If you haven't yet connected Google Analytics or Tag Manager to Starboard Suite, please start there.

With our Google Ads integration, you can track e-commerce conversions into your Google Ads and Analytics accounts.

Google has a number of different tracking products and versions (e.g., GA4, Tag Manager) whose implementations overlap in a variety of ways.

If you're using Google Tag Manager, there's no need to enable Google Ads in Starboard Suite. Instead, you should configure your Tag Manager account to connect directly to Google Ads.

Setting up the Adwords integration in Starboard Suite requires the same steps regardless of which Google product you use, however the way that Starboard sends data to Google Ads will depend on your specific integration.

Completed boarding passes will include the conversion id, conversion label and value, and will be added as a "conversion event" to your Global Site Tag or GA4 integration.