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Set purchase conversion actions to Every. Upstack creates its server-side conversion actions with One, so change it in Google Ads after you set up server-side delivery.

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What’s the difference?

The Count setting decides how many conversions Google Ads records after one ad click:
  • One counts only the first conversion after a click. It suits leads, where a second sign-up from the same person adds nothing.
  • Every counts each conversion after a click. It suits purchases: if a customer clicks once and orders twice, both orders count.

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Will Every count the same order twice?

No. Upstack sends the Shopify order ID with every purchase conversion, and Google Ads counts each order ID only once in a conversion action.

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How do I change it?

  1. In Google Ads, go to Goals → Conversions → Summary.
  2. Click Purchase - Upstack (Server-side).
  3. Click Edit settings.
  4. Under Count, select Every.
  5. Click Save, then Done.
Do the same for any other server-side purchase actions you linked, such as New Customer Purchase - Upstack (Server-side). If you use the browser tag, check Purchase - UpstackData too; you created that action yourself, so its count is whatever you chose.

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Which purchase action should be Primary?

Keep exactly one purchase action Primary. Google Ads doesn’t deduplicate between conversion actions, so two Primary purchase actions count each order twice.

Set up Google Ads server-side

Set Google Ads Primary Goal

Tracking Method