Omega Google Ads: Conversion adjustment for refunded and cancelled orders
What is conversion adjustment?
- Omega sends a Purchase conversion to Google Ads as soon as an order is placed. Until now, that conversion stayed on Google Ads even if you refunded or cancelled the order later, so Smart Bidding kept counting revenue you never kept and spent your ad budget on it.
- Conversion adjustment fixes this. When an order that came from a Google ad is refunded or cancelled in Shopify, Omega sends a correction to Google Ads so the conversion matches what you actually received:
- Partial refund: the conversion value goes down to the amount you kept.
- Full refund, or cancel with a refund: the conversion value goes to zero (and, depending on how the conversion was sent, the conversion is removed, see "Two sending routes").
- It runs automatically for every store. There is nothing to turn on.
Which orders are adjusted?
Order situation | Adjusted? | New conversion value |
|---|---|---|
From a Google ad, Purchase already sent to Google Ads, partially refunded | Yes | Amount left after the refund |
From a Google ad, fully refunded | Yes | 0 |
From a Google ad, cancelled and refunded | Yes | 0 |
From a Google ad, cancelled before payment | Yes | 0 |
From a Google ad, cancelled but you kept the money (no refund) | No | Unchanged |
Organic order (no Google click) or order whose Purchase was never sent to Google Ads | No | Not applicable |
Only the shipping fee refunded and your conversion value does not include shipping | No | Unchanged |
Refund bigger than the conversion value | Yes | 0 (never below zero) |
Conversion value settings matter. Omega calculates the new value with the same settings you chose for conversion value (shipping, tax, discount included or not). A refund for something that is not part of your conversion value does not change it.
When the adjustment is sent?
Topic | What happens |
|---|---|
Wait time | Google only accepts an adjustment 24 hours or more after the original conversion. If you refund sooner, Omega waits until 24 hours have passed, then sends. |
Several refunds in a row | Omega sends one adjustment with the final value, not one per refund. If the value did not change, nothing is sent. |
Time limit | Google accepts adjustments up to 54 days after the conversion. A refund after that cannot be corrected on Google Ads. Omega records it internally and skips it. |
Orders before the release | Only orders sent after October 16th can be adjusted. Older orders are not corrected. |
Errors | If Google has a temporary error, Omega retries up to 5 times. If the error is permanent (for example the conversion cannot be found, or the Google Ads account was disconnected), Omega records the failure and does not retry. |
Several Google Ads accounts | If an order was sent to more than one account, each account is adjusted separately. One account failing does not block the others. |
Plans and limits | Works on all plans, cannot be turned off, and adjustments do not count towards your monthly Purchase conversion limit. |
Two sending routes: why a cancelled order may still show as a conversion
The adjustment always goes back the same way the original conversion was sent. A store can have conversions on both routes at the same time.
Original conversion sent through | Partial refund | Full refund or cancel with refund |
|---|---|---|
Google Ads API | Value goes down. Conversion count stays. | Conversion is retracted: both the count and the value go down. |
Data Manager API | Value goes down. Conversion count stays. | Value goes to 0. The conversion count does not go down. This is a limit of the Google API, not an Omega error. |
What this means for your bidding: |
- Value-based bidding (for example tROAS): almost not affected, because the value is correct.
- Count-based bidding (for example target CPA, Maximize conversions): a cancelled order sent through Data Manager API is still counted as one conversion with zero value.
What the merchant must do
Omega only knows what Shopify tells it. Mark cancelled and refunded orders in Shopify.
This matters most for cash on delivery (COD). If a customer refuses the parcel and you do nothing in Shopify, Omega treats the order as a successful sale and does not adjust it. Omega does not guess or detect failed deliveries.
FAQ
- Do I need to turn this on? No. It runs for every store on every plan.
- Will my Google Ads numbers change right away? No. Only orders sent after the release are adjusted, and only after 24 hours, so numbers go down gradually as refunds and cancellations happen.
- Does it use my monthly Purchase conversion limit? No. Adjustments are not counted.
- Is a partially refunded order still a sale? Yes. Its conversion value goes down, but it stays a conversion.
- Why does Omega not detect failed COD deliveries? Omega only reads Shopify. Mark the order as cancelled or refunded in Shopify.
Updated on: 30/10/2026
Thank you!