How to Setup BigCommerce Conversion Tracking with GTM & Google Ads Enhanced Conversions (Updated Data Layer)

Introduction

If you’re running an eCommerce store on BigCommerce and want to optimize your marketing with accurate data, setting up conversion tracking is essential. In this guide, you’ll learn how to set up BigCommerce Conversion Tracking using Google Tag Manager (GTM) and Google Ads Enhanced Conversions—no third-party apps needed!

Prerequisites

Make sure you have the following ready:

• A BigCommerce online store
  
• Access to BigCommerce Storefront Footer Scripts
  
• A Google Tag Manager (GTM) container
  
• A Google Ads Conversion Action (Enhanced Conversions enabled)
  
• Admin access to Google Ads and BigCommerce

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 Step-by-Step Instructions

Step 1: Add GTM & Data Layer script to BigCommerce

• Log in to your BigCommerce Admin Panel
• Go to: Storefront > Script Manager > Create Script
• Name script: GTM Data Layer
• Placement: Header
• Location: All Pages
• Script Category: Essential
• Paste your GTM container + custom purchase dataLayer code
• Save and publish

Step 2: Create Purchase Trigger in GTM

1. Go to Triggers > New
2. Name it: Purchase – BigCommerce
3. Trigger Type: Custom Event
4. Event Name: purchase
5. Fire on: All Custom Events
6. Save

Step 3: Create Data Layer Variables in GTM

Create the following Data Layer Variables in GTM:

Name	Key in Data Layer	Variable Type
transaction_id	ecommerce.transaction_id	Data Layer Variable
value	ecommerce.value	Data Layer Variable
currency	ecommerce.currency	Data Layer Variable
user_email	user_data.email_address	Data Layer Variable
user_phone	user_data.phone_number	Data Layer Variable

Step 4: Create Google Ads Purchase Conversion Tag

1. Go to Tags > New
2. Name it: Google Ads – Purchase Conversion
3. Tag Type: Google Ads Conversion Tracking
4. Enter:
   Conversion ID
   Conversion Label
5. Set values:
   Conversion Value: {{value}}
   Transaction ID: {{transaction_id}}
   Currency Code: {{currency}}
6. Trigger: Purchase – BigCommerce
7. Save and Publish
   

Step 5: Create Google Ads User-Provided Data Event Tag (Enhanced Conversions Tag)

1. Go to Tags > New
2. Name it: Google Ads – EC User Data Tag
3. Tag Type: Google Ads User-Provided Data Event Tag
4. Enter your Conversion ID
5. Under User Data, select your existing variable that contains both email and phone in JSON format.
   Example Variable: {{User Data JSON}}
6. Trigger: Purchase – BigCommerce
7. Save and publish
   

 

Step 7: Testing & Verification

1. Go to GTM > Preview Mode
2. Visit your BigCommerce store and place a test order
3. On the Order Confirmation Page:
   ✅ purchase event should appear
   ✅ Google Ads Purchase Conversion Tag should fire
   ✅ User-Provided Data Tag should also fire
   ✅ Check dataLayer contains all needed data
   

Step 7: Final Verification in Google Ads

1. Go to Tools & Settings > Conversions
2. Open your Purchase conversion action
3. Wait a few hours to see:
   “No recent conversions” → “Recording conversions”
   “Enhanced Conversions: Active”
   User data showing as “Yes” under diagnostics
   

Step 8: Publish the GTM Container

Once verified:

1. Click Submit in GTM.
2. Add a name like Google Ads Purchase Setup for BigCommerce.
3. Hit Publish.

🎉 You’ve now implemented Google Ads Enhanced Purchase Conversion Tracking for BigCommerce Store!

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✅ Frequently Asked Questions (FAQs)

1. Why use a separate User-Provided Data Event Tag instead of the EC checkbox?
Because it gives more control over what user data is sent and when—helpful for custom setups.

2. Will this setup work with all BigCommerce themes?
Yes, as long as the data layer script is injected correctly in the confirmation page.

3. Is this setup GDPR compliant?
Yes, if user consent is obtained before firing tags. You can use Consent Mode v2 with GTM.

4. Can I also track with GA4 using this method?
Yes. You can reuse the same purchase trigger and data layer for GA4 Purchase Event.

Conclusion

Implementing BigCommerce Conversion Tracking using GTM and Google Ads Enhanced Conversions (via a User-Provided Data Event Tag) helps you:
✅ Accurately track purchases
✅ Improve attribution with first-party data
✅ Remain flexible with custom tagging
✅ Comply with privacy policies while boosting ad performance

📞 Need Help with Setup?

Confused with GTM and User Data Tag setup on BigCommerce? I can help!
I specialize in:

• BigCommerce Conversion Tracking
• Google Ads Enhanced Conversion Tagging
• Custom GTM and Data Layer setup

✅ Message me on WhatsApp
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Let’s get your BigCommerce Conversion Tracking working properly today.

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