How to Set Up Google Ads Server-Side Destination

Beta Destination Overview

This beta destination is only available to those using Elevar's server. If using your own GTM server container for server-side tracking, please migrate to using Elevar's server in order to access the new Google Ads destination.

Enhanced Conversions: This server-side destination sends email address & phone number data with events if it's available. So it partially sends enhanced conversion data. We're working towards how to send address information in the future.


This server-side integration performs better than client-side tracking if you use post-purchase upsells.

If you don't use post-purchase upsells, set up this integration along with client-side tracking and the GA4/Google Ads Import integration to determine what performs best for your business.

How to set up Google Ads via Google Tag Manager
How to set up GA4/Google Ads Import Integration


Before you can enable your Google Ads Server-Side Destination, you will need to:

Step 1: Enabled Enhanced Conversions for Leads in Google Ads

For optimal performance, enable the Enhanced Conversions for Leads and Accept Customer Data Terms within Google Ads prior to setting up this destination.

From the top navigation navigate to Tools and settings > Conversions

Choose Settings from the left navigation. Expand Enhanced conversions for leads, select the checkbox for _Turn on enhanced conversions for leads. If you have completed successfully it will look like below.
Note: It does not matter if you set this to "Google Tag" or "Google Tag Manager" for our server integration to work

Next, expand the Customer data terms and accept the terms. You may have done this previously. You'll know you've completed this successfully if it looks like below.

Note: If you aren’t able to view terms, it's because your account conversions are tracked by a manager account. The customer data terms must be accepted from the manager's account and any Google Ads manager account uploading on behalf of the manager account using cross-account tracking.

If these screenshots are not what you are seeing, please refer to Google's documentation as the interface may have changed.

Step 2: Configure Google Ads Server Destination

In My Tracking > Click Add Destination

Find and select Google Ads If you are not seeing in the Destination list use the search feature

You'll be taken to an overview screen, read through the overview and take any action as recommended. When ready go ahead and press Get Started.

Give Elevar Access

To enable your server-side destination you'll need to email the Elevar team ([email protected]) with your Account ID [ How do I find this? ] and a note that you'd like use to request access.

You can expect a response from our team in 24 hours. Once Access has been requested by our team and granted by your team, you are ready to return and click the Mark as Complete and proceed.

Add in Google Ads Details

Add in your Google Merchant ID [How to find this?] & your Customer ID [How to find this?] > Press Save & Continue.

Note: These values are not the conversion label or conversion ID.

Select Events

By default, the purchase event is enabled. If you do not need any additional events you can leave as is and select Save & Continue

To enable more events, choose I want to customize manually > select the checkbox by your desired events.

Conversions will be created in Google Ads

We will auto-create the the conversion actions for selected event(s) and complete the Conversion Action CTID for you. Purchase conversion action will be primary while the others will be secondary. You can adjust this later in your Google Ads conversion if needed.

If you wish to send conversion data to existing conversion actions just enter the Conversion Action CTID [ How do I find that? ] in the field for each event and new conversion action will not be created and we will map the data to your existing action.

When you've completed your event selection press Save & Continue

If applicable, Enable Consent Mode

If consent is required, follow these steps to enable consent mode & select your consent categories.

If consent is not required, select Save & Continue.

Select Transaction Identifier

Order ID is almost always used as the primary transaction identifier in Google Ads integrations, but you can override this if needed.

Select Product Identifier

Product ID is almost always used as the primary product identifier in Google Ads integrations, but you can override this if needed. You'll want to match the product identifier used in your Google Ads tracking to match the product identifier you use in your Google Merchant Catalog.

Block Transactions

This step allows you to control exactly what purchase events are sent to Google Ads. You can block orders based on Source Channel Name, Order Tag or Order Gateway.

The most common scenario where retailers may want to block or send orders is with offline orders. Learn how to block these orders in this guide.

Not sure if you need to block orders? Look at what Sales Channels you have in Shopify!

Configure Subscription Settings

Do you sell subscription products? If you do, you can choose to send first-time orders only or first time + recurring orders to your marketing destination.

Press Go Live


Conversions cannot be imported to a conversion action create less than 6 hours before going live. No need to wait to Go Live, but you may experience errors in the first 6 hours. These will resolve once your actions are able to accept your conversions.

Step 3: Review your Conversion Actions in Google Ads

If you'd like to leave your previous tracking in place as a comparison you are welcome to do so, but we highly recommend you make adjustments to your conversion actions in Google Ads to avoid having multiple primary purchase conversion actions.

The new purchase action created is set to primary and ready for your ads optimization. If you plan to leave your previous tracking running for comparison, you'll need to adjust a single conversion action to be primary while comparing to avoid duplication.

If you have added any additional events they have been created as secondary. The data will be sent to Google Ads but will not be considered in your ad optimization for your account goal. You can optimize specific campaigns towards these events when creating or editing individual campaigns. If you would like any non-purchase events in your default account goal, simply update the conversion action as primary.

Step 4: Remove Previous Tracking

Remove your previous google ads conversion tracking. Your tags may be added via Google Tag Manager(GTM, hardcoded in your theme, or added through the Google Shopping Channel in Shopify. If added via the shopping channel, follow this guide to remove.

If you've previously installed Elevar's Google Ads server-side tracking, you are good to now remove any GTM conversion tracking tags you have previously added.


Why are some events ignored rather than sent to Google Ads?

  • Reason 1: They don't have a Google Ads Click ID. Google Ads requires that all events sent include a click ID.
  • Reason 2: User opted out of consent. If you've enabled consent mode for Google Ads and the user has opted out of tracking, those events will be ignored instead of sent to Google Ads.

I see error messages for Google Ads in Channel Accuracy

If you're seeing error messages in Channel Accuracy or the Server Events Log, here are common reasons why:

  • Reason 1: The Conversion Action was created less than 6 hours ago. - Conversions cannot be imported to a conversion action created less than 6 hours before going live. This means you may experience errors in the first 6 hours. These will resolve once your actions are able to accept your conversions.
  • Reason 2: Elevar is not added as a user to the Google Ads Account. - Google requires that the party sending the server data (Elevar) have access to the destination it's going to (your Google Ads Account).
  • Reason 3: There are multiple Google Ads accounts sending data to your website. - If you have another Google Ads account sending traffic to your website (perhaps by an Ads Agency), then when Elevar sends the event with the click ID to your Google Ads Account, Google will give an error because that click ID is associated with a different Ads Account. To solve this, you'll want to 1) Set up a Shared Conversion with both Google Ads Accounts and 2) Make sure Elevar has access to the MCC only.