Google Analytics and Shopify logos on blended orange and green background

How to Add Google Analytics 4 (GA4) to Your Shopify Store: A Guide

· 24 min read

Table of Contents


    Understanding how your visitors behave on your Shopify store is vital for its growth and success. Having a robust analytics tool such as Google Analytics 4 (GA4) can offer powerful insights and help you make data-driven decisions. As Shopify store owners, e-commerce entrepreneurs, or digital marketers, you want clear, actionable steps to implement GA4 on your Shopify Shop. Look no further; this guide is designed for you.

    This article will provide a comprehensive, step-by-step guide to help you add GA4 to your Shopify store. We'll not only explain how to set up GA4 on Shopify but also discuss how to leverage it for tracking your store's performance, conversions, and user behavior. Furthermore, we'll touch upon best practices to ensure that you get accurate data and better analysis.

    In the light of the phase-out of Universal Analytics by July 2023, transitioning to the event-based GA4 is increasingly critical. GA4 offers a flexible data model, employs machine learning for insights, and continues to provide data insights even with gaps. Additionally, GA4 is designed to adapt to a changing ecosystem, offering a significant leg-up over its predecessor.

    Setting up GA4 on Shopify involves creating a new GA4 property and connecting it with your Shopify store. Depending on your store setup or requirements, you may also need to consider using Google Tag Manager (GTM) for a more comprehensive tracking setup. We'll guide you through these processes and provide tips on best practices to ensure accurate data collection.

    Moreover, we'll also discuss the migration process if you're transitioning from Universal Analytics to GA4. Our guide will cover how to migrate audiences and conversion tracking, ensuring that you lose no crucial data in the process.

    Our guide is crafted with simplicity in mind, and we strive to make the process of adding GA4 to Shopify as straightforward and understandable as possible. No matter your technical expertise, by the end of this guide, you'll be confident in your ability to fully integrate GA4 with your Shopify store.

    Understanding Google Analytics 4 (GA4)

    Google Analytics 4 (GA4) is the latest version of Google's powerful analytics tool designed to offer flexible and advanced data tracking capabilities. Unlike its predecessor, Universal Analytics, GA4 utilizes an event-based data model, allowing you to track a much wider range of user interactions on your Shopify store.

    One of the most significant advantages of GA4 is its ability to provide unified user journeys across both websites and apps. This means you can gain a comprehensive understanding of your customers' behavior no matter where they engage with your brand. This unified view can help you develop more effective marketing strategies and improve your store's overall user experience.

    Moreover, GA4 leverages machine learning to provide valuable insights and predictive capabilities. For example, it can help identify potential high-value customers based on their behavior or estimate the likelihood of churn. Such predictive insights can be incredibly beneficial in informing your marketing efforts, allowing for better resource allocation and strategy planning.

    Importantly, GA4 is designed to adapt to a rapidly changing digital ecosystem. It doesn't solely rely on cookies for tracking user data, a significant advantage in times when third-party cookies are being phased out. Consequently, even with gaps in data due to restrictions on cookies or cross-device usage, GA4 can still provide meaningful insights.

    Additionally, setting up GA4 offers a seamless way to link your Google Ads account, enabling you to analyze customer activity better and measure conversions efficiently. This can enhance your marketing analysis and help you track the effectiveness of your paid ad campaigns.

    In a nutshell, Google Analytics 4 (GA4) offers an upgraded, more integrated approach to web analytics. It allows for richer, event-driven data collection, offers actionable insights through machine learning, and ensures that your Shopify store is better equipped to deal with the evolving digital landscape. The following sections will discuss how you can implement GA4 on your Shopify store and leverage it for in-depth tracking and analysis.

    Creating a GA4 Property: A Step-by-Step Guide

    Before you can start tracking your Shopify store with Google Analytics 4, the first step you need to take is creating a GA4 property. This property will serve as the home for your Shopify store's data within Google Analytics. Here's how to do it:

    Step 1: Open Your Google Analytics Account

    To get started, you'll need a Google Analytics account. If you already have an account because you use other Google products, like Gmail or YouTube, you can use the same account for Google Analytics.

    Step 2: Create a New GA4 Property

    Once you're logged into your Google Analytics account, navigate to the Admin section, located at the bottom left corner of your screen. In the Admin section, you will have three columns. In the middle column, titled 'Property', click on 'Create Property'.

    In the new window, fill out the 'Property Setup' form.

    Give your Property a name – this could be your store name or anything that makes sense to you. Choose your currency and time zone, then click on 'Next' to proceed to the 'About your business' section. Fill it out, and then click on 'Create'.

    Step 3: Set Up a Web Data Stream

    After creating your GA4 property, you'll have to set up a data stream. In the 'Property' column of the Admin section, click on 'Data Streams', then select 'Web'.

    Enter your website (Shopify store) URL and give your stream a name. You can use your store name for the stream name as well. Click on 'Create stream'. Note down the 'Measurement ID' (also known as Tag ID) that Google Analytics 4 provides. You will need this ID later when connecting GA4 to your Shopify store.

    At this point, you've successfully created a GA4 property and a web data stream for your Shopify store. The next steps will be about embedding this into your Shopify store, but we will cover that in the following sections.

    Creating a GA4 property is the first step towards understanding and leveraging the depth of analytics that GA4 has to offer for your Shopify store. Along with GA4's advanced tracking and machine learning capabilities, you'll have a powerful tool at your disposal for informed decision-making once your property and data stream are all set.

    Now that you've created your GA4 property, you're ready to add it to your Shopify store. In the next section, we'll guide you on how to connect this GA4 property with your Shopify store. With this, you will be able to access and analyze your Shopify store data within your newly created GA4 property.

    Integrating GA4 with Your Shopify Store

    The next phase in our journey of implementing GA4 is integrating it with your Shopify store. By following the steps below, you'll be able to link the GA4 property you created previously with your Shopify store, thereby paving the way for comprehensive analytics and data-driven insights.

    Step 1: Login to Shopify

    Firstly, start by logging into your Shopify dashboard. Navigate to the 'Online Store' option visible on the left-hand side menu and select 'Preferences'.

    Step 2: Install Google Analytics

    Once you're in the preferences page, scroll down until you reach the "Google Analytics" section. If you haven’t previously set up any form of Google Analytics on your Shopify store, you should see an option to 'Set up Google Analytics'. Click on this to proceed. However, if you had been using Universal Analytics or any older version, you would need to remove the existing Google Analytics code to avoid data discrepancy.

    Step 3: Enter Your GA4 Measurement ID

    In the provided field, you will have to enter your GA4 Measurement ID (the one that you noted down when setting up the web data stream in the GA4 property). The ID should look something like this: G-XXXXXXXXXX. After inserting the ID, click on 'Save' to confirm your changes.

    Step 4: Check Your Connection

    Following the above steps should integrate GA4 with your Shopify store. To verify the integration, you can visit your website in a new tab (ensure that you have the browser’s ad blocker disabled). Switch back to your GA4 dashboard and go to the 'Realtime' report in the left-hand side menu to check if it’s tracking your visit. If you see the active user count increase, you can confidently say that GA4 is actively tracking your Shopify store.

    Please note, the steps mentioned above integrate GA4 with your Shopify store and should start tracking basic data such as page views. However, Shopify’s native integration with Google Analytics does not automatically track all ecommerce events such as add to cart, product clicks or purchases. To track these ecommerce events, you may need to add additional code to your Shopify store or consider using Google Tag Manager (GTM).

    Setting up GTM requires a bit more technical expertise. Your GTM container code will need to be added to your Shopify store, and ecommerce events will need to be configured within GTM. This involves creating triggers and tags for each event you wish to track and then linking these to your GA4 property. This setup ensures a comprehensive tracking system capturing all necessary ecommerce events, helping you gain even deeper insights into customer behavior.

    By following these steps, you've integrated GA4 with your Shopify store, an important step in effectively leveraging the advanced analytics that GA4 has to offer.

    Remember, the effective use of GA4 lies not just in its installation and setup, but also in how effectively you track, collect, analyze, and interpret the data it provides. So, once you've executed these instructions, you're just getting started with GA4. The real game begins when you start delving into the analytics and insights it offers.

    Stay tuned, as we will guide you further on how to enhance this basic integration, including the setup of Google Tag Manager and how to track key ecommerce events to make the most of your GA4 implementation on Shopify.

    Leveraging Google Tag Manager for Enhanced Tracking

    Google Tag Manager (GTM) is a powerful, free tool that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code. This makes GTM a valuable ally for your GA4 implementation on Shopify.

    In the context of GA4, GTM comes in handy when you want to track specific ecommerce events like 'add to cart', 'product clicks', and 'purchases'. Shopify’s native GA4 integration does not automatically track all these ecommerce events, and thus employing GTM can ensure these key insights are not missed.

    Incorporating GTM involves two crucial aspects: Integrating GTM with your Shopify store and setting up GA4 within GTM. Here's the step-by-step process:

    Step 1: Create a Google Tag Manager Account

    Start by creating a Google Tag Manager account if you don’t have one yet. Visit the Google Tag Manager website and click on 'Start for free'. You can use the same Google account as your Google Analytics, or you can create a new one.

    Step 2: Create a New GTM Container

    After you have set up your GTM account, create a new container for your Shopify store. In your GTM account, click 'Create Container', name it after your Shopify store to easily identify it, and select 'Web' as the target platform. Click 'Create' to finalize the container.

    Step 3: Connect GTM with Shopify

    Once you have created a container, you will be presented with a GTM code that looks like 'GTM-XXXX'. Copy this code.

    Log in to your Shopify account, go to Online Store > Themes > Actions > Edit code. Look for the theme.liquid file, and paste the copied GTM code right after the opening <head> tag. Click Save.

    Step 4: Setting Up GA4 within GTM

    Now that you've integrated GTM with your Shopify store, the next step is setting up GA4 within GTM. To do this, you'll need to create 'tags' and 'triggers' for the specific events you want to track.

    In GTM, 'tags' are snippets of code or tracking pixels from third-party tools. In our case, we'll create a GA4 tag. 'Triggers', on the other hand, tell those tags when to fire. A 'trigger' could be a page view, a click, or any custom event you want to track.

    To create a new GA4 tag, navigate to your GTM container and click 'Tags' > 'New' > 'Tag Configuration' and select 'GA4 Configuration'. Paste your GA4 'Measurement ID' (or 'Tag ID') in the 'Measurement ID' field.

    Then, create a 'trigger' to tell the tag when to fire. For instance, if you want to track when a user adds an item to their cart, you will create a 'Trigger' for 'Add to cart' events.

    By following these steps, you would have successfully enhanced your GA4 tracking on Shopify using Google Tag Manager. Remember, though, that the real results can be seen only when you actively monitor and analyze your GA4 data. By effectively leveraging these insights, you'll be able to make strategic decisions designed to improve your store's performance and user experience.

    Migrating from Universal Analytics to GA4


    The future of digital analytics lies in GA4, and with Google's decision to phase out Universal Analytics by July 2023 (July 2024 for Google Analytics 360 customers), the time to transition is now. As mentioned earlier, GA4 has several advantageous features that make it a superior analytics tool. If you are currently using Universal Analytics for your Shopify store, transitioning to GA4 is an essential step to ensure uninterrupted service and take advantage of the improved features. Let's guide you through this migration process.

    Step 1: Create a GA4 Property

    The first step towards migration is creating a new GA4 property, parallel to your existing Universal Analytics property. This was discussed earlier in this guide. If you have already created a GA4 property for your Shopify store, you can skip this step.

    Step 2: Link Universal Analytics And GA4 Properties

    After creating a GA4 property, you can link your Universal Analytics and GA4 properties. This step enables easier data comparison between the two versions and assists in a smooth transition.

    In your Universal Analytics property, navigate to the 'Admin' section. Under the 'Property' column, click on 'GA4 Setup Assistant'. Click on 'I want to create a new GA4 property that is linked to this Universal Analytics property' and select 'Get Started'. Fill in the required details, and your Universal Analytics and GA4 properties should now be linked.

    Step 3: Consider Using a Google-Provided Setup Tool

    Google provides a setup tool within the GA4 Setup Assistant that helps in data collection. This tool is helpful if you want to continue collecting data through your Universal Analytics while simultaneously starting your GA4. To use this tool, in the GA4 Setup Assistant, click on 'Enable data collection using your existing tags' and follow the prompts.

    Step 4: Configure Events and Parameters

    GA4 allows for automatic tracking of certain recommended events without additional coding. However, if you wish to track additional or specific events, you might need to configure custom events and parameters. This step might require some technical expertise, but it enables more detailed tracking of user interactions on your Shopify store.

    Step 5: Migrating Audiences and Goals

    It's crucial to migrate your audiences and conversion goals from Universal Analytics to GA4. For audiences, you can utilize GA4’s 'Audiences' feature. Conversion goals in Universal Analytics equate to 'Conversions' in GA4. In your GA4 property, navigate to 'Conversions' through the left-hand menu and set up the conversions that align with your original UA goals.

    Step 6: Monitor Your Data

    After these steps, continue monitoring the data you receive in GA4 for completeness and accuracy. Also, keep an eye on new features and upgrades that Google continues to roll out for GA4.

    Remember, if you have Universal Analytics 360 account, it will continue to collect data until July 2024, so you have some time to familiarize yourself with GA4's interface and capabilities. However, the sooner you make the switch, the more time you have to adapt to the new system and make full use of its improved features.

    Switching from Universal Analytics to Google Analytics 4 is a proactive measure towards equipping your Shopify store with superior analytics capabilities. Once transitioned, GA4's advanced features will empower you with more detailed, comprehensive insights about your customers' behaviors, aiding your decision-making process. This migration is a crucial step in leveraging GA4 for your Shopify store, and with this guide, we hope you'll make the transition smoothly and efficiently.

    Best Practices for GA4 Integration with Shopify

    As you're embarking on your journey to integrate Google Analytics 4 (GA4) with Shopify, keep in mind that the true power of GA4 resides not just in its setup but in its application to make data-driven decisions. Here are some tried and tested best practices to ensure you get the most out of GA4 for your Shopify store:

    Ensure Clean, Accurate Data Collection

    When integrating GA4 with Shopify, ensure that your data collection is as clean and accurate as possible. This starts with having a clear naming convention for your GA4 property and data stream. Be descriptive and consistent when naming your properties and data streams to make data analysis simpler down the line.

    Embrace Tagging

    Tagging is a powerful feature of GA4 that allows you to track specific events and actions on your Shopify store. Implement tags for all essential actions to capture in-depth customer behavior. Moreover, if you decide to use Google Tag Manager, ensure that you add the GTM container code to your Shopify store. Then, within GTM, configure GA4 tags and create triggers for the events you wish to track.

    Integrate GA4 with Google Ads

    Link your GA4 property with your Google Ads account to unlock deeper insights and easier conversion tracking. This integration helps in tracking customer interactions with your ads, providing a clearer picture of your ad campaign performance.

    Remove Password Protection

    Remember, if your Shopify store is password-protected, GA4 won't be able to track events correctly. Make sure to remove password protection to enable seamless event tracking.

    Customize Data Layers for Ecommerce Events

    While GA4 does track some essential ecommerce events automatically, for comprehensive tracking, consider creating custom data layers. For instance, using Google Tag Manager, you can configure triggers for add-to-cart, product-click, and purchase events, enabling you to collect more granular data on user interactions.

    Test, Test, Test

    Once you've set up GA4 on your Shopify store, test your setup to ensure that it's working as expected. Use the 'Realtime' report in GA4 to verify tracking. This report will show real-time data of interactions on your store and is an excellent tool to ensure your setup is working correctly.

    Monitor & Analyze Your GA4 Data Regularly

    Set up regular monitoring of your GA4 data. Regular data analysis allows you to make adjustments to your strategy based on real-time data and gain insights continuously. Remember, GA4 isn't a set-and-forget tool. To squeeze the most value out of it, you should regularly review your data and adjust your strategies accordingly.

    Well-timed Shift from Universal Analytics to GA4

    Finally, if you're transitioning from Universal Analytics to GA4, a best practice is to run both versions concurrently for some time. This allows for easier data comparison, ensuring a smooth transition and data retention.

    By following these best practices for GA4 integration with Shopify, you can leverage the full power of GA4 and gain deep insights into your users' behaviors. This, in turn, will equip you to make more informed business decisions, improving your store's overall performance and user experience.


    In conclusion, integrating Google Analytics 4 (GA4) into your Shopify store provides an advanced, event-driven data collection system that captures detailed insights into user behaviors, and equips you to make data-driven business decisions. Be it setting up a new GA4 property, transitioning from Universal Analytics to GA4, or enhancing your tracking with Google Tag Manager, our comprehensive guide has covered it all.

    But remember, the true power of GA4 resides not just in its setup but in effectively applying the insights it provides to improve your Shopify store's performance and user experience. Stay consistent with your data analysis, and remember to regularly review and adjust your strategies based on your GA4 data.

    Are you ready to seize the power of GA4 for your Shopify store? Get started today, and embark on your journey to harnessing the full potential of GA4. GA4 is not just another analytics tool; it's your partner in growth, success, and in delivering the best experience to your customers.

    Richard Lawrence

    About Richard Lawrence

    Constantly looking to evolve and learn, I have have studied in areas as diverse as Philosophy, International Marketing and Data Science. I've been within the tech space, including SEO and development, since 2008.
    Copyright © 2024 evolvingDev. All rights reserved.