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Can I stop subscription renewals being sent to Google Ads?

Turn on Leave out subscription renewals so Google Ads only receives the order that starts a subscription, not the automatic renewals after it.

What the switch changes

When a customer is on a subscription, your store creates a new order every time it renews, without the customer clicking an ad or visiting your store. TrueROAS normally sends every order to Google Ads, so these renewals arrive as purchases too, and Google can count recurring revenue as a result of your ads.

Leave out subscription renewals keeps them out. With it on, Google Ads only receives the order that starts the subscription. Orders that Shopify or WooCommerce mark as created by a subscription app are not sent. These are the orders that show Subscription at the end of their customer journey. See What do the source names in a customer journey mean?.

Your reports do not change. TrueROAS already credits renewals to Subscription instead of an ad, whether the switch is on or off.

Turn it on

The switch only shows once Google Ads Enhanced Conversions is on. See How do I send my sales to Google Ads with Enhanced Conversions?.

  1. Open Setup in the left menu and click Events Manager.
  2. Click Google Enhanced Conversions.
  3. If you see a summary of your settings, click Configure to show them.
  4. Turn on Leave out subscription renewals. It sits under Also send orders without a Google Click ID.
  5. You see Subscription renewals are no longer sent to Google. The text under the switch now reads automatic subscription renewals are not sent to Google Ads. Only the order that starts a subscription counts as a purchase.

The switch is saved straight away, so you do not need to click Save Settings. Turn it off to send renewals again. You see Subscription renewals are sent to Google again.

Good to know

  • The switch applies to the whole store. Anyone on the store who can open Events Manager can change it.
  • It is off until you turn it on.
  • It only affects orders sent after you turn it on. TrueROAS sends to Google about once an hour, so the first upload without renewals is the next one. Renewals already sent stay in Google Ads; TrueROAS cannot take them back.
  • When the Google settings are folded away, their summary shows Leave out subscription renewals with On or Off.
  • It only changes what Google Ads receives. Meta and TikTok still receive renewals.
  • You cannot leave out renewals for some products only, or renewals from one subscription app only.