Smart Bidding is only as smart as your conversion data.
When Enhanced Conversions receive incomplete identity, Smart Bidding optimizes for the wrong audiences. Upstack sends identity-resolved conversion events so Google’s algorithms learn from your real buyers — not anonymous sessions.
Same identity resolution trusted by 1,000+ Shopify brands, applied to Google Ads.
Trusted by 1,000+ Shopify brands running Google Ads
4.9/5 on Shopify App Store
1,000+
Brands
actively running Upstack
40%+
Matched events
average signal uplift
<20 min
Setup
most brands go live
Your conversions are firing, but Google can’t match them to real people.
Smart Bidding tells you it’s optimizing, but your CPA keeps creeping up. Consent Mode gaps, cookie loss, and anonymous sessions mean Google is training on incomplete data. You’re not underspending — you’re underfeeding the algorithm.
Every day Smart Bidding trains on incomplete data, it gets better at targeting the wrong people. Unlike manual bidding, you can’t see it happening — you only see the CPA going up.
The conversion signal problem
| What Google Sees | Cause | Impact |
|---|---|---|
| Fewer conversions than Shopify records | Ad blockers, Consent Mode gaps, cross-device breaks | Smart Bidding trains on incomplete data |
| CPA creeping up without explanation | Algorithm targeting wrong audiences from partial signals | Budget wasted on non-converters |
| PMax underperforming expectations | Insufficient conversion signal per channel | Budget misallocated across Search, Shopping, Display |
| Conversion modeling degrading | Thin consented baseline data for Consent Mode | Double penalty: consented AND modeled data are weak |
“For months, we were running campaigns without really knowing what was working. Upstack gave us visibility we’d never had.”
— Team at Champo
Identity-enriched Enhanced Conversions. Better Smart Bidding.
Most Enhanced Conversions setups send whatever the checkout form captures. Upstack resolves identity first — so Google receives complete conversion data for every event.
Enrich
Upstack attaches hashed email, phone, and address data to every conversion event so Google can match them to signed-in users across Search, Shopping, YouTube, and Display.
Close Consent Gaps
Better identity on consented events means better modeled conversions for non-consented events. The richer the baseline, the more accurate Google’s conversion modeling becomes.
Optimize Bidding
With more conversions matched to real users, Target CPA and Target ROAS strategies converge faster on high-intent audiences. Performance Max gets more signal per channel.
One identity graph. Every ad platform gets better data.
The same identity resolution that pushes Meta EMQ to 7.5+ enriches your Google Enhanced Conversions. One Upstack integration powers Meta CAPI, Google Enhanced Conversions, and TikTok Events API simultaneously. Adding Google is a dashboard toggle — not a new implementation.
Better conversion data. Better bidding performance.
| Metric | Without Upstack | With Upstack |
|---|---|---|
| Enhanced Conversion data | Partial (often just email) | Complete (email + phone + address + fingerprint) |
| Conversion match rate | Incomplete | Significantly improved |
| Smart Bidding learning | Slow, wrong audiences | Faster convergence, real buyers |
| Shopify-to-Google gap | Significant and growing | Closed |
| PMax budget allocation | Suboptimal | Signal-rich across all channels |
Perfect White Tee
−33% CAC on Meta
Same identity enrichment that pushes Meta EMQ to 7.5+ also powers Enhanced Conversions. If identity improves Meta match rates, it improves Google match rates.
Paire
+40% blended NET ROAS
Better identity improved conversion matching across ALL platforms. Paire’s results were cross-platform — the same fix that lowered Meta CAC 20% improved Google performance.
Montreal Weights
+15% ROAS cross-platform
Identity fixes compound across channels. Montreal Weights saw improvement on both Meta and Google from the same Upstack integration.
“Upstack helped us unlock revenue we didn’t even realize we were missing. Our emails started landing, our Meta campaigns started scaling again — and we didn’t have to change anything else.”
Montreal Weights Team
+15% ROAS, −10% new customer CAC across platforms
Montreal Weights saw compounding improvements across Meta and Google from the same identity layer. One fix. Every platform performs better.
What Upstack sends to Google Enhanced Conversions.
Most Enhanced Conversions setups only send email from the checkout form. Upstack enriches every conversion with the full set of identity parameters Google uses for matching.
| Parameter | What We Send | Why It Matters |
|---|---|---|
| Email address | Hashed, resolved from identity graph | Primary matching signal for signed-in users |
| Phone number | E.164 format, hashed | Strong secondary matching signal |
| Mailing address | Normalized and hashed | Enables address-based matching |
| Click ID (gclid) | Captured at ad click, persisted | Deterministic click-to-conversion matching |
| Client IP | First-party | Network-level identity signal |
| User agent | Browser/device info | Device-level matching |
Consent Mode v2: Better baseline = better modeling
When users decline cookies, Google relies on conversion modeling. But modeling quality depends on the richness of your consented data. With identity-enriched consented events, Google builds a stronger baseline — so modeled conversions are more accurate too. Better data at the input. Better optimization at the output.
Enhanced Conversions without identity enrichment is like upgrading the pipe but not the water.
Identity-enriched Enhanced Conversions, not raw delivery
Most tools just deliver events to Google server-side. Upstack enriches every event with resolved identity — email, phone, address, click ID, and device fingerprint — before delivery.
No Tag Manager, no developer, no infrastructure
20-minute Shopify app install. No server-side GTM to configure, no cloud hosting to manage, no tag configuration to maintain. Just connect and go.
Same integration fixes Meta, Google, TikTok, and Klaviyo
One identity graph powers every destination. Adding Google to an existing Upstack setup is a 5-minute dashboard toggle. No additional code or configuration.
Consent Mode compliance partner, not workaround
Upstack doesn’t circumvent Consent Mode. It enriches consented data so Google’s modeling works from a stronger baseline. Better consented data = better modeled data = better overall signal.
One identity layer. Every platform optimizes better.
The same identity resolution that enriches Google Enhanced Conversions also powers Meta CAPI, TikTok Events API, and Klaviyo flow recovery.
Frequently asked questions about Google Ads optimization
Give Smart Bidding the data it actually needs.
Your bidding strategies are only as good as your conversion data. Fix the identity layer and let Google’s algorithms do what they’re designed to do. Same integration that fixes Meta also fixes Google.
Cancel anytime
Not ready for a trial? Book a 15-minute walkthrough or read our DTC tracking guide.