Shopware conversion tracking

In this guide

Add Tag Manager and a data layer Consent The purchase event Send from the server Common problems A realistic example Frequently asked questions

Key takeaways

Shopware 6 supports Tag Manager through plugins and has a cookie consent configuration that you connect to your tags.
The key page is the checkout finish page: push one purchase event with value, currency, ID and items.
A server container then sends events to Meta, Google Ads and others.

Shopware is popular with mid-size European merchants, and many of its stores are customised by agencies. Tracking is usually set up through a plugin, and the details differ between plugins and versions. This page covers the main route and the points that cause trouble. Check your plugin's documentation for exact steps. See also Google Ads conversion tracking, how to set up the Conversions API and consent banners.

Add Tag Manager and a data layer

Use a Tag Manager plugin for Shopware 6 that supports a data layer for product, cart, checkout and purchase events, or have a developer add one to the theme. Then check the events in the browser console and in Tag Manager Preview.

Try it

Works with your stack

Grab a logo and throw it. These are the tools Open Tracked already talks to.

Grab one. Throw it.

Shopware has a cookie consent configuration where you register the cookies and groups your site uses. Connect your tags to it: the Tag Manager plugin or a small custom script should update Consent Mode when the visitor chooses, and tags should wait for the right consent type. Test accept, reject and partial choices.

The purchase event

Find the finish page

The page shown after an order is placed.

Push one purchase event

With order ID, value, currency, items and, with consent, customer data.

Fire it once

Guard against reloads of the finish page.

Add an event ID

Use the order number, shared with the server.

For online stores

Orders from your store, back to the ad that earned them

Your store sends the order once. Open Tracked passes it on to each ad platform, cleaned and deduplicated.

Send from the server

Set the server container URL in the Google tag, and add the Meta, Google Ads and GA4 tags in the server container. With Open Tracked, the container, domain and power-ups are hosted for you. The Enricher can add stored hashed e-mail and phone to later events, and Cookie Keeper restores cookies for Safari visitors, both on every plan.

Common problems

SymptomPurchases are missing

Likely causeThe finish page does not push the event, or consent blocks it.

FixCheck the data layer and the consent state in Preview.

SymptomDuplicate purchases

Likely causeA plugin and the container both send.

FixChoose one route.

SymptomWrong totals

Likely causeNet or gross is used inconsistently.

FixDecide which and use it everywhere.

SymptomVariant products have wrong IDs

Likely causeThe parent ID is sent.

FixSend the ID that matches your feed.

0 of 6 done

A data layer plugin is installed and testedCookie consent drives Consent ModeThe finish page sends one purchase eventEvent IDs are shared with the serverTotals follow one ruleTest events look right in each platform

A realistic example

A German Shopware store uses a consent tool that was installed by an agency years ago. During an audit, the team finds that Meta and Google Ads tags fire before the visitor chooses. It updates the plugin, adds consent settings to each tag, and sets the default consent to denied for the relevant regions. Conversions fall slightly for visitors who now decline, and the store's legal team signs off on the set-up. The team then adds server-side purchase events with hashed e-mail for visitors who accepted, and recovers some of the loss. The order of work was important: first make consent correct, then improve data quality inside what consent allows.

Document the set-up in a short note: which plugin sends the data layer, where consent is configured, which tags exist in the web and server containers and who owns each account. Shopware projects often change hands between agencies, and a note like this saves the next team days. Keep it next to the theme code, and update it whenever you add a tag.

Check your setup

Check your tracking in one pass

This is an example. Run the check on your own site to see where yours stands.

Frequently asked questions

How do I add Google Tag Manager to Shopware 6?

With a Tag Manager plugin or a custom theme addition, plus a data layer for e-commerce events.

How do I connect Shopware cookie consent to tags?

Update Consent Mode when the visitor chooses and give tags consent settings.

Where do I fire the purchase event?

On the checkout finish page, once per order.

Can I use a server container with Shopware?

Yes. Point the Google tag to your tagging subdomain.

Does Open Tracked work with Shopware?

Yes. It hosts the server container for any site.

Do I need spreadsheets to read my results?

No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.

Is Open Tracked different from Open Track or Open Space Track?

No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.

Fix your tracking at the source

Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.

Start free More in Integrations →

Written by

The Open Tracked team

We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?

Write to us Read the docs

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