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Erman Küplü for Analyzify

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How to set up Google Analytics 4 on Shopify

In today's data-driven world, e-commerce businesses rely heavily on analytics to make informed decisions, optimize user experience, and drive sales.

Shopify merchants invest significant resources in digital ads to attract customers and drive sales.

However, without accurate measurement and data analytics, optimizing ad performance and maximizing return on investment (ROI) is impossible. GA4 offers quite important features for Ads measurements and integrations.

2023 August Update
Here are the latest sources about Shopify <> GA4 Integration:
Set up Google Analytics 4 on Shopify with the Official Integration [2023] on Youtube

Set up GA4 on Shopify in 5-mins using Analyzify [Complete Ecommerce Integration] on Youtube

Google Analytics has long been a go-to tool for website owners and digital marketers to gain insights into user behavior and website performance. With the introduction of Google Analytics 4 (GA4), a new era of data analytics has begun, bringing many new features and opportunities for e-commerce businesses.

As a Shopify merchant, you may know that integrating GA4 with your online store is essential for

  • tracking key e-commerce events,
  • understanding customer behavior,
  • optimizing your marketing efforts,
  • analyzing your product and collection performances.

However, the transition to GA4 and its integration with Shopify has not been without challenges.

In this comprehensive guide, we'll explore the ins and outs of Shopify GA4 integration, discuss the challenges merchants face, and provide solutions to help you make the most of GA4's powerful analytics capabilities. Whether you're new to GA4 or looking to enhance your existing setup, this guide will equip you with the knowledge you need to succeed in the competitive e-commerce landscape.

Importance of Proper GA4 Setup

Setting up GA4 properly is the cornerstone of successful ad optimization. It provides valuable insights into customer preferences, ad engagement, and conversion rates, enabling merchants to optimize their marketing campaigns and allocate ad spending effectively.

With GA4, you can access a wealth of data, including real-time user interactions, conversion tracking, and detailed audience segmentation. By leveraging these insights and ensuring proper GA4 setup, you can tailor your ads to target the right audience, improve ad creatives, and ultimately increase ROI.

In the following chapters, we'll delve deeper into GA4, explore its features, and guide you through the various methods of setting up GA4 integration with Shopify. We'll also discuss your challenges and provide solutions to ensure seamless and accurate data tracking.

Let's begin our journey into Shopify GA4 integration and unlock the potential of data-driven ad optimization through proper setup!

Overview of Google Analytics 4 (GA4)

What is GA4?

Google Analytics 4, also known as GA4, is the new and default version of Google Analytics. It represents a significant update to the platform, introducing new features and capabilities designed to help businesses better understand user behavior, track key e-commerce events, and optimize marketing efforts.

GA4 Dashboard

GA4 was introduced as a response to the evolving needs of businesses in the digital age. It offers a more holistic view of the customer journey, integrating data from multiple touchpoints, including websites and mobile apps. With GA4, businesses can access real-time insights, advanced audience segmentation, and powerful automation features.

Key Features and Benefits for E-Commerce

GA4 brings several key features and benefits that are particularly valuable for e-commerce businesses:

  1. Event Tracking: GA4 allows for more flexible and detailed event tracking, enabling businesses to measure interactions such as "add to cart," "view item list," "purchase item," and more. Custom events can also be defined to track specific actions unique to the business.

  2. Enhanced Reporting: GA4 provides comprehensive and customizable reports that offer valuable insights into user behavior, conversion paths, and marketing campaign performance. These reports help businesses identify trends, opportunities, and areas for improvement.

GA4 Detailed Dashboard

  1. Audience Segmentation: GA4 enables businesses to create and analyze audience segments based on various criteria, such as demographics, behavior, and interests. This allows for more targeted marketing and personalized experiences.

  2. Predictive Analytics: GA4 uses machine learning to provide predictive analytics, helping businesses forecast customer behavior and identify potential growth opportunities.

  3. Cross-Platform Tracking: GA4 allows seamless tracking across websites and mobile apps, providing a unified view of the customer journey across different devices and platforms.

While GA4 brings exciting new possibilities, it also comes with challenges for Shopify merchants looking to integrate GA4 with their online stores. In the next chapter, we'll delve into setting up GA4 integration with Shopify, discuss various integration methods, and address the challenges and limitations merchants may encounter.

Setting Up GA4 Integration with Shopify

Let's continue our journey into Shopify GA4 integration and explore how to set up GA4 to unlock its full potential for your e-commerce business!

Shopify GA4 Setup Methods

We will try to cover all possible Shopify GA4 setup methods so that you can make your own mind.

Manual Integration with GA4 Kit

For merchants who prefer a hands-on approach, GA4 can be integrated manually using the GA4 Kit, an open-source solution developed by the Analyzify team for the Shopify community. The GA4 Kit provides data layers, a Google Tag Manager container, and other resources to facilitate GA4 integration. It has already been used by over 10,000 merchants. This method requires technical knowledge and careful implementation to ensure accurate tracking of e-commerce events.

It includes data layers, pre-built and ready-to-go GTM container and in-depth tutorials. Visit the following link to get most up-to-date information: GA4 Setup on Shopify

You can also follow the step-by-step tutorial through the following video:

Shopify GA4 Apps

To simplify the integration process, there are various Shopify GA4 Apps available, each with its own set of features and benefits. Merchants are encouraged to explore different options to find the app that best meets their needs.

Analyzify Shopify GA4 App

One standout app is Analyzify, which offers comprehensive GA4 integration with Shopify. Analyzify has received nearly 200 positive reviews with a 5.0 average score on the Shopify App Store. Merchants love Analyzify not only because of its perfect software but also because of its great support. The Analyzify team doesn't only provide support for their own software but also goes above and beyond to help merchants with Google Ads, Google Analytics, Google Tag Manager, data layers, and many other specific problems.

Pros of Analyzify:

  • Professional support
  • In-depth data tracking and reporting
  • Professional implementation support
  • GA4 education resources
  • Google Ads integration
  • High review count and positive feedback \

Cons of Analyzify:

  • Cost (paid solution)
  • Using an extra software

Shopify's Native GA4 Integration

In March 2023, Shopify introduced native GA4 integration through the Google Sales Channel. While this integration simplifies the setup process, it has limitations and does not cover all important e-commerce events.

Pros of Native Integration:

  • Free to use
  • Easy to integrate
  • No additional software required

Cons of Native Integration:

  • Missing some major events and parameters
  • No customization opportunity
  • No data layers
  • No professional support
  • Reported inaccuracy for some events

Making the Right GA4 Integration Choice for Your Shopify Store

Ultimately, the choice between manual integration with GA4 Kit, Shopify GA4 Apps, and native integration depends on your business needs and technical expertise. Professional support, customization, and accurate data collection are key considerations when selecting a GA4 integration method.

In the next chapter, we'll discuss how to leverage GA4 reports to optimize user experience and ad ROI, and how tools like Analyzify can simplify reporting and provide valuable insights.

Let's continue our journey into the world of Shopify GA4 integration and explore how to make the most of GA4's powerful analytics capabilities!

GA4 Ecommerce Reports for Shopify Merchants

GA4 reports provide a wealth of data that can be used to make strategic decisions for your e-commerce business. By analyzing these reports, you can gain insights into your audience demographics, product performance, purchase behavior, revenue sources, user retention, and technological preferences.

The key to success is using this data to inform your marketing and advertising efforts, optimize user experience, and drive revenue growth.

GA4 ecommerce monetization dashboard

As a Shopify merchant, you have the opportunity to leverage GA4's powerful analytics capabilities to better understand your customers and optimize your business. By setting up GA4 integration properly and utilizing the available reports, you can gain a competitive edge in the e-commerce landscape and achieve your business goals.

Constantly analyzing your store's data is essential to making informed decisions and optimizing your marketing efforts. Google Analytics 4 (GA4) offers a suite of important and useful reports for e-commerce stores, providing insights that can help answer critical questions about your business.

GA4 Shopify Products Dashboard

In this section, we'll take a closer look at some of the most significant Google Analytics 4 e-commerce reports and how they can provide valuable insights to Shopify merchants.

GA4 Demographics: Understanding Your Audience

The GA4 Demographics report provides insights into your customers' country, region, city, language, age, and gender. Understanding the demographics of your audience is key to engaging with the most important segments effectively.

GA4 Demographics Dashboard

Key Questions Answered:

  • Who are my website visitors?
  • What are their age, gender, and interests?

Strategic Decisions:

  • Compare your audience demographics with your target audience for advertising.
  • Tailor your marketing efforts to engage the most important audience segments.

GA4 E-commerce Product Performance: Evaluating Product Success

The GA4 E-commerce Product Performance report offers detailed information about how your products are performing, including sales, revenue, and cart addition rate.

Key Questions Answered:

  • How are my products performing?
  • Which products/categories are most popular or underperforming?
  • Which products should I consider adjusting the price for?

Strategic Decisions:

  • Analyze product performance metrics and make changes to product mix and pricing strategy.
  • Identify opportunities to promote popular products and address underperforming ones.

GA4 E-commerce Purchases: Tracking Transactions and Behavior

The GA4 E-commerce Purchases report tracks e-commerce transactions, including add-to-carts, purchase-to-view rate, items purchased, purchase revenue, and session conversion rate.

Key Questions Answered:

  • What is the purchase behavior of my customers?
  • Which products are my customers buying, and how often?

Strategic Decisions:

  • Understand customer purchase behavior and adjust e-commerce strategy accordingly.
  • Identify patterns in customer behavior to inform marketing and promotional efforts.

GA4 Monetization: Analyzing Revenue Sources

The GA4 Monetization report shows revenue from e-commerce, subscription, and ad sources, helping you understand what is driving revenue for your brand.

GA4 Traffic resources

Key Questions Answered:

  • How much revenue do I get from my website?
  • Which products or sources generate the most revenue?

Strategic Decisions:

  • Optimize monetization strategy based on revenue sources and performance.
  • Evaluate ad campaigns and adjust marketing efforts to maximize revenue.

GA4 Retention: Measuring User Engagement Over Time

The GA4 Retention report tracks user behavior and engagement over time, providing data on the number of users who return to your website or app after their initial visit.

GA4 retention

Key Questions Answered:

  • How many users are returning after their first visit?
  • How often do customers return, and how long do they stay on the pages?

Strategic Decisions:

  • Identify areas for improvement in customer experience to increase user engagement and retention.
  • Evaluate the effectiveness of user acquisition strategies and adjust as needed.

GA4 Tech Overview: Assessing Technological Preferences

The GA4 Tech Overview report provides insights into your audience's technological preferences, including browser, device type, operating system, and more. It also shows engagement sessions and engagement rate.

GA4 Tech Overview

Key Questions Answered:

  • Is my website user-friendly across different platforms and devices?
  • What are the operating systems, browsers, and device categories used by my visitors?

Strategic Decisions:

  • Improve website performance and compatibility across different browsers and devices.
  • Address

technical issues that may be impacting user engagement and conversion rates.

Simplified Reporting Interface and Educational Resources

Tools like Analyzify simplify the reporting process by providing a user-friendly interface that displays the most important GA4 and Google Ads reports in one screen. Analyzify also offers educational videos to help you learn how to use GA4 and Google Ads reports to better understand user behavior and optimize your ads.

Setting Up GA4 Property

If you don't have a GA4 property, you can follow the steps below and set it up.

For the new accounts:

You will see Google Analytics 4 as a default option if you want to create an account now. However, there is an Advanced Setting that allows you to create both GA4 and Universal Analytics. Go to the "Create Google Analytics Account" screen and find the "Advanced" setting - kindly check the GIF below:
Creating Google Analytics 4 and UA accounts together

For the existing accounts:

Upgrade your current account. It won't make you lose any data, don't worry about it. It is actually not "an upgrade"; it will just create a new GA4 account attached to your existing UA account.
Upgrading your current account
After you do this, you will find your new GA4 account; under your properties at the top menu.

Get the GA4 Global Tag

As you have the account now, it is time to get the new global tag and insert it into your Shopify store.
Find your new GA account in your Google Analytics, and then > Click Admin > Data Streams > Click the Tag > And then find Global Tag and copy the full code
Copy GA4 Global Tag

Technical Overview of Shopify GA4 Integration

In this section, we'll provide a technical overview of Shopify GA4 integration, covering key components such as data layers, GA4 e-commerce tracking, and GA4 events. Understanding these technical aspects is essential for ensuring accurate data tracking and making the most of GA4's powerful analytics capabilities.

Data Layers

Data layers are a fundamental component of GA4 integration, serving as a structured way to pass information from your Shopify store to Google Analytics. Data layers act as an intermediary, allowing you to collect and organize data about user interactions, e-commerce events, and other important information. By defining and configuring data layers, you can customize the data you send to GA4 and gain deeper insights into user behavior.

GA4 E-commerce Tracking

GA4 e-commerce tracking enables you to monitor and analyze e-commerce activities on your Shopify store. With GA4 e-commerce tracking, you can track key metrics such as revenue, transactions, product performance, and conversion rates. GA4 provides a comprehensive view of the customer journey, from product discovery to purchase, helping you optimize the shopping experience and drive sales.

GA4 Events

GA4 events are user interactions or activities that you can track on your Shopify store. These events provide valuable information about how users engage with your website and products. Some of the main GA4 events relevant to e-commerce businesses include:

  • Purchase: Tracks completed transactions and captures details such as revenue, quantity, and product information.
  • Add to Cart: Monitors when users add products to their shopping carts, providing insights into product interest and potential sales.
  • View Item: Records when users view product detail pages, helping you understand product visibility and engagement.
  • Begin Checkout: Captures when users initiate the checkout process, allowing you to analyze checkout behavior and identify potential barriers to purchase.
  • View Item List: Tracks when users view a list of products, such as a category or collection page, providing insights into product discovery.
  • Select Item: Monitors when users select a product from a list, capturing user interactions with product listings.
  • Add Payment Info: Records when users enter payment information during the checkout process, helping you analyze payment behavior.

These events, along with other custom events you define, provide a wealth of data that you can use to analyze user behavior, optimize the shopping experience, and improve e-commerce performance.

Frequently Asked Questions

What is GA4, and how is it different from Universal Analytics (UA)?

GA4, or Google Analytics 4, is the latest version of Google Analytics. Unlike UA (Universal Analytics), GA4 offers event-based tracking, cross-platform tracking, improved AI-powered insights, and enhanced privacy features. GA4 does not have a dedicated "Enhanced E-commerce" section like UA but provides powerful e-commerce reports.

How do I set up GA4 integration with my Shopify store?

You can set up GA4 integration with your Shopify store using manual integration with GA4 Kit, a Shopify GA4 App like Analyzify, or Shopify's native GA4 integration. Each method has its own advantages and considerations, so choose the one that best fits your needs.

What are data layers in GA4?

Data layers are a structured way to pass information from your Shopify store to Google Analytics. They act as an intermediary for collecting and organizing data about user interactions and e-commerce events, allowing you to customize the data sent to GA4.

What are the key GA4 events I should track for my e-commerce store?

Key GA4 events for e-commerce stores include Purchase, Add to Cart, View Item, Begin Checkout, View Item List, Select Item, and Add Payment Info. These events provide insights into user behavior, product performance, and the customer journey.

Can I track customer demographics with GA4?

Yes, GA4 provides a Demographics report that offers insights into your customers' country, region, city, language, age, and gender. This information helps you understand your audience and tailor your marketing efforts.

How can I use GA4 reports to optimize my marketing campaigns?

GA4 reports provide data on user behavior, product performance, conversion rates, and more. By analyzing these reports, you can identify trends, optimize user experience, tailor your marketing campaigns, and improve advertising ROI.

Can I track revenue and transactions with GA4?

Yes, GA4 e-commerce tracking enables you to monitor revenue, transactions, product performance, and other key metrics. This information helps you evaluate sales performance and make informed business decisions.

Can GA4 help me improve user retention?

Yes, GA4's Retention report tracks user engagement over time, providing data on returning users and the duration of their engagement. By analyzing this report, you can identify areas for improvement in customer experience and increase user retention.

Is GA4 compatible with different devices and browsers?

GA4 is designed to be compatible with different devices (desktop, mobile, tablet) and browsers. The GA4 Tech Overview report provides insights into your audience's technological preferences, allowing you to optimize your website's performance across platforms.

Is GA4 integration with Shopify free?

Shopify's native GA4 integration is free, but third-party Shopify GA4 Apps like Analyzify may have associated costs. Manual integration with GA4 Kit is an open-source solution developed by the Analyzify team and is free to use.

What are the advantages of using Analyzify over Shopify's native GA4 integration?

Analyzify offers several advantages over Shopify's native GA4 integration, including:

  • Professional support: Analyzify provides dedicated support for their software and helps merchants with Google Ads, Google Analytics, Google Tag Manager, data layers, and more.
  • In-depth data: Analyzify offers super in-depth data tracking, including additional events and parameters not covered by the native integration.
  • Customization: Analyzify allows for customization and professional implementation support, catering to merchants' specific needs.
  • GA4 education: Analyzify offers educational resources to help merchants understand and utilize GA4 effectively.
  • Google Ads integration: Analyzify provides integration with Google Ads, including enhanced conversions through Google Tag Manager.

12. Are there any downsides to using Analyzify instead of Shopify's native GA4 integration?

While Analyzify offers many advantages, there are a few considerations to keep in mind:

  • Cost: Analyzify is a paid solution, whereas Shopify's native GA4 integration is free.
  • Additional software: Using Analyzify requires installing an additional app on your Shopify store.

It's important to weigh the pros and cons of each option and choose the one that best aligns with your business needs and goals.


In this guide, we explored the importance of proper GA4 integration with Shopify, the various setup methods available, and the challenges and considerations merchants may face. We highlighted the benefits of using GA4 for data tracking and reporting and discussed how tools like Analyzify can enhance the integration process.

  • Accurate and actionable data is essential for success in the competitive e-commerce landscape.
  • Google Analytics 4 (GA4) offers valuable insights through powerful reports on audience, product performance, purchase behavior, revenue sources, and user retention.
  • Proper setup of GA4 integration with your Shopify store is crucial for accurate data tracking.
  • Merchants can choose between manual integration with GA4 Kit, Shopify GA4 Apps (e.g., Analyzify), or Shopify's native GA4 integration.
  • GA4 reports empower merchants to:
    • Optimize marketing and advertising efforts.
    • Tailor campaigns to reach the right audience segments.
    • Evaluate product performance and uncover growth opportunities.
    • Enhance user experience and improve customer retention.
    • Maximize advertising ROI.
  • You can't optimize what you don't measure correctly—GA4 provides the tools to measure, analyze, and optimize with confidence.
  • Leveraging GA4's analytics capabilities can help merchants navigate challenges and achieve their business goals.

Thank you for joining us on this journey into the world of Shopify GA4 integration. We hope this guide has equipped you with the knowledge and resources you need to unlock the full potential of GA4 and drive success for your business.

Top comments (13)

ekuplu profile image
Erman Küplü

April 2022 Update.

We have created a completely new and enhanced solution:

Make sure to check it out to set up:

  • GTM
  • Data layers
  • GA4 e-commerce events on Shopify.
protekteknoloji profile image
PROTEK Teknoloji

Great app, will definitely try it. And thanks for the tutorial 👍

ekuplu profile image
Erman Küplü

Thank you! And let me know if you have any problems.

ekuplu profile image
Erman Küplü

April 2023 Update:
We have updated the guide and included Shopify's Native integration as a setup option. Additionally, we have added major GA4 ecommerce reports for Shopify merchants.

searchjayro profile image
Jay Ro


So is the technique implementable on Shopify Standard or I should have Shopify Plus for it?

ekuplu profile image
Erman Küplü

Hey! Sorry for the late reply. You don't need a Shopify Plus. And make sure to check out latest video and solution:

amkniss profile image

Thanks so much! Great article. W

ekuplu profile image
Erman Küplü

Thanks! Make sure to check our latest solution on setting up GA4 on Shopify including the product-level data and events.

ekuplu profile image
Erman Küplü

Thanks for your nice words. Checkout our Youtube Channel ( as well. A brand new Google Analytics 4 Course is on its way!

dengalich profile image
Den Galich

Erman! Thanks for the solution! Is it possible to push purchase items along with the purchase event?

ekuplu profile image
Erman Küplü

Hello, Den!

It is definitely possible. It is a little more complex and needs the product items to be added into the checkout dataLayer in this format

It is challenging because there will be multiple items and you will need to loop them in the checkout code.

In Analyzify, we are using global dataLayers, Google Tag Manager, and passing everything GTM. You can check out our product

Have you seen the course we just published - In that course, we are adding GA4 and everything through GTM with dataLayers. The products are still not included in the course but you can add new dataLayer elements and adjust yourself if you are a little familiar. Especially after watching the course.

I hope I could help!

omercan profile image
Omercan Celikler

Is it only working on the purchase event?

ekuplu profile image
Erman Küplü

Purchase + Page views.