No click id, no attribution
gclid, gbraid or wbraid is what ties a sale to a campaign. Without one, the conversion is dropped rather than counted against the ad that earned it.
Shopware 6 plugin + Google Ads Data Manager API, EU-hosted
Google Ads conversion tracking for Shopware 6
A Shopware 6 plugin that sends the placed order to Google Ads from your server, carrying the click id captured when the visitor arrived. Until version 1.3.0 that click id only travelled on the browser beacon; it now rides the server path too, which is the path that survives an ad blocker.
The problem
Why Google Ads under-counts Shopware sales
Google Ads discards a conversion it cannot attach to a click. On Shopware, the click id has to survive a Storefront session, a checkout and often a payment redirect.
The beacon is the wrong carrier
Sending the click id only from the browser means losing it exactly for the visitors who block scripts, which is the population server-side tracking exists to recover.
Credentials in the shop configuration
A Google token pasted into a shop config is a credential in a place that gets backed up, exported and shared. Rotating it means touching the shop.
The fix
Captured in the Storefront, carried by the server
The click id is stored in a first-party cookie on arrival and read back when the order is placed, so the conversion leaves your server already attributed.
All the click ids Google may send
gclid, gbraid and wbraid, plus msclkid for Microsoft Advertising, captured on arrival and attached to the order-time conversion.
On the server path, not just the beacon
The purchase built on the order lifecycle reads the stored click id server-side. An ad blocker can remove the beacon; it cannot remove the order.
OAuth from the console, nothing in Shopware
You connect the Google account once. The refresh token stays encrypted on our side, and your Shopware configuration holds only the connection key.
Setup
Three steps, and Google Ads starts receiving
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Install the connector
A plugin uploaded in the Shopware administration, Extensions, then activated. Assets install themselves; the Storefront needs no template edit.
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Paste your connection key
One key from your DataFirefly console identifies the site. It is the only thing your shop holds: no destination credential ever lives in your store.
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Add Google Ads as a destination
Your Google Ads settings go into the console, stored encrypted on our side. Rotating them later touches nothing in the shop.
The same connector feeds every other destination from the same events, so Google Ads is a starting point rather than a silo. See the Shopware 6 connector in detail or Google Ads across all platforms.
Same connector
Your other destinations from Shopware 6
One installation, one key. The events you already send reach every destination you switch on.
Pricing
Included in every plan, free plan included
10,000 events a month free, no card. Paid plans from 39 €/month when your volume grows. Every destination is included in every plan: Google Ads is never an add-on.
FAQ
Frequently asked questions: Shopware 6 and Google Ads
Why does Google Ads report fewer conversions than Shopware has orders?
Most often because the conversions arrive without a click id and are discarded. The plugin captures gclid, gbraid and wbraid when the visitor lands and attaches them to the conversion built when the order is placed.
Was the click id always sent from the server?
No, and that is worth stating plainly: until version 1.3.0 the Shopware purchase path carried no click id, only the browser beacon did. That was fixed, so the identifier now travels on the path that survives a blocker.
What are gbraid and wbraid?
The click ids Google sends instead of gclid when the journey crosses an app or a cookie-restricted browser. Handling only gclid loses that traffic without any error to notice.
Do I have to map conversion actions?
Yes, once, in the console: our event name to your Google Ads conversion action. An event with no mapping is skipped rather than sent to the wrong action.
Which Shopware versions are supported?
Shopware 6.5 and 6.6, installed from the administration under Extensions. No template change is needed in the Storefront.
Where is the Google credential stored?
Encrypted on our side, never in your Shopware configuration. Authorisation happens with OAuth from the console, and revoking it does not require touching the shop.
Give Google Ads the Shopware click it is missing
Install the plugin, connect your Google account, map your conversion actions. The next ad-driven order arrives with its click id attached.