Native integration
Google Ads B2B ecommerce integration
Connect your TierCommerce store to Google Ads, Google Merchant Center and GA4. Your products feed Shopping and Performance Max campaigns, each order is sent as a conversion with enhanced conversions, and GA4 tracks the full path to purchase. Trade pricing stays private.
What syncs between Google Ads and TierCommerce
TierCommerce sends Google your public product feed, your conversions and your GA4 ecommerce events. Google sends back the click IDs and product issues you need to keep them accurate.
From Google into TierCommerce
Click IDs
The gclid, gbraid and wbraid from ad clicks, stored with the order for conversion uploads
Product issues
Disapprovals and warnings from Merchant Center, shown against the product
Conversion actions
Your Google Ads conversion actions, so you choose which one each event reports to
From TierCommerce to Google
Merchant Center products
Products and variants with title, GTIN, brand, image, availability and GST-inclusive price
Purchase conversions
Each order with its value, currency and order ID, so a sale is never counted twice
Enhanced conversions
Email and phone, normalised and SHA-256 hashed, sent with the conversion to improve matching
GA4 ecommerce events
view_item, add_to_cart, begin_checkout and purchase, plus generate_lead for trade applications
Consent signals
Consent mode states, including ad_user_data and ad_personalization, on every tag and upload
A native Google Ads integration, from feed to conversion
We build and maintain the Google Ads connection ourselves. It uses the right Google Ads API for each job, so it stays fast as your order volume grows.
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Merchant API
Products, prices and stock sent to Merchant Center as they change, through Google’s successor to the Content API for Shopping.
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Google Ads API
Conversion and enhanced conversion uploads, matched by click ID and hashed customer data.
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Google tag
Browser events for Google Ads and GA4, with consent mode built in.
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GA4 Measurement Protocol
Purchase and refund events sent from our servers, keyed by transaction ID.
What it supports in Google Ads
- Shopping ads, Performance Max and free product listings
- GST-inclusive prices in AUD and NZD
- Separate Merchant Center targets for Australia and New Zealand
- GTIN, MPN and brand for manufacturer products
- Enhanced conversions and consent mode
- GA4 ecommerce reports, with lead events for trade applications
Google Ads for wholesalers who also sell direct
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Public prices in the feed
Merchant Center gets the GST-inclusive price any shopper would pay. Contract and customer-group prices are never included.
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Consent mode built in
Your cookie banner sets Google’s consent signals. When a visitor declines, no hashed customer data is sent.
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Hashed before it leaves
Emails and phone numbers are normalised and SHA-256 hashed on our servers before any upload to Google.
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One order, one conversion
Every conversion carries the order ID, so a retry or a page refresh never counts a sale twice.
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Feed issues in plain sight
Merchant Center disapprovals show against the product in TierCommerce, so your team fixes them at the source.
Live on Google in your first week
Connect Google Ads, Merchant Center and GA4, and start sending accurate conversions and product data within days.
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1 Day 1
Connect Google
You sign in with Google and choose your Merchant Center account, Google Ads account and GA4 property.
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2 Day 2
Send the feed
Products go to Merchant Center. Google reviews them, which can take a few days, and we work through any issues.
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3 Day 3
Set up conversions
Events are mapped to your conversion actions, and test orders confirm conversions and enhanced conversions arrive.
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4 Day 5
Go live
Tracking switches on for real visitors, and your products are ready for Shopping and Performance Max campaigns.
Secure and reliable by design
Your Google Ads data is your business. The integration only touches what it needs, and every action is recorded.
- Encrypted in transit (TLS 1.2+) and at rest
- Google sign-in with OAuth 2.0, revocable from your Google account
- Emails and phones SHA-256 hashed before upload
- Contract and customer pricing never sent to Google
- Consent mode signals on every event
- TierCommerce data hosted in Sydney
Google Ads integration questions
Can TierCommerce integrate with Google Ads for B2B ecommerce?
Yes. Google Ads is a native TierCommerce integration. It keeps your Google Merchant Center feed up to date, sends conversions with enhanced conversions, and tracks GA4 ecommerce events.
What are enhanced conversions?
They add hashed first-party data, such as the buyer’s email, to a conversion so Google can match it to a signed-in Google account. TierCommerce normalises and SHA-256 hashes the data before it is sent, and only when the visitor has consented.
What price goes into the Merchant Center feed?
Your public price including GST, in AUD or NZD. Google expects the feed price to match what a shopper sees on the product page, and contract prices are never included.
Does it work with Shopping and Performance Max campaigns?
Yes. Both use your Merchant Center products. You can group products with custom labels, such as margin band or brand, to control bidding.
Can we track trade account applications and quote requests?
Yes. They are sent to GA4 as generate_lead events and can be used as Google Ads conversions, so you can bid for B2B demand as well as retail sales.
How does consent mode work?
Your cookie banner sets consent mode signals, including ad_user_data and ad_personalization. When a visitor declines, no hashed customer data is sent and Google tags respect that choice.
Do we need Google Tag Manager?
No. TierCommerce adds the Google tag for you and sends purchase events from our servers. You can keep an existing Tag Manager container for other tags.
Can we run separate feeds for Australia and New Zealand?
Yes. Each storefront sends products for its own country, with prices in its own currency. You can use one Merchant Center account or one per country.
See TierCommerce running on your own products.
Bring a price list and a recent purchase order. We’ll show you both working in 30 minutes.