Setting up Conversion Tracking in Wix or Ecwid?
Hi, I have a question about this, but I’m not quite savvy with this thing so please bear with my questions and explanations.
I have an ecommerce website that’s using WIX and the store is connected to another app which is Ecwid. And I tried to track the purchase conversion, and I followed the instruction from Ecwid here https://support.ecwid.com/hc/en-us/articles/207100609-Google-AdWords but it seems that the conversion value is always showing 1 even though i used a specific code like
%after the parameter value.order_total%Do i have to set this up in WIX or in Ecwid? I did try some things and did some test purchase but its still showing value : 1, so I don’t know where I did wrong. Can anyone help?
Thanks in advance.
The short answer is:
Your issue is likely due to the placement of the conversion code, which needs to be on the thank you page and not just injected into the site’s header, or an error in how Ecwid’s variable is formatted within the Google Ads tag.
The specific Ecwid variable %order_total%
You should set up Google Tag Manager through Wix’s Marketing Integrations, and then use a GTM variable to capture the purchase data from the Ecwid data layer, which is a much more robust and permanent solution than hardcoding the script.
The long answer is:
Your experience is very common when trying to connect two platforms (Wix and Ecwid) with an external advertising platform (Google Ads).
Since Ecwid is an embedded storefront, Wix controls the main page, but Ecwid controls the shopping cart and checkout flow.
The primary issue you are facing is that the conversion tracking script is not correctly “seeing” or capturing the dynamic order value because of a variable conflict or simply being placed in a location that fires before the final order data is available.
You need to verify three things, with the third being the most important:
First, in your Google Ads conversion action settings, make sure you have explicitly selected the option to “Use different values for each conversion” and that you have not left the default value set to 1.
If the script fails to grab a value, it will fall back to this default.
Second, since you are using the Ecwid-provided code, you must ensure that you are placing the Google Ads event snippet code in the exact location Ecwid specifies for conversion tracking, which is typically on the thank you page or through a dedicated “Tracking & Analytics” section, where it can properly substitute the %order_total%
Third, the most reliable and future-proof solution is to use Google Tag Manager, which Wix and Ecwid both support.
An excellent and cheap solution involves using the Google Ads API combined with Ecwid’s powerful server-side tools like their REST API and webhooks.
Here is how that server-side approach works to bypass front-end tracking limitations like browser blockers and ensure the maximum accuracy of your Purchase and other Standard Events.
You would set up an Ecwid webhook to fire an Order Created event to a custom endpoint on your server.
This endpoint is where a service like Stape or your own Google Cloud Platform environment runs a GTM Server Container.
The GTM Server Container receives the complete, non-browser-dependent, server-side data from the Ecwid webhook, including the exact order total and customer details.
It then transforms this data and sends it directly to the Google Ads API, completely bypassing the user’s browser where the conversion value is failing to be captured.
This approach is cheap because services like Stape offer very low-cost hosting for the GTM Server Container, and you avoid the need for custom coding directly on your Wix or Ecwid site beyond the webhook setup.
This combination of Ecwid REST API/webhooks, GTM Server Container, and the Google Ads API provides the most accurate and durable tracking available today, moving your conversion measurement to the “source of truth” – your order system.
For a temporary fix, double-check Ecwid’s documentation on setting up Google Ads conversion tracking, specifically for the event snippet where you insert your ID and label, and ensure the value parameter is correctly using the %order_total%
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