Improve Conversion Tracking with Cost per item

Torge
Tourist
6 0 1

Hi Shopfiers,

 

We would like to improve our online marketing by optimising towards contribution margin rather than revenue. However, we are running into a bundle of issues with this and I thought maybe someone here could help.

 

1. We would like to pass "cost per item" to the Tag Manager to use pass contribution margin along to e.g. Google (which offers 'cost_of_goods_sold' as an attribute in its conversion pixel). However, as far as I see it there is neither the cost item field in the orderItems array nor is there a total sum that I could access in the liquid. Any chance I could get this field available in checkout?

 

2. Where possible we do not implement our own tracking but use the shopify sales channel instead (e.g. for Facebook). Is there any way to manipulate the value that is used as conversion value for the sales channels?

 

I appreciate all tipps and hints that help us improve on the way from measuring revenue to contribution margin.

 

Thanks a lot!

Torge

Replies 5 (5)

EmmanuelFlossie
Shopify Partner
2994 223 717

1) I recommend and assume by now you have a Google Merchant Center feed, is to submit the data via Cost of Goods : https://support.google.com/merchants/answer/9017895

 

However if you also want this for text ads, then consider custom variables: https://support.google.com/google-ads/answer/9962082#zippy=%2Cconversion-tracking-using-tags-on-your...

 

Get in touch with Emmanuel: a Google Shopping Specialist, Google Ads Diamond Product Expert, and also a a Google Product Expert Education 2021 & Tailwind 2023 Award winner.
Need Google Merchant Center or Google Shopping support?.
Torge
Tourist
6 0 1

Dear @EmmanuelFlossie,

 

thanks a lot for being in touch and for your reply. I would really loke to 'fix' this for other platforms like Criteo, BingAds etc. as well so I prefer a solution that passes the values I need to GTM so I could use them there.  However, as far as I see it it is neither possible to extract the value from the 'cost per item' field nor from a metafield in checkout. Or is there any way to get these on the order confirmation site?

EmmanuelFlossie
Shopify Partner
2994 223 717

Currently the checkout objects does not include COGs, so the first option I mentioned is the only one for Google Merchant Center.

You may check: https://shopify.dev/api/liquid/objects/checkout

Get in touch with Emmanuel: a Google Shopping Specialist, Google Ads Diamond Product Expert, and also a a Google Product Expert Education 2021 & Tailwind 2023 Award winner.
Need Google Merchant Center or Google Shopping support?.
Josh_Uebergang
Shopify Expert
1012 43 269

Like what Emmanuel said, the best way to do this for Google Ads is through Merchant Center. You can see what the process of setting up COGS in a feed through a third-party tool here https://www.digitaldarts.com.au/google-shopping/feed-shopify

Run Google Shopping ads? Get the free definitive guide to Google Shopping for Shopify (no optin required): https://www.digitaldarts.com.au/google-shopping
Torge
Tourist
6 0 1

Dear @EmmanuelFlossie and @Josh_Uebergang thanks a lot for your replies and your help. Much appreciated! Unfortunately the item meta fields are not part of the line_item object. So it seems you could really just 'solve' this for Google currently. Thanks!