Does linking the Cafe24 Google & YouTube app set up conversion tracking?

Linking alone is not enough. Turn on the Google Ads conversion tracking tag toggle under Google & YouTube › Settings. Once it is on, seven events from page view to purchase fire automatically.

Should I choose browser events or browser+server?

Browser+server. Browser-only events miss Naver Pay purchases, while browser+server sends Naver Pay orders as server events. Cafe24 also sends the hashed data used for enhanced conversions.

Why are Google Ads conversions far higher than my orders?

All seven conversion actions the app creates are primary by default, so page views and product views count as conversions. In Google Ads go to Goals › Conversions › Summary, keep Purchase primary and set the rest to secondary.

What about the Ads conversion snippet I pasted into Direct code input earlier?

Remove it. Cafe24's help says to delete any conversion tag added through Smart Design before turning on the app tag. With both in place the same checkout is counted twice.

Does importing GA4 conversions into Google Ads double count?

The app tag already counts purchases, so set the purchase conversion imported from GA4 to secondary. Keeping it primary counts the same order twice.

I see AW-, GT- and MC- tags in the page source. Is that normal?

Yes. Measured on a live store, AW- is inserted by the Google Ads conversion tag toggle, MC- by the GMC conversion tag toggle, and GT- is the Google tag container that groups them.

Guides

Cafe24 Google Ads Conversion Tag: App Toggle and Primary Goal

Imagefactory · Published 2026-09-18

Google Ads conversions on a Cafe24 store need no code. Turn on Google Ads conversion tracking tag in the settings of the Google & YouTube app and seven events, from page view to purchase, fire on their own. What remains is to keep only Purchase as a primary goal in Google Ads and set the other six to secondary, so the Conversions column counts purchases and bidding optimizes for them.

The app creates all seven conversion actions at once, and left as they are, page views count as conversions and the total inflates to the size of your traffic.

The five steps to put Google Ads conversions on a Cafe24 store — linking and toggles live in the Cafe24 Google & YouTube app, goal cleanup and checks in Google Ads.

Check whether it is already installed

Open the page source of your storefront (Ctrl+U on Windows, Cmd+Option+U on Mac) and search for these strings.

Search string	Meaning	If present
`AW-`	Google Ads conversion tag	Either the app toggle is on or someone pasted it earlier. Work out which one below
`MC-`	Merchant Center conversion tag	The app's `GMC conversion tracking tag` is on
`GT-`	Google tag container	The app groups the two tags above in it. Leave it
`gtag('event', 'conversion'`	A hand-pasted conversion snippet	Together with the app tag it counts the same checkout twice. Remove it in 2)

The mapping between prefixes and app toggles is not in Cafe24's documentation; it was measured on a live store. If the app has never been turned on and only AW- appears, someone added the tag through Direct code input.

1) Link Merchant Center and Google Ads in the Google & YouTube app

In the Cafe24 admin left menu open Google & YouTube and press Create a Google Merchant Center and get started.
Sign in with your Google account and create a new Merchant Center or connect an existing one.
On the Google Ads campaigns screen connect your ad account. If an existing account does not appear, follow When your Google Ads account is missing in Cafe24.

Only stores with a completed PG application can start. The procedure follows Cafe24's Google & YouTube getting started guide.

2) Turn on the conversion tracking tag in Settings

If a Google Ads conversion tag was added earlier through Smart Design or Direct code input, remove it first. Cafe24's help says to remove it before proceeding.
Go to Google & YouTube → Settings → Account settings tab and turn on Google Ads conversion tracking tag under feature settings.
Choose Browser + server as the event method.
Turn on GMC conversion tracking tag on the same screen. It reports purchases and refunds to Merchant Center.
Press Save. The tag goes into both the PC and mobile stores.

Event	Browser	Server
Page view	Sent	-
View content	Sent	-
Add to cart	Sent	-
Begin checkout	Sent	-
Search	Sent	-
Sign-up	Sent	-
Purchase	Sent	-
Naver Pay purchase	On the buy button click	On order creation

The event list is in Cafe24's conversion tag installation article and the browser and server events guide. The only server event is Naver Pay order creation.

3) Turn on enhanced conversions and auto-tagging

In Google Ads go to Admin → Account settings and keep Auto-tagging enabled. Cafe24's documentation asks for it.
Under Goals → Conversions → Settings accept the customer data terms.
Open the purchase conversion action, turn on Enhanced conversions, choose Google tag, turn off automatic detection and enter the variable names enhanced_conversion_email and enhanced_conversion_phone_number. Cafe24 sends hashed email and phone under those names on add to cart, begin checkout and order complete.

Enhanced conversions are optional. Purchases are recorded without them. The variable names and conditions follow the Cafe24 browser and server events guide.

4) Keep only Purchase as a primary goal in Google Ads

Open Goals → Conversions → Summary in Google Ads. The seven conversion actions created by the Cafe24 app appear grouped by goal.
Leave the goal that contains Purchase alone and open the goals that hold page view, view content, add to cart, begin checkout, search and sign-up one by one.
In the Conversion action optimization section choose Secondary action (observation only) and save.
Set the purchase goal as the account default goal. The Conversions column then shows purchases only and All conversions shows the rest.

The difference between primary and secondary and the steps are in Google Ads help; account default goals are in the conversion goals article.

5) Confirm with a test order

Open your store in Tag Assistant, walk through a product page and the cart, and check that the Google tag and conversion events fire.
Place one test order.
In Google Ads Goals → Conversions → Summary check that the purchase conversion action's status changes to Recording conversions.

The status values are Unverified, Recording conversions, No recent conversions and Tag inactive, and reporting can lag by up to 24 to 48 hours, per Google's conversion tracking data article.

Checklist

What to check	Where	Pass condition
App toggle	Cafe24 `Google & YouTube` → `Settings` → `Account settings`	`Google Ads conversion tracking tag` is on with browser + server
Duplicate tags	Storefront page source	One `AW-` ID and no hand-pasted conversion snippet
Conversion actions	Google Ads `Goals` → `Conversions` → `Summary`	Purchase is primary and the other six are secondary
Auto-tagging	Google Ads `Admin` → `Account settings`	Enabled
Test	Status column on the same summary screen	The purchase action reads `Recording conversions` after the test order

Five common blockers

Conversions equal my visits. The page view conversion action is still primary. Set it to secondary as in 4).

The same order is counted twice. The app tag overlaps with a hand-pasted snippet or a Google Ads conversion tag created in GTM. Keep the app tag and delete the others.

Naver Pay orders are missing from conversions. The event method is browser only. Switch to Browser + server and save.

Importing GA4 purchases into Ads doubled my conversions. The app tag already counts purchases. Set the imported GA4 purchase conversion to secondary. GA4 setup is covered in GA4 on a Cafe24 store.

My ad account is not in the connection list. The Google account linked to Cafe24 is not a user of the ad account. Follow When your Google Ads account is missing in Cafe24.

An agency needs a Cafe24 sub-operator account and Google Ads agency access to do this for you. Naver conversion tracking continues in Naver Ads conversion tracking on Cafe24.