Google Ads for eshops, with tracking that shows which ads bring orders.
We set up your eshop's tracking so that Google Ads counts real orders with their value, each one once, with the visitor's consent as the law requires. Then we set up or take over your Shopping and Performance Max campaigns, and send Google Ads the sales that close over the phone too, from Odoo.
From click to sale
Order #20731 · €139.80
- Click on a Shopping ad“trail shoes 42”, Running campaign
- “Accept” on the cookie bannerthe tags load only now
- Order on the eshop2 items, paid by card
- The thank-you page reloadssame order number: not counted again
- The order in Odoopaid, being prepared for shipping
- Purchase in Google Ads€139.80, once, in the Running campaign
WHAT GOOGLE ADS ISN'T SHOWING YOU TODAY
Money goes out on Google Ads every day. The hard part is knowing what it brings back.
A campaign table with clicks and no orders You see clicks, not orders
You know how many clicks each campaign brought and what they cost, but not which ones turned into orders. So you keep the campaigns that spend the most, not the ones that sell.
Each order counts with its value, and you see which campaign sells.
One click, one order, one conversionGoogle Ads shows 40 conversions and the eshop 12 orders Google Ads counts more sales than you made
The campaign shows 40 conversions a month; the eshop shows 12 orders. Usually the “Add to cart” click counts as a conversion, or the thank-you page counts every time it's opened again. And the campaign learns to bring carts, not sales.
Only a completed order counts, once, with its value.
A phone: Google Ads says the campaign brought no sales, while a phone order came in Phone sales don't show up anywhere
The customer finds the product through the ad, then phones to order or asks for a wholesale quote. The sale closes in your business software, Google Ads never hears about it, and the campaign that brought it looks useless.
Phone sales reach Google Ads along with the click that brought them.
Phone sales count tooA cookie banner with only an Accept button A cookie banner went in and conversions “disappeared”
You added a banner, and the next day conversions in Google Ads dropped sharply. Or the banner has only “Accept”, and the tags load before the visitor chooses, which the Hellenic Data Protection Authority doesn't allow.
A banner with “Reject” beside “Accept”, and Consent Mode v2 for the measurement.
GOOGLE ADS MANAGEMENT AND SALES TRACKING: WHAT WE SET UP
Sales tracking in GA4 and Google Ads
A purchase counts when the order is complete, with its value and its number, so it's never counted twice. GA4 (Google Analytics) and Google Ads count the same purchase.
Cookie banner and Consent Mode v2
A banner with “Reject” beside “Accept”, as the Hellenic Data Protection Authority asks. Consent Mode v2 tells Google's tags what the visitor chose, as Google requires for visitors in the EU.
Enhanced conversions
When the buyer has given consent, their email is sent as a hash (SHA-256), not as plain text, and Google matches the purchase to the click that brought it more accurately.
Server-side tracking, where it's worth it
Tracking passes first through a server of your own, which keeps only what's needed before sending it on to Google. The page loads fewer scripts, and you control what leaves the site.
Sales from Odoo into Google Ads
Phone orders and closed wholesale quotes reach Google Ads together with the click that brought them, so the campaign that started them counts too.
Shopping and Performance Max campaigns
We set them up or take over the ones you have, with a product feed that comes out of Odoo or WooCommerce. Every month you see what each campaign cost and what it sold.
WHAT COUNTS AS A SALE
The campaign learns from whatever you tell it is a sale. Tell it “cart”, and it will bring you carts.
Often today
- The “Add to cart” click counts as a conversion.
- The thank-you page counts every time it opens, so the same purchase is counted two or three times.
- Every conversion has the same value, or none, whatever was in the cart.
- Phone and wholesale sales never reach Google Ads.
- The tags load before the visitor chooses on the banner.
With proper tracking
- A conversion is a completed order.
- Each order counts once, by its number.
- Each purchase has its real value, as we agree it: with or without VAT and shipping.
- Phone and wholesale sales come in from Odoo.
- The tags wait for the visitor's choice, and Google learns it through Consent Mode v2.
ONE CLICK, ONE ORDER, ONE CONVERSION
A sale's journey, from the ad to Google Ads. Use the switch to see what happens when the visitor refuses cookies.
- Google Ads
- The eshop
- Your server
- Odoo
The sale back to the campaign that brought it
- A customer searches for “trail shoes 42” on her phone, sees your ad in Shopping and taps it.
- The eshop shows the cookie banner. She taps “Accept”, and only then do Google's tags load.
- The eshop shows the cookie banner. She taps “Reject”. No advertising or analytics cookie is written.
- She picks two pairs and pays by card.
- Your own server receives the purchase with its number and value, keeps only what's needed, and sends it to GA4 and Google Ads. The buyer's email leaves only as a hash.
- The server receives nothing for this visit. The visitor's choice applies here too: server-side tracking doesn't get around it.
- The order goes into Odoo, paid, and the warehouse prepares it.
- Google Ads records one €139.80 purchase in the Running campaign, and learns which searches bring sales, not just clicks.
- The sale counts as normal in Odoo and in your reports. Google Ads doesn't learn who bought; it estimates sales like this in total, with a model.
GA4, CONSENT MODE, SERVER-SIDE: WHAT EACH ONE DOES
The names look alike. Here is what each one does, and when you need it:
Scroll sideways to see all columns
| What we set up | What it does | You need it |
|---|---|---|
| GA4 (Google Analytics) | Measures visits, where they came from and what they bought on the eshop. | Always, as the base of your tracking |
| The “Purchase” conversion in Google Ads | Tells Google Ads which click became an order, and its value. | When you run Google Ads |
| Banner and Consent Mode v2 | Asks for consent before any tag and passes the visitor's choice to Google. | Always, since you have visitors from the EU |
| Enhanced conversions | Sends the buyer's email as a hash, so the purchase can be matched to the click. | When the buyer has given consent |
| Server-side tracking | Routes tracking through a server of your own, which decides what is sent and where. | With many tags, many platforms or strict data requirements |
| Importing sales from Odoo | Sends Google Ads the sales that closed outside the eshop, together with the click that brought them. | When you also sell by phone or to wholesale customers |
When server-side tracking is worth it, we explain in the guide Server-side tracking: when it's worth it.
PHONE SALES COUNT TOO
Many customers find the product through an ad and then pick up the phone, or ask for a wholesale quote. The sale closes in Odoo, and unless someone tells Google Ads, the campaign that brought it never gets the credit.
When the visitor sends the form or places an order, Odoo keeps which campaign they came from and the click ID (the gclid). When the sale closes, we send it to Google Ads with its value and that ID, through the Data Manager API, the route Google has used for these uploads since 15 June 2026. We send only what the customer's consent allows.
Not on Odoo? The same works from the software you use today, as long as it keeps the click ID with the sale. See how we connect your eshop to your business software.
- Google Ads to Odoo: campaign and click ID
- Odoo to Google Ads: phone orders
- Odoo to Google Ads: closed wholesale quotes
- Odoo to Google Ads: the value of each sale
SHOPPING AND PERFORMANCE MAX WITH A CLEAN FEED
In Shopping and Performance Max campaigns, the ad is built from your feed in Merchant Center (the product catalogue Google reads). If the feed has the wrong price, stock or EAN, Google rejects the product or shows it wrongly.
We generate the feed straight from Odoo or WooCommerce, with up-to-the-minute prices and stock, and check it before Google reads it. It's the same clean catalogue the marketplaces need.
With tracking right, we set up the campaigns or take over the ones you have. Every month we send you one page: what each campaign cost, how many orders it brought by Odoo's numbers, and what we're changing next month.
- Odoo or WooCommerceprices, stock, EAN
- Feed in Merchant Centerchecked before Google reads it
- Shopping & Performance Maxthe ad with the right price
Orders back to the campaign
SERVER-SIDE TRACKING, WITHOUT THE HYPE
With server-side tracking, the browser sends tracking data to a server of your own, on an address in your domain, and that server decides what to pass on to Google and the other platforms. You control what leaves the site, the page loads fewer scripts, and cookies are set from your own domain.
It doesn't get around the banner: the visitor's choice reaches the server, and Google's tags follow it. It also has a monthly hosting cost, which you pay directly, on your own account. That's why we recommend it where it's worth it, not everywhere.
When it's worth it and when it isn't, we explain in the guide Server-side tracking: when it's worth it. The most common tracking mistakes are in the guide Google Ads for eshops: getting conversion tracking right.
GOOGLE ADS FOR ESHOPS: HOW MANY CLICKS BECOME SALES?
On Google Ads you pay for every click. With the right tracking you know which clicks brought orders, and you put your budget where it sells.
- Eshop
Are you paying for buyers or bots?
Our tools read your server logs and separate real buyers from bots. You see for yourself how many of the clicks you pay for bring in people.
- Eshop and CRM
Orders that count in Odoo CRM and in Google Ads
Every eshop order becomes an opportunity in Odoo CRM, and the customer is recognised by their tax number or phone. The same connection sends sales back to Google Ads, so your campaigns learn who really buys.
- Marketplaces
A free XML feed check
Run our XML feed check in your browser and see at once where your feed fails for Skroutz, BestPrice and Shopflix. We give the Merchant Center feed the same care, so you don't lose impressions.
Want to know what your advertising really returns? Ask us for a tracking check.
HOW WE SET UP YOUR TRACKING AND CAMPAIGNS
Tracking check
About a week. With read access to Google Ads, GA4 and the eshop, we see what counts as a sale today, what's counted twice, what's missing and whether the banner follows the rules.
Tracking plan
We write down with you what we measure, at what value, and what is sent only with consent. It's the document anyone who works on your tracking later will read. See a sample.
Setup and testing
One to two weeks. Banner, Consent Mode v2, tags and, if we agree on it, the server. We place test orders with “Accept” and with “Reject”, and check what reached Google each time.
Campaigns and a monthly page
With tracking right, we set up or take over the campaigns. Every month you see on one page what each campaign cost and what it sold, with the sales from Odoo.
QUESTIONS
What is a conversion in Google Ads?
A conversion is the action you tell Google Ads matters to you; for an eshop, the purchase. From it, the campaign learns which searches and which visitors are worth it. If you count something smaller, such as the add-to-cart click, the campaign will chase that instead. The most common mistakes are in the guide getting conversion tracking right.
Do I need a cookie banner to run Google Ads?
Yes. The Hellenic Data Protection Authority requires consent before any advertising or Google Analytics cookie, with “Reject” at the same level and the same number of clicks as “Accept” (recommendations 1/2020). Google, too, requires advertisers to collect consent from users in the EU and to pass it on.
What is Consent Mode v2?
It's how the site tells Google's tags what the visitor chose on the banner. Version 2 added two signals: whether user data may be sent to Google for advertising, and whether personalised ads are allowed. Google has required it for traffic from the EU since March 2024; without it you lose tracking and remarketing features.
If the visitor clicks “Reject”, do I lose the sale?
Not the sale: the order goes into Odoo as normal and shows in your reports. Google Ads doesn't learn who bought, and estimates sales like this in total, with a model. See it in one sale's journey, with the “Reject” switch.
Do I need server-side tracking?
Not always. It's worth it when you advertise on several platforms, when tags weigh the page down, or when you want control over what data leaves the site. It doesn't get around the banner or the visitor's choice, and it doesn't fix tracking that's wrong: if the basics aren't right, we start there. See the guide Server-side tracking: when it's worth it.
Do you track phone sales too?
Yes, if they close in Odoo or in software that keeps which click the customer came from. We send Google Ads the sale with its value and the click ID through Google's Data Manager API, the route for these uploads since 15 June 2026. See how it works.
Who owns the accounts?
You do. Google Ads, GA4, Google Tag Manager, Merchant Center and the server, if you need one, are opened in your business's name, and we are given access. You pay the ad budget and the server hosting directly, not through us.
Do you work in English?
Yes. Calls, the tracking plan and the monthly page are in English or Greek, whichever your team prefers.
How much does it cost?
Setting up the tracking has a fixed price, which we put in the proposal after the check. For campaign management we agree up front what it includes. Tell us what you need and we'll send you a written proposal.
RELATED SERVICES AND GUIDES
Websites & eshops
Eshops that load fast on a phone, show up in Google and send every inquiry to your CRM.
Your eshop and the new rules
A cookie banner with “Reject”, the withdrawal button and accessibility, on the eshop you already have.
Marketplaces & XML feeds
The same clean catalogue for Skroutz, BestPrice, Shopflix and Public, with the right stock and prices.
Eshop–ERP integration
Prices, stock and orders update by themselves between the eshop and Odoo.
Guide: getting conversion tracking right
The six most common Google Ads mistakes on an eshop, and an 8-point checklist.
Guide: server-side tracking
What it does, what it doesn't, what it costs to run and when it's worth it.
TELL US WHAT YOUR GOOGLE ADS COUNTS TODAY.
Then we write down what's being measured wrongly, what we'll change and at what fixed price.