What is Content ID Settings in Google Ads Pixel by Nabu?

Choose how we build the product ID that Enhanced Cart Data sends to Google Ads, so it matches your Google Merchant Center feed.

When Enhanced Cart Data is on, we send the line items of every Purchase event to Google Ads. Each line item needs an id that matches that product's Content ID in your Google Merchant Center feed — otherwise Google Ads can't attribute the sale to a specific product, and cart-level reporting breaks without any visible error. This setting only changes the id on each line item in Enhanced Cart Data. It does not change your pixel's Conversion ID, Conversion Label, or any other part of the Purchase event.

Why does the ID format matter? Merchant Center's Content ID isn't always the same value — depending on how your feed was built, it could be SKU, Shopify's Variant ID, or a combination of the two. If our pixel sends something different than what's in your feed, Google Ads can't match the two up.

Follow the steps below to set the format:

1. In our app, go to Settings > Google Integration > Content ID Settings.


2. Under Content ID Format, select the option that matches your Merchant Center feed:

• Default ID format (Recommended) — sends shopify_{country}_{product_id}_{variant_id}, for example shopify_in_8145522_47404566184096.
• SKU — sends the variant's SKU, for example TSHIRT-BLK-M. Pick this if your feed uses SKU as its Content ID.
• Product ID + Variant ID — sends {product_id}_{variant_id}, for example 8145522_47404566184096.
• Product handle — sends the product's handle, for example mens-cotton-crew-tee. Pick this if your feed uses the handle as its Content ID.


3. Click Save in the bar that appears at the top of the page.

Which option is selected by default?

If you already have pixels set up, SKU stays selected, since that matches how Enhanced Cart Data has always worked — this way nothing changes for you unless you choose a different option. If you're setting this up for the first time, Default ID format is selected already, since it's also the default in our Google Shopping Feed app.

Changing the format only affects Purchase events going forward. It does not change conversions Google Ads has already recorded.

Content ID Settings is available on the Advanced and Plus plans; on a lower plan you'll see an Upgrade to unlock button instead.

That's all — once saved, Enhanced Cart Data uses your chosen format for every new Purchase event.

Updated on: 11/09/2026