Google Ads

Kixell Tag fires your Google Ads conversions throughout the purchase journey and feeds dynamic remarketing with the identifiers from your Merchant Center feed. Configuration happens in two tabs: Configuration (conversions) and Remarketing & Product configuration.

Enable Google Ads

Turn on the Enable Google Ads switch.
Enter your Conversion ID — the numeric part of your Google Ads identifier (for example 123456789, without the AW- prefix).

Where to find the Conversion ID? In Google Ads: Goals → Conversions → Summary, then open a conversion action. The AW-XXXXXXXXX identifier and the conversion label are shown there.

Revenue type

The Revenue type option determines the amount sent to Google to value your conversions. You can, for example, choose the excl. tax total of the products, excluding shipping, so that your bidding is based on actual product revenue — or even on gross margin to optimize profitability rather than revenue.

Enhanced conversions

The Enable enhanced conversions option sends hashed first-party customer data with the transaction to improve measurement and attribution. It must also be enabled on the Google Ads side and remains subject to user consent.

Conversion labels

The Conversion ID identifies the account; each conversion action has its own label. Kixell Tag lets you associate a label with each key moment of the journey.

Purchases

Field	Use
All transactions	Label used for all purchases
New customers	Label dedicated to users who have never ordered (acquisition)
Returning customers	Label dedicated to users who have already placed at least one order

The new / returning distinction lets you leverage Google Ads' New Customer Acquisition bidding.

Call tracking

Enter the phone number as displayed on the site and the associated conversion label to measure calls.

Other events

You can set a conversion label for each key step, to report those actions as conversions (primary or secondary) in Google Ads:

Event	Trigger
`sign_up`	Account creation
`view_item`	Product page view
`view_cart`	Cart display
`begin_checkout`	Entering the checkout
`add_shipping_info`	Shipping selection
`add_payment_info`	Payment entry

Leave a field empty to avoid reporting the corresponding event.

Dynamic remarketing & product configuration

In the Remarketing & Product configuration tab, enable Dynamic Remarketing to serve personalized ads based on viewed products.

Important: the product identifier sent to Google Ads must match exactly the identifier of the products in your Google Merchant Center feed. Otherwise, dynamic remarketing cannot link ads to the right products.

You have the following settings to rebuild the expected identifier:

Product ID: the base field (product id or reference).
Prefix and Suffix of the product ID: text added before/after the identifier. Special keywords are available: {lang}, {LANG}, {country}, {COUNTRY} (for example a GMC prefix and a {country} suffix).
Add the combination identifier: appends the combination to the identifier (for example 47 or 47-12).
Separator between the product identifier and the combination one (for example -).

Google Ads tags respect Consent Mode v2: the ad_storage, ad_user_data and ad_personalization parameters reflect the choices expressed in the banner. The url_passthrough and ads_data_redaction options complete this setup — see CMP features.

Make the most of your conversions in Google Ads

Once conversion tracking is in place, Google Ads has reliable signals to steer your campaigns. Smart bidding strategies (maximize conversions, target ROAS) rely on the actual value reported by Kixell Tag, while enhanced conversions strengthen measurement despite the disappearance of third-party cookies. Dynamic remarketing, paired with your Google Merchant Center feed, re-serves viewed products in your Performance Max and Shopping campaigns. You get fairer attribution, better-informed bidding and an ad budget focused on what generates revenue — always while respecting user consent.