Shopify GA4: The Only Guide You Need

Table of Contents

Last Updated: June 2024

Step into the future of e-commerce analytics with Shopify GA4. This guide is your essential companion to unlocking the full potential of Shopify’s integration with Google Analytics 4. Whether you’re a seasoned user or just starting, get ready to elevate your online business effortlessly. Welcome to the only guide you need for Shopify GA4.

Table of contents

What Functions Does the GA4 Channel App Serve?

The GA4 Channel App simplifies the connection between your Shopify site and GA4 account, effortlessly transmitting fundamental GA4 metrics like sessions, page views, and user counts for comprehensive data collection.

Moreover, it seamlessly integrates with essential GA4 eCommerce events, including:

  • view_item
  • add_to_cart
  • begin_checkout
  • add_payment_info
  • purchase

Notably, the app captures additional parameters for these events, enhancing data granularity:

  • ecomm_pagetype
  • ecomm_prodid
  • ecomm_totalvalue

These parameters augment the information associated with the eCommerce events mentioned earlier, providing a richer insight into user interactions on your Shopify site.

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Shopify GA4 Integration: Step-by-Step Process

 Let’s dive into the four essential steps for GA4 Shopify Integration

Step 1: Assess and Remove Existing Tracking Codes

Begin by evaluating your Shopify settings to identify any pre-existing tracking codes. This step is contingent on your site’s history and whether workarounds were previously employed before the introduction of the Shopify connector.

1. Check for Previous Codes

In your Shopify dashboard, navigate to ‘Online Store.’ If the GA4 connector is not in use, access the Shopify Admin area and click on ‘Settings‘ in the bottom left corner.

shopify ga4

2. Navigate to Checkout

Within the ‘Settings,’ proceed to ‘Checkout’ on the left-hand side.


3. Inspect Additional Snippets:

Scroll to the bottom and inspect the Additional Snippets area for any codes directed to your current GA4 account. Look out for additional codes related to applications like HotJar or Microsoft Clarity.

4. Consult with a Developer if Uncertain

If unsure about which codes to remove, seek guidance from a developer to ensure accuracy.

5. Copy and Paste for Backup

Before removal, copy and paste any identified code to a secure location, such as Visual Studio or a notepad, for easy retrieval if needed.

By systematically addressing any pre-existing codes, you lay the foundation for a clean slate, minimizing the risk of data discrepancies and ensuring accurate tracking moving forward.

Removing Code From Shopify Theme

Please make sure the removal of the existing tag from your Shopify theme, is a task that requires the expertise of a developer. The code you’re looking to eliminate will resemble the following:

<!– Google tag (gtag.js) –>

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag(){dataLayer.push(arguments);}

  gtag(‘js’, new Date());

  gtag(‘config’, ‘G-XXXXXXXXXX’);


This code snippet is responsible for Google tag management (gtag.js). The new Channel app will autonomously insert the tracking code in this section, rendering the manual code unnecessary. Rely on a developer to execute this task seamlessly.

Step 2: Configure the Google Channel App

With your Shopify dashboard now streamlined, proceed to set up the Google Channel App for seamless integration.

1. Access Preferences in Shopify

Return to your Shopify dashboard, click on ‘Online Store,’ and then select ‘Preferences.’

2. Locate Google Analytics Section

Within Preferences, locate the Google Analytics section highlighted in a yellow box.

shopify ga4

3. Adding the Google Channel App for Sales Channel Integration.

Tap on the Google Channel app within this section.

You’ll be directed to a setup screen with a prominent green button labeled ‘Add Sales Channel.‘ Hit here to commence the setup process.


4. Connect Your Account

Follow the prompts to connect your account. Click Connect to proceed.

Choose the Google Account with the highest level of access to your GA4 account.

shopify ga4

5. Choose GA4 Property & Finalize Connection

Select the appropriate GA4 property associated with your website.

Once connected, the setup is complete.

By configuring the Google Channel App through these steps, you establish a direct link between Shopify and GA4, paving the way for streamlined data integration and analytics.

Step 3: Verify Tracking Functionality

Now that everything is connected and settings are saved, it’s time to conduct thorough tests to ensure proper functionality.

1. Google Tag Manager (GTM)

If GTM is installed, enter Preview Mode to confirm that no events are double-counting. In case duplicates are detected, locate and eliminate any extra tracking code, seeking assistance from a developer if necessary.

Navigate to the shopping area, click on an item, and ensure that the view_item event appears in GTM Preview Mode. Confirm it’s only popping up once, indicating accurate tracking.


Optionally, if you have a test account, go through the entire purchase funnel to validate end-to-end tracking.

2. GA4 DebugView

In your GA4 account, click on the Admin icon at the bottom left, then access DebugView.

Confirm that events, especially the view_item event, are populating inside DebugView, validating successful tracking.

shopify ga4

Verify that parameters, as previously listed, populate in the parameters tab.

shopify ga4

3. Analytics Debugger

For sites without GTM, use the Analytics Debugger third-party tool for active debugging.

Add the plugin to your browser and utilize the Inspect tool (CTRL+SHIFT+I on Windows or CMD+SHIFT+I on Macs).

Locate the Analytics Debugger, or use the two right-facing arrows to select the plugin. Hit on the tool and hit the Start Debugging button.

After clicking debug, refresh the page and observe events popping up, confirming accurate tracking.

With these comprehensive tests across GTM, GA4 DebugView, and Analytics Debugger, you can be confident that your tracking setup is reliable and ready for deployment.

shopify ga4

Step 4: Allow 24-48 Hours for Data Processing

Be patient as GA4 may take some time to generate reports. Wait for 24-48 hours before checking for any newly collected data.

1. Check in the GA4 Account

Return to your GA4 account after the waiting period.

2. Navigate to Monetization Report

Access the Monetization report within your GA4 account.


3. Explore Available Reports

Within the Monetization report, explore a range of available reports.

4. Utilize Overview for General Insights

For a general overview of your eCommerce performance, check the Overview report. It provides insights into total revenue, purchases, top items, and more.

shopify ga4

5. Dive Deeper with E-commerce Purchases

Explore the E-commerce Purchases section for a more detailed view of your items and gain deeper insights into your e-commerce transactions.

By allowing sufficient time for data processing and following these steps, you’ll be well-equipped to analyze comprehensive reports in GA4, gaining valuable insights into your eCommerce performance.


Best Practices for GA4 on Shopify 

Enhancing GA4 Data Precision for Your Shopify Store

It involves adopting effective practices:

1. Establish Uniform Naming Conventions

Ensure precision and clarity in GA4 property setup by adhering to consistent naming conventions. This facilitates straightforward data interpretation.

2. Maintain Consistent Tracking Codes

Uphold the accuracy and freshness of your data by consistently using tracking codes. This is particularly crucial for monitoring customer journeys and evaluating your store’s success.

3. Regularly Check for Errors

Conduct routine checks on your GA4 data to identify and rectify errors. Ensuring precision and currency enhances overall data accuracy.

4. Validate Your Setup

Conduct thorough testing to confirm the correct setup of your GA4 property. This is especially vital for accurately tracking customer journeys and assessing product and service performance.

Strategies to harness GA4 for optimizing your Shopify store’s performance

    • Track User Journeys: Employ GA4 to trace customer paths, gaining valuable insights into user actions.
    • Evaluate Product and Service Performance: Gauge the effectiveness of your store’s offerings using GA4 analytics. Understand customer behaviors to identify flourishing and underperforming products and services.
    • Uncover Areas for Enhancement: Leverage GA4 insights to pinpoint improvement areas within your store. Identifying and addressing weaknesses ensures continuous optimization.

Common pitfalls to avoid in GA4 implementation on Shopify:

    • Enable Enhanced E-commerce: Ensure the activation of Enhanced E-commerce to glean comprehensive insights into user behavior and enhance overall store performance.
    • Create Separate GA4 Properties for Each Store: Establish distinct GA4 properties for individual Shopify stores to independently monitor and assess their performance.
    • Implement UTM Parameters: Utilize UTM parameters for precise monitoring of marketing campaign performance, enhancing your data’s accuracy.
    • Set Up Accurate Goals: Set clear goals for accurate GA4 data. Avoid common mistakes for timely insights, ensuring informed performance tracking and growth.

Drawbacks of the GA4 Connector App

While the GA4 Connector App simplifies implementation and configuration, it has limitations in tracking some essential events for eCommerce websites. The app lacks support for key events such as:

  • refund
  • remove_from_cart
  • view_cart
  • view_promotion
  • add_to_wishlist

Unfortunately, these events are not included in the Connector App’s current offerings. Although there’s potential for changes in future updates, users are currently restricted to the app’s existing capabilities. To address this limitation and incorporate these events, users may need to explore third-party apps or undertake custom configurations, potentially involving the assistance of a developer.

Final Words

In concluding this guide, you’ve gained the essential insights to navigate and maximize Shopify GA4 for your online store. From setup to strategic optimization, this concise resource empowers you to harness the full potential of GA4 analytics. Stay agile in the ever-evolving digital landscape, with the knowledge to enhance data accuracy and drive informed decisions.

With Shopify GA4 as your ally, elevate your eCommerce analytics journey confidently.



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