Google Ads & Analytics Tracking (no tag manager required)

by Feedlingo / Internet Marketing Jürgen Watzinger

Clean Google Ads & Analytics tracking for Shopware – real product numbers instead of UUIDs, a complete e-commerce funnel, and Consent Mode v2. No tag manager required.

Expected release: April 2026

Compatible with:

Self-hosted

Includes:

Free trial month

The subscription starts with a free trial month during which it can be canceled at any time.

All updates

During the subscription all released updates are included for free

Support from the Extension Partner

In case you have any questions or problems with your extension you can always ask the Extension Partner for help during the subscription.

Description

Highlights

Works without Google Tag Manager
Uses correct product IDs instead of UUIDs
Covers the full e-commerce funnel
Clean and reliable tracking for Google Ads and Analytics
No unnecessary configuration or complexity

Features

Works without Google Tag Manager
Correct product IDs instead of internal Shopware UUIDs
Direct Google Analytics 4 integration
Direct Google Ads conversion tracking integration
Central configuration in the Shopware backend

E-commerce tracking for product views
Tracking of product clicks in listings
Tracking of shopping cart views
Tracking of checkout start
Tracking of shipping method selection
Tracking of payment method selection
Clean purchase tracking for order completions
Refund tracking directly in the Shopware backend
Built-in debugging and tracking validation
Quick setup without unnecessary complexity

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About the Extension

Google Ads & Analytics Tracking for Shopware – structured, consent-compliant, no tag manager required

Shopware’s built-in tracking provides a basic foundation, but for many stores it is not sufficient. Product IDs are often transmitted as internal UUIDs, e-commerce data is incomplete, and integrating Google Ads typically requires additional setup or the use of Google Tag Manager.

This extension provides an independent alternative to the built-in tracking: clean product IDs, a comprehensive e-commerce funnel, support for Google Consent Mode v2, optional server-side refund tracking, and an integrated debugging tool – all without requiring an external tag manager.

Google Analytics 4

Comprehensive e-commerce funnel: Relevant GA4 standard events are automatically captured, including view_item, add_to_cart, view_cart, begin_checkout, add_shipping_info, add_payment_info, and purchase.
Product number as item_id: Instead of internal UUIDs, the Shopware product number (e.g. SW10001) is used as item_id, making reports easier to read and improving compatibility with Google Merchant Center.
Variants and categories: Variant options (e.g. color / size) and the primary product category are transmitted as item_variant and item_category.
Coupon tracking: Promotion codes are automatically passed as the coupon parameter (comma-separated if multiple codes are used).
Listing and click tracking: view_item_list on category and search pages, and select_item on product clicks – including list name and position.
Search tracking: Search queries can be tracked as GA4 search events.
Duplicate purchase protection: The purchase event is triggered only once per order, even if the confirmation page is reloaded.

Google Ads

Conversion tracking: Purchases can be sent directly to Google Ads to measure campaign performance and ROAS.
Remarketing events: Events such as view_item, add_to_cart, and begin_checkout can be used for remarketing purposes.
Enhanced conversions: Customer data (e.g. email, name, ZIP code, country) can be hashed (SHA-256) and transmitted to improve conversion attribution, especially after privacy-related changes.

Privacy and cookie consent

Google Consent Mode v2: Supports the implementation of Consent Mode v2 and respects user consent for data collection.
Automatic CMP detection: Detects common consent management platforms, including the native Shopware cookie banner, Usercentrics, Cookiebot, Borlabs Cookie, OneTrust, CCM19, CookieFirst, and Complianz.
Cookie banner integration: Tracking-related cookies are integrated into the Shopware cookie manager and assigned to the appropriate categories (statistics and marketing).
B2B mode: Optionally allows net prices to be sent to GA4 instead of gross prices.

Server-side refund tracking (optional)

Refund events: Refunds can be automatically sent as GA4 refund events via the Measurement Protocol.
Partial refunds: Partial refunds are handled with correct amounts and line items.
Consent awareness: Refund events are only sent if the required user consent was given.
Automatic retries: Failed transmissions are retried automatically up to three times.

Note: Server-side refund tracking requires payment methods that generate refund data in Shopware (e.g. PayPal, Stripe, or Klarna).

Debugging and quality assurance

Debug overlay: Optional overlay displaying tracking events in real time directly in the storefront (can be enabled via URL parameter).
Validation: Helps identify common tracking issues such as missing item_ids, empty item arrays, or invalid values.
Funnel analysis: Supports verification of the completeness of the e-commerce funnel.
Console logging: Optional logging of tracking events in the browser console.

Compatibility

Shopware 6.5, 6.6, and 6.7
PHP 8.1 or higher
No Google Tag Manager required
Compatible with common themes

Google Ads & Analytics Tracking for Shopware – structured, consent-compliant, no tag manager required

Google Analytics 4

Comprehensive e-commerce funnel: Relevant GA4 standard events are automatically captured, including view_item, add_to_cart, view_cart, begin_checkout, add_shipping_info, add_payment_info, and purchase.
Product number as item_id: Instead of internal UUIDs, the Shopware product number (e.g. SW10001) is used as item_id, making reports easier to read and improving compatibility with Google Merchant Center.
Variants and categories: Variant options (e.g. color / size) and the primary product category are transmitted as item_variant and item_category.
Coupon tracking: Promotion codes are automatically passed as the coupon parameter (comma-separated if multiple codes are used).
Listing and click tracking: view_item_list on category and search pages, and select_item on product clicks – including list name and position.
Search tracking: Search queries can be tracked as GA4 search events.
Duplicate purchase protection: The purchase event is triggered only once per order, even if the confirmation page is reloaded.

Google Ads

Conversion tracking: Purchases can be sent directly to Google Ads to measure campaign performance and ROAS.
Remarketing events: Events such as view_item, add_to_cart, and begin_checkout can be used for remarketing purposes.
Enhanced conversions: Customer data (e.g. email, name, ZIP code, country) can be hashed (SHA-256) and transmitted to improve conversion attribution, especially after privacy-related changes.

Privacy and cookie consent

Google Consent Mode v2: Supports the implementation of Consent Mode v2 and respects user consent for data collection.
Automatic CMP detection: Detects common consent management platforms, including the native Shopware cookie banner, Usercentrics, Cookiebot, Borlabs Cookie, OneTrust, CCM19, CookieFirst, and Complianz.
Cookie banner integration: Tracking-related cookies are integrated into the Shopware cookie manager and assigned to the appropriate categories (statistics and marketing).
B2B mode: Optionally allows net prices to be sent to GA4 instead of gross prices.

Server-side refund tracking (optional)

Refund events: Refunds can be automatically sent as GA4 refund events via the Measurement Protocol.
Partial refunds: Partial refunds are handled with correct amounts and line items.
Consent awareness: Refund events are only sent if the required user consent was given.
Automatic retries: Failed transmissions are retried automatically up to three times.

Note: Server-side refund tracking requires payment methods that generate refund data in Shopware (e.g. PayPal, Stripe, or Klarna).

Debugging and quality assurance

Debug overlay: Optional overlay displaying tracking events in real time directly in the storefront (can be enabled via URL parameter).
Validation: Helps identify common tracking issues such as missing item_ids, empty item arrays, or invalid values.
Funnel analysis: Supports verification of the completeness of the e-commerce funnel.
Console logging: Optional logging of tracking events in the browser console.

Compatibility

Shopware 6.5, 6.6, and 6.7
PHP 8.1 or higher
No Google Tag Manager required
Compatible with common themes

Details

Available: English, German
Latest update: 19 May 2026
Version: 1.0.4
Category: Tracking

About the Extension Partner

Feedlingo / Internet Marketing Jürgen Watzinger

See all extensions

Partner Status

Shopware
Extension Starter

Details

Partner since: 2026

Support

Based in: Germany
Speaks: German, English
Response time: Very quickly

Configuration

The setup of this extension is intentionally kept simple. In most cases, only a few steps are required to get reliable tracking for Google Analytics 4 and Google Ads up and running. For best results, you should complete the full configuration and test your tracking once.

1. Install and activate the plugin

Install the plugin in Shopware
Activate the plugin
Clear the cache

After activation, the configuration fields will be available in the Shopware backend.

2. Disable native Shopware tracking

Do not use this extension together with Shopware’s built-in Google Analytics integration.

If both systems are active, duplicate tracking events may occur, resulting in incorrect data in Google Analytics and Google Ads.

Make sure the native Google/Analytics integration is disabled for the respective sales channel before using this plugin in production.

3. Select sales channel and verify basic settings

The plugin can be configured per sales channel. Make sure you are configuring the correct one.

Select the desired sales channel in the plugin configuration
Ensure settings are saved in the correct context
If you run multiple storefronts, verify each configuration individually

This ensures tracking data is not sent from the wrong store or only partially configured.

4. Set up Google Analytics 4

Enter your GA4 Measurement ID in the plugin configuration.

This ID usually starts with G-, for example:

G-XXXXXXXXXX

You can find the Measurement ID in Google Analytics 4 under:

Admin
Data Streams
Select your Web Data Stream

This ID is used to send events such as product views, cart actions, checkout steps and purchases to Google Analytics 4.

5. Set up Google Ads

If you want to send purchase conversions to Google Ads, enter the following values:

Google Ads Conversion ID
Google Ads Conversion Label

You can find these in your Google Ads account under:

Tools and Settings
Measurement → Conversions
Open the desired conversion action

The Conversion ID and Conversion Label will be displayed there.

Only if these values are entered correctly can purchase conversions be sent to Google Ads.

If you only want to use Google Analytics 4, you can leave the Google Ads fields empty.

6. Product IDs and data quality

The plugin ensures that proper product identifiers are used instead of internal Shopware UUIDs. This results in cleaner and more consistent data for Google Analytics and Google Ads.

It is recommended to use the product number as item_id, depending on your tracking and feed setup.

This helps align shop data, analytics data and (if applicable) Google Merchant Center product data.

7. Select tracking events

You can define which e-commerce events should be tracked. Depending on your configuration, the following events are available:

view_item – product detail views
add_to_cart – add to cart actions
remove_from_cart – remove from cart actions
view_cart – cart views
begin_checkout – checkout start
add_shipping_info – shipping method selection
add_payment_info – payment method selection
select_item – product clicks in listings
search – on-site search
purchase – completed orders

Recommendation: Enable all relevant events to get a complete e-commerce tracking setup.

Individual events can be disabled if needed.

8. Avoid duplicate tracking events

The plugin includes safeguards to prevent duplicate purchase events (for example after page reloads).

However, you should ensure that no additional tracking plugins, scripts or Google Tag Manager setups trigger the same events.

Especially for purchase events, clean and unique tracking is essential to avoid incorrect revenue data.

9. Set up refund tracking

The plugin supports sending refunds to Google Analytics 4 using the Measurement Protocol.

In addition to the Measurement ID, you need an API Secret.

You can find or create the API Secret in Google Analytics 4 under:

Admin
Data Streams
Select your Web Data Stream
Scroll down to Measurement Protocol API Secrets
Click Create

Enter the generated API Secret in the plugin configuration.

Please note:

Refund tracking is sent to Google Analytics 4
Automatic refund tracking for Google Ads is typically not supported
Refunds should only be triggered for valid Shopware orders

10. Check consent and cookie settings

The plugin respects your shop’s consent settings. Tracking will only run if the visitor has granted the required permissions.

Make sure your cookie banner is properly configured and includes the necessary categories:

Statistics / Analytics for Google Analytics 4
Marketing for Google Ads

If consent is not granted, tracking will be blocked or limited accordingly.

Double-check your setup if you are using an external consent or cookie plugin.

11. Use debugging and validation tools

The plugin includes built-in debugging features to help you verify your tracking setup.

Enable or disable debug mode
Display the debug overlay in the storefront
See which events are triggered
Check consent status and tracking status
Validate basic tracking functionality

The debug overlay can show:

triggered tracking events
whether Google Analytics is loaded
whether consent is granted
current tracking status

Recommendation:

Enable debugging during setup
Disable it in production

12. Test your tracking

After setup, you should test your tracking flow:

Open a product page
Add a product to the cart
Open the cart
Start checkout
Select shipping and payment methods
Complete a test order

Use the DebugView in Google Analytics 4 to verify events in real time.

You can also use the Google Tag Assistant for additional validation:

https://tagassistant.google.com/

Keep in mind that standard reports in Google Analytics and Google Ads may show data with a delay of several hours or until the next day.

13. Common issues

Native Shopware tracking not disabled
Additional tracking plugins or scripts causing duplicate events
Incorrect Measurement ID, Conversion ID or Conversion Label
Missing or invalid API Secret for refund tracking
Tracking blocked by cookie or consent settings
Configuration saved in the wrong sales channel
Cache or theme not refreshed after changes

14. Important notes for production use

This extension does not create or replace a Google account
All required IDs and configurations must already exist in your Google setup
Always clear cache after configuration changes
Verify settings per sales channel if multiple are used
Disable debug features after successful setup

Conclusion

Once installed, only a few inputs are required to get a clean and reliable tracking setup. Enter your Google IDs, enable the desired events, check consent, and test the result. After that, the plugin can run reliably in production without unnecessary complexity.