Cómo configurar Conversiones Mejoradas de Google Ads en Shopify

Método 1: Google & YouTube App

Método 2: GTM Web + Server-Side

💡 No necesitás todos los campos. Email solo cubre ~80% del match. Email + teléfono cubren ~95%. El resto es bonus marginal.

// En tu Custom Pixel de Shopify (checkout_completed)
analytics.subscribe('checkout_completed', (event) => {
  const c = event.data.checkout;
  
  window.dataLayer = window.dataLayer || [];
  window.dataLayer.push({
    event: 'purchase',
    transaction_id: cleanOrderId(c.order?.id) || c.token,
    value: parseFloat(c.totalPrice.amount),
    currency: c.totalPrice.currencyCode,
    
    // Datos de usuario para Enhanced Conversions
    userEmail: c.email || '',
    userPhone: c.phone || '',
    userFirstName: c.shippingAddress?.firstName || '',
    userLastName: c.shippingAddress?.lastName || '',
    userStreet: c.shippingAddress?.address1 || '',
    userCity: c.shippingAddress?.city || '',
    userState: c.shippingAddress?.province || '',
    userZip: c.shippingAddress?.zip || '',
    userCountry: c.shippingAddress?.country || ''
  });
});

// En tu tag de GA4 dentro del Web Container
// (el que envía datos al servidor vía transport_url)

user_data.email_address = {{DLV - userEmail}}
user_data.phone_number = {{DLV - userPhone}}
user_data.address.first_name = {{DLV - userFirstName}}
user_data.address.last_name  = {{DLV - userLastName}}
user_data.address.street     = {{DLV - userStreet}}
user_data.address.city       = {{DLV - userCity}}
user_data.address.region     = {{DLV - userState}}
user_data.address.postal_code = {{DLV - userZip}}
user_data.address.country    = {{DLV - userCountry}}

Método 3: Custom Pixel directo

// =============================================
// GOOGLE ADS + ENHANCED CONVERSIONS
// CUSTOM PIXEL PARA SHOPIFY
// =============================================
const AW_ID = 'AW-XXXXXXXXX';
const PURCHASE_LABEL = 'XXXXXXXXXXXXX';

// Cargar gtag.js
const script = document.createElement('script');
script.src = 'https://www.googletagmanager.com/gtag/js?id=' + AW_ID;
script.async = true;
document.head.appendChild(script);

window.dataLayer = window.dataLayer || [];
function gtag(){ dataLayer.push(arguments); }
gtag('js', new Date());

// CLAVE: activar Enhanced Conversions en el config
gtag('config', AW_ID, { 'allow_enhanced_conversions': true });

function cleanOrderId(gid) {
  if (!gid) return '';
  return gid.split('/').pop();
}

// PURCHASE con Enhanced Conversions
analytics.subscribe('checkout_completed', (event) => {
  const c = event.data.checkout;
  const orderId = cleanOrderId(c.order?.id) || c.token;
  
  // Protección contra duplicados (reload del thank-you)
  const last = sessionStorage.getItem('_gads_last');
  if (last === orderId) return;
  sessionStorage.setItem('_gads_last', orderId);
  
  // ⚡ ENHANCED CONVERSIONS  -  gtag hashea con SHA-256 antes de enviar
  // ESTO VA ANTES de gtag('event', 'conversion')
  gtag('set', 'user_data', {
    'email': c.email || '',
    'phone_number': c.phone || '',
    'address': {
      'first_name': c.shippingAddress?.firstName || '',
      'last_name':  c.shippingAddress?.lastName || '',
      'street':     c.shippingAddress?.address1 || '',
      'city':       c.shippingAddress?.city || '',
      'region':     c.shippingAddress?.province || '',
      'postal_code': c.shippingAddress?.zip || '',
      'country':    c.shippingAddress?.countryCode || ''
    }
  });
  
  // Conversión
  gtag('event', 'conversion', {
    'send_to': AW_ID + '/' + PURCHASE_LABEL,
    'value': parseFloat(c.totalPrice.amount),
    'currency': c.totalPrice.currencyCode,
    'transaction_id': orderId
  });
});

⚠️ Importante: orden de ejecución

gtag('set', 'user_data', {...}) debe ir ANTES de gtag('event', 'conversion', {...}). Si va después, Google no tendrá los datos al procesar la conversión.

🎯 Recomendación mínima

Enviá al menos email + teléfono. Con esos dos cubrís ~95% del matching posible. El resto suma poco.

// Hashear un email con SHA-256
async function hashSHA256(str) {
  const normalized = str.trim().toLowerCase();
  const encoder = new TextEncoder();
  const data = encoder.encode(normalized);
  const hashBuffer = await crypto.subtle.digest('SHA-256', data);
  const hashArray = Array.from(new Uint8Array(hashBuffer));
  return hashArray.map(b => b.toString(16).padStart(2, '0')).join('');
}

// Uso:
const hashedEmail = await hashSHA256('usuario@email.com');
// -> "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514"

Reglas de normalización ANTES de hashear

• Email: minúsculas, sin espacios al inicio/final
• Teléfono: formato E.164 con código de país (ej: +12125551234), sin espacios, guiones o paréntesis
• Nombre/Apellido: minúsculas, sin espacios extra
• Dirección: minúsculas