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Rechnungskit

Google tag in the checkout (Google Ads and Analytics 4)

Updated

The Google tag measures purchases in the Rechnungskit checkout for Google Ads and Google Analytics 4. Under Connections → Integrations, on the Google tag card (Connect expands the fields), you enter only IDs: the Google Analytics 4 measurement ID (format G- followed by letters and digits) and/or the Google Ads conversion ID (format AW- followed by digits) with the conversion label. Rechnungskit checks the format strictly. There is deliberately no field for your own code or snippets; Rechnungskit adds Google's official loading code itself.

Rechnungskit, the expanded Google tag card, not connected yet: the fields GA4 measurement ID (G-…), Google Ads conversion ID (AW-…) and conversion label are highlighted, below them the note that at least a GA4 measurement ID or a Google Ads conversion ID is needed, and the button "Save"

When the tag loads

Only after consent. As soon as the Google tag is active and your company details contain a privacy policy URL, the checkout shows the consent bar (details on the help page Consent and cookie banner in the checkout, in German). Only after a click on Accept does the checkout load gtag.js from Google. Without a yes, no Google script runs and the gclid from your ad is not stored. Through its Content Security Policy, the checkout allows only the Google domains the tag needs, and only for you, never for other merchants.

Only with consent · in the browser
When the Google tag measures
In the checkout
  1. Consent barappears as soon as the tag is active and your company details contain a privacy policy URL
  2. DecisionThe buyer clicks Accept or rejects
Rechnungskit
  1. Load gtag.jsonly after the click on Accept
  2. Google domains onlyThe Content Security Policy allows them only in your checkout
To Google
With Acceptpage_view, begin_checkout, then purchase (GA4) and the Google Ads conversion on the thank-you page
Without AcceptNo Google script, and the gclid from your ad is not stored
Consent is required by § 25 Abs. 1 TDDDG. Under the EDPB Guidelines 2/2023, para. 50 f., even collecting a click ID such as the gclid counts as access to the user's device.

Checkout on a smartphone with the consent bar at the bottom: "With your consent, Stadtnotizen Leipzig measures which ads work. This sends data to advertising partners. You can order either way." Followed by the links Details and Privacy policy and the equally sized buttons "Reject" and "Accept"

Which events are sent

  • page_view when the checkout page opens
  • begin_checkout as soon as the buyer starts filling in the form
  • purchase (GA4) and the Google Ads conversion on the thank-you page, with amount, currency and transaction ID, so Google does not count the purchase twice. For test purchases and test subscriptions from test mode this event stays off.

The tag does not run on the page with the bank details for prepayment or in the customer portal. Rechnungskit does not pass names, email addresses or postal addresses to Google; the checkout sets no user data for enhanced conversions, and Google Signals is switched off. Also check in Google Ads that automatic enhanced conversions are off for this conversion.

Quick check · Google tag in the checkout
What Google gets and what it doesn't
Amount, currency and transaction IDwith purchase and the Google Ads conversion, so Google doesn't count twice
sent
Name, email and postal addressand no user data for enhanced conversions either
not sent
Google SignalsRechnungskit switches it off
off
Bank details page for prepayment and customer portalThe tag does not load there
no tag
Automatic enhanced conversionsThe setting lives in Google Ads, on the conversion
switch off yourself
Server-side report to Google AdsGoogle measures in the browser
not yet available
Name Google in your privacy policy (Google Ireland Ltd., purpose: conversion measurement and statistics). Rechnungskit does not replace legal advice.

What you need to do

Name Google in your privacy policy (Google Ireland Ltd., purpose: conversion measurement and statistics). Check the measurement in Google's Tag Assistant or in the Analytics real-time reports. A server-side report to Google Ads, like the one the Meta integration sends, does not exist yet; Google measures in the browser. Rechnungskit does not replace legal advice.

Sources: § 25 TDDDG, EDPB Guidelines 2/2023, para. 50 f.

Where to find it in the app

Recent changes

Rechnungskit is not a tax advisory or law firm. This article explains general principles and does not replace advice from a tax advisor (Steuerberater, § 5 StBerG) or a lawyer (§ 3 RDG). Rechnungskit is built for businesses based in Germany and prepares documents, tax rates and bookings automatically. How your specific case is treated remains your decision, ideally together with your tax advisor or a lawyer.

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