Google Setup Checklist: Complete Guide for Shopify Stores (2025)

by | Nov 18, 2025 | Paid Marketing

Overview

Before you can launch any Google Ads or Performance Max campaigns, your Shopify store must be fully connected to Google’s ecosystem — including the Google Channel App, Merchant Center, Product Feed, and tracking tools like Google Tag Manager and GA4.

A complete setup ensures your product data is accurate, your conversions track correctly, and your ads perform at their highest potential.

In this guide, you’ll learn how to set up and verify every essential integration so your store is ready for both free Google listings and paid campaigns.

Prefer the checklist version? Download the Google Setup Checklist SOP PDF here

Shortcuts ✂️

  • Install the Google Channel App in Shopify
  • Connect Google Accounts (Merchant Center & Ads)
  • Configure Product Feed & Shipping Settings
  • Verify Products in Merchant Center
  • Link Merchant Center with Google Ads
  • Install Google Tag Manager (GTM)
  • Configure Google Analytics 4 (GA4)
  • Add Shipping & Returns Policies
  • Enable Enhanced Conversions

FAQ

Step 1 – Install the Google Channel App in Shopify

From Shopify Admin → Apps → Shopify App Store, search for Google & YouTube (Shopify’s official app).
Click Add App → Confirm Permissions and open it from your sidebar.

Step 2 – Connect Your Google Accounts

Sign in with your Google Account and connect:

  • Google Merchant Center (GMC) – for product feeds
  • Google Ads Account (optional) – for paid campaigns

Shopify automatically verifies and claims your domain for GMC.

Step 3 – Configure Your Product Feed

In the Google App → Settings → Product Feed, select:

  • Target Market: country, language, currency
  • Products: all products or specific collections
  • Shipping & Tax: auto-sync from Shopify (if available)

Step 4 – Check Product Status in Merchant Center

Visit Google Merchant Center → Products → All Products.
 Each product shows a status:

  • Approved (✅) – ready for ads and free listings
  • Disapproved (❌) – requires fix (title, GTIN, policy issues, etc.)

Wait 24–48 hours after initial sync for approval.

Step 5 – Link Google Ads to Merchant Center

Inside GMC → Settings  → Linked Accounts, click Link Account and enter your Google Ads Customer ID (e.g., 123-456-7890).
Then, in Google Ads → Tools & Settings → Linked Accounts, approve the request.

Step 6 – Install Google Tag Manager (GTM)

GTM lets you manage tracking scripts in one place.

  1. Go to tagmanager.google.com → Create Account.
  2. Copy the two code snippets (<head> and <body>).
  3. In Shopify → Online Store → Themes → Edit code, paste them in theme.liquid.
  4. Save and verify using Tag Assistant or Preview Mode.

Step 7 – Configure GTM for Shopify EventsCreate Tags for:

  • GA4 Configuration
  • Google Ads Conversions & Remarketing
  • Meta Pixel (optional)

Add Triggers for key events like:

  • Page View
  • Add to Cart
  • Begin Checkout
  • Purchase

Step 8 – Set Up Google Analytics 4 (GA4)

  1. Go to analytics.google.com → Admin ⚙️ → Create Property.
  2. Add a Web Data Stream for your Shopify domain.
  3. Copy the Measurement ID (G-XXXXXXX).

Install Options:

  • Basic: Paste the Measurement ID into Shopify Preferences.

Advanced (Recommended): Add via GTM with a GA4 Configuration Tag and event tags for purchase, begin_checkout, and add_to_cart.

Step 9 – Add Shipping & Returns Policies

Google requires public policies for Merchant Center approval.

Create two Shopify pages:

  • Shipping Policy: Include processing times, carriers, and rates.
  • Returns & Refunds: Include return timeframe, refund method, and instructions.

Then, inside GMC → Tools → Shipping and Returns, link each policy URL.

Step 10 – Enable Enhanced Conversions in Google Ads

Enhanced Conversions use first-party data (email, phone, address) to improve accuracy.

Option 1 – Using Google Tag Manager

In GTM:

  • Create Data Layer Variables for email, phone, etc.
  • Add a Google Ads Conversion Tag → Enable Enhanced Conversions → Map variables → Trigger on purchase.

Option 2 – Using gtag.js

Add the conversion code directly to your Shopify Order Status Page (Settings → Checkout → Additional Scripts).

Step 11 – Verify Everything Is Connected

  • In Shopify → Google App, confirm GMC and Ads connections.
  • In Merchant Center, verify product approval status.
  • In Google Ads, check if conversion tracking is active.
  • In GA4, monitor events like purchase in Realtime Reports.

FAQ

Do I need both GTM and GA4?
Yes — GTM manages tags and GA4 tracks events. Together, they offer complete insights into user behavior.

What if my products aren’t approved in Merchant Center?
Check for missing GTINs, policy issues, or price mismatches and resync via Shopify.

How long does it take for products to sync?
Usually 24–48 hours after initial setup.

Can I run Google Ads without Merchant Center?
You can run Search or Display ads, but not Shopping or Performance Max ads that require a feed.

How often should I review my tracking setup?
At least once a month — especially after theme updates or Shopify changes.

Launch Your Google Setup

You’ve now completed your full Google setup — from Merchant Center and Product Feeds to Tag Manager and Analytics.

With this foundation, your Shopify store is ready to run optimized ads and track conversions accurately across Google’s network.

At NANO, we help brands build data-driven systems that scale.
 If you’re ready to launch or audit your Google setup, book a free strategy call with our team today — and let’s turn your analytics into actionable growth.