How to Track Purchases on Squarespace with GTM and Google Ads Enhanced Conversions

Introduction

If you’re running an eCommerce store on Squarespace and want to track purchases and send Enhanced Conversions to Google Ads, this step-by-step guide is for you.

We’ll use Google Tag Manager (GTM) to capture purchase data via a custom data layer on the Order Status Page—and pass this data to Google Ads with Enhanced Conversion tracking. No third-party apps needed.

Prerequisites

Before starting, make sure you have:

• A Squarespace Ecommerce website

• Access to the Order Status Page

• Google Tag Manager container

• Google Ads Conversion Action with Enhanced Conversions enabled

• Admin access to Squarespace

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Step 1: Add GTM to Your Squarespace Website

1. Go to your Squarespace Dashboard

2. Navigate to:
   Website > Pages > Custom Code > Code Injection

3. Paste your GTM container code inside the Header field

4. Click Save

Step 2: Add Purchase Data Layer to the Order Status Page

We’ll push the purchase event into the data layer so GTM can capture it.

1. Still under: Dashboard > Website > Pages > Custom Code > Code Injection

2. Scroll to the Order Status Page section

3. Add the following script:

Step 3: Create a Trigger for Purchase Event in GTM

1. Go to GTM → Triggers > New

2. Name it: Purchase

3. Trigger Type: Custom Event

4. Event Name: purchase

5. Fire on: All Custom Events

Step 4: Create Data Layer Variables in GTM

We’ll create 5 variables in total:

For the Google Ads Purchase Tag (3 variables):

• DLV – transaction_id

  • Type: Data Layer Variable

  • Name: ecommerce.transaction_id

• DLV – value

  • Type: Data Layer Variable

  • Name: ecommerce.value

• DLV – currency

  • Type: Data Layer Variable

  • Name: ecommerce.currency

For Google Ads Enhanced Conversions (2 variables):

• DLV – customerEmailAddress

  • Type: Data Layer Variable

  • Name: customerEmailAddress

• User Data Variable – Email Only

  • Type: Google Ads User-Provided Data

  • Select: Email

  • Set email to: {{DLV - customerEmailAddress}}

Step 5: Create Google Ads Purchase Conversion Tag

1. Go to GTM → Tags > New

2. Name it: Google Ads - Purchase Conversion

3. Tag Type: Google Ads Conversion Tracking

4. Enter your Conversion ID and Label

5. Enable: “Include user-provided data from your website” ✅

6. Under “User-provided data”, select the User Data Variable – Email Only

7. Set the following:

   • Conversion Value: {{DLV - value}}

   • Transaction ID: {{DLV - transaction_id}}

   • Currency Code: {{DLV - currency}}

8. Trigger: Purchase Event - Squarespace

Step 6: Preview & Test

1. In GTM, click Preview

2. Visit your Squarespace store and place a test order

3. On the Order Status Page:

   • Confirm purchase event appears in the Preview Mode

   • Check the Console for: ✅ GA4 format dataLayer pushed successfully

   • Ensure the Google Ads tag fires correctly

Step 7: Publish the GTM Container

1. Click Submit in GTM

2. Add a version name like Squarespace Purchase Setup

3. Click Publish

Step 8: Verify Conversion in Google Ads

1. Go to Google Ads > Tools & Settings > Conversions

2. Find your Purchase Conversion Action

3. Status should show:

   • “No recent conversions” → then

   • “Recording conversions” after data starts coming in

Conclusion

You’ve successfully tracked purchase events from Squarespace to Google Ads using GTM and Enhanced Conversions!

This ensures:
✅ Better match rates
✅ More accurate attribution
✅ Optimized campaign performance

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🧠 Want me to set it up for you?

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For more insightful guides and tips on conversion tracking and digital marketing, check out my other Blogs Here