

• Your secondary purchase conversion action (EdgeTag test)

• Pull data for the same time period (last 7-10 days)

Expected Outcome: EdgeTag should capture a conversion volume equal to or greater than your main conversion. The incremental captures typically come from:

• Browsers with ad blockers that prevent standard gtag firing

• Browsers with strict tracking prevention (Safari ITP, Firefox ETP)

• Users who have disabled JavaScript or have connection issues during checkout

• Enhanced conversion matching that improves attribution accuracy

Step 2: Validate total conversion accounting

In your secondary conversion action, verify that the total conversions align with your source of truth:

• Navigate to your e-commerce platform's order management system

• Pull purchase data for the last 7 days. Important: Isolate online purchases only when comparing volumes.

• Compare against your secondary conversion totals in Google Ads (browser + server events)

Remember: In Google Ads console, total purchases = browser events + server events. Check both columns to understand the whole picture.

If your conversion volumes are significantly different, troubleshoot the following:

• Timezone Discrepancies: Confirm you're comparing data in the same timezone across platforms. A timezone mismatch can create apparent volume discrepancies of ±1 day.

• Missing Checkout Events: Verify EdgeTag is installed on all checkout pages, including external checkout solutions (like Checkout Champ, etc.). Use the Real-Time Logger to test the entire checkout flow.

• Order Confirmation Page Issues: Confirm that the Purchase event fires on your order confirmation page. Test with a live transaction and verify in the Real Time Logger.

• Refunds or Cancellations: Check if your source of truth includes or excludes refunded/cancelled orders. EdgeTag captures all completed checkouts regardless of subsequent order status changes.

• Conversion Action Settings: Verify your secondary conversion action settings match your main conversion (conversion window, attribution model, value settings).

If you have verified the above, please contact us via our Community Slack or contact your Account Manager.

Step 3: Decision to switch

If your secondary conversion volumes match or exceed your main conversion AND your volume check against your source of truth is accurate, this confirms that EdgeTag is capturing your full conversion volume with improved resilience. You are ready to switch to your main conversion action.

Switching to Main conversion action

Once you've validated test results, you'll transition your main conversion action to receive data from EdgeTag. This process will not disrupt your existing campaigns or conversion tracking; your main conversion will simply begin receiving data from EdgeTag while maintaining all historical data.

Follow the steps outlined below.

1. Update EdgeTag channel configuration

Navigate to Channels in your EdgeTag dashboard:

• Locate your Google Ads channel (currently configured with secondary conversion)

• Update the Purchase event mapping to use your main conversion action ID instead of the secondary test conversion

• Save the configuration

• Allow 15-30 minutes for the change to take effect

2. Verify events flowing to Main conversion

Check your Google Ads conversion tracking:

• Navigate to Tools & Settings → Measurement → Conversions

• Select your main conversion action

• Confirm conversions are appearing (both browser and server events)

• Allow 15-30 minutes for conversions to populate in Google Ads console

3. Deactivate your previous tracking implementation

Once you've confirmed events are flowing correctly to your main conversion via EdgeTag, disable your old tracking implementation:

• If you are using an App/Plugin on your e-commerce Platform, disable that conversion tracking

• If you have conversion tracking scripts on your site (gtag or old conversion tracking code), please remove them

• If you have any tags deployed via GTM for Google Ads conversion tracking, pause or remove those

• If you were working with another provider, please contact your current provider for instructions on how to disable their tracking

This step is important to avoid duplicate conversions flowing to your main conversion action.

If you have successfully followed the above steps, your Google Ads campaigns are now powered by EdgeTag's resilient conversion tracking. The combination of browser-first firing with server-side fallback and enhanced conversions should deliver improved data completeness and attribution accuracy.