It’s time for Shopify merchants and Google Analytics to get along. Are you ready to shift gears and have a proper Google Analytics setup, some advanced tutorials, or a couple of tips & tricks? Well, you have arrived at your destination!

This is your infinite guide to Shopify — Google Analytics integration.

As a globally trusted Google Analytics partner of Shopify merchants, we have executed over 600 data analytics setups within the last 10 months. Now, we’d like to share all that we have learned along the way.

We have been surprised to see over 95% of Shopify merchants have crucial mistakes related to the setup process. As a result, Google Analytics doesn’t function well - and you hate using it. You can defy the odds, though. Let’s just get started!

Important: We have covered everything and beyond on this page - feel free to jump into any section that matches your priorities, but don’t ignore any point made here. Just keep an eye on it and make sure you're on the right track.

Key Takeaways

Here are the key takeaways and best practices of Shopify - Google Analytics integration. Just take it as a summary as we are going to deep dive into each of them -and even further- in the next sections.

Use Shopify’s native integration for Universal Analytics(UA) integration. It’s not enough just to connect the accounts; there are 9 more important settings and adjustments you have to do. Follow along with the guide and make sure you take action accordingly.

Parallel tracking Universal Analytics (UA) and Google Analytics 4 (GA4) at the same time. Start using GA4 as early as possible. It won’t be possible to carry over your UA data into Shopify; so you are better off starting to collect data and use GA4.

You can set up GA4 on Shopify with one of the following methods:

  1. Analyzify GA4 Wizard - Our free tool & tutorial series for Shopify - GA4 integration.
  2. Shopify GA4 Integration through GTM - Our free video tutorial series on YouTube.
  3. Analyzify or another app - The apps will help you have more data within your GA4 integration.

Your Shopify data and Google Analytics data will most likely never be a 100% match. You should apply all recommended settings & actions to get the best possible accuracy rate.

Follow our “10-steps Shopify Analytics Excellence” checklist for the most ideal connection between Shopify Google and Google Analytics.

Apply advanced Google Analytics settings & features. Such as Referral Exclusions, UTMs on your links, Google Ads & Google Search Console & Analytics Connections, Conversion-Goal Tracking, Enhanced Ecommerce, Funnels, Checkout steps, Key Reports

Let’s get going now, shall we?!

Chapter 1

Setup Google Analytics on Shopify

Setup Google Analytics on Shopify

We have prepared step-by-step guides to let you set up Google Analytics for both UA and GA4 on Shopify.

Being prepared in February 2022, all the tutorials are up to date and they provide you with the most recent information and best practices.

As you know, Google Analytics 4 (aka GA4) is the new and default version of Google Analytics.

It might be confusing for Shopify merchants to make a decision on ‘Universal Analytics or GA4?’, but in fact, it’s really not. Here’s the best game plan for you:

Google recommends parallel tracking - and so do we: You should be using both versions at the same time. You can still have your current Analytics setup, and also benefit from Google Analytics 4 by doing so.

Are you worried that your existing Universal Analytics setup might end up in the trash? Well, you shouldn’t, because UA will be performing without any problems while you are setting up and using Google Analytics 4.

Setup Universal Analytics on Shopify

There are several methods to set up Universal Analytics (UA) on your Shopify store. While you can find all the details in our in-depth UA setup guide; we offer the following as a quick overview:

Standard Setup

Use Shopify’s native integration for the core Google Analytics setup and apply the advanced settings below.

Important: As GA4 is the default version of Google Analytics; the system doesn’t allow you to create new UA accounts with ease. Click here if you don’t have Universal Analytics property yet and follow our related guide.

While native integration is the best possible standard Universal Analytics setup option on Shopify, there are other setup methods as well.

Follow our step-by-step tutorial for the Universal Analytics Setup and Advanced Settings

Alternative Setup Method: Using an Analytics App on Shopify

Use Shopify’s native integration for the core Google Analytics setup and apply the advanced settings below.

On Shopify, there are a lot of apps that allow you to integrate Google Analytics. For non-Shopify Plus stores, though, we do not recommend using an app for Universal Analytics because the native integration works better due to checkout.liquid limitations

Analyzify can be a great solution for Google Tag Manager, Google Analytics 4, and Universal Analytics integration. However, we still recommend sticking to the UA native integration - even for Analyzify.

Google Tag Manager iconGoogle Tag Manager
Google Analytics 4 iconGoogle Analytics 4
Universal Analytics iconUniversal Analytics integration

Advanced UA Setup & Settings

Setup Enhanced e-commerce & Check out steps for an advanced reporting - follow our 10-Steps to Google Analytics guide at the bottom of this page.

Follow these important advanced settings:
  • Referral Exclusions: To prevent payment and checkout providers to be marked as referrals.
  • Cross-domain Tracking: If you are using multiple domains
  • UTM setup: For your Facebook, Pinterest, and other external traffic to have proper “Traffic Channels” reports
  • Organize and make your Universal Analytics better:
Content groupingContent grouping
User-ID reportingUser-ID reporting
Exclude internal IPsExclude internal IPs
Query parametersRemove query parameters
Google SignalsGoogle Signals

You can find the links to these related tutorials at the bottom of this page.

Shopify data analytics illustration

Setup Google Analytics 4 on Shopify

Shopify doesn’t offer native integration with Google Analytics 4 (GA4) as of now (January 2022). There are a couple of alternative setup methods (free and paid) and we are going to mention all of them.

Before we start with setup methods, once again - don’t get caught acting late in GA4 integration as you will eventually have to use it as the main reporting channel. Google heavily invests in GA4 and it already has too many new features that can be game-changing now or in the future.

Start using GA4 & collecting data immediately. Don’t forget that your existing Universal Analytics data and setup will be preserved - so don’t hesitate to take action.

1 Analyzify or another Shopify Analytics App

We strongly recommend using an app for Google Analytics 4 & Shopify integration because only this will allow you to get the full e-commerce features and reports up and running.

Analyzify empowers 700+ stores - and all Analyzify clients have been quite pleased with our integration, setup, and support. Analyzify setup includes advanced data layers, Google Tag Manager container, and 30+ integrations - not only Google Analytics 4.

2 Manual GA4 Setup through Google Tag Manager

Google Tag Manager(GTM) stands out as the best solution for data integrations. The apps primarily set up your Google Analytics 4 by using GTM. Yet, you can go ahead and execute the GA4 setup on your Shopify all by yourself, too!

We have created a complete YouTube course on how to set up GA4 on Shopify via Google Tag Manager. You can access 3 actionable lessons for free to get a first-hand experience through the links here. Through the following link, you can view our full course on Shopify & GTM & GA4 Integration (free).

3 Analyzify GA4 Wizard (Free Tool & Tutorial)

We are proud to announce that we have built a free tool that will help you set up & integrate Google Analytics 4 with e-commerce reporting into your Shopify store. You can get everything done very quickly - just in 10 minutes and 6 quite easy steps, without even using an app.

We have developed the Analyzify GA4 Wizard because we essentially believe that it’s extremely important for any Shopify user to benefit from GA4 - as suggested by Google

As Google strongly suggests using GA4 for its many benefits; we wanted to create an alternative option for the store owners that don’t want to pay for an app. This is why we have created Analyzify GA4 Wizard.

Click to Access Analyzify GA4 Wizard and Setup GA4 without any app

Simply follow the steps and get your powerful & efficient GA4 setup tool at zero cost. If there’s still anything boggling your mind, you can check out our insightful tutorials on YouTube.

Once your setup is complete, move to the next topic to validate your setup!

Which setup method should I choose?

If you like to learn Google Tag Manager and play around with the codes, you should go through our GTM course and set up yourself. However, you will be missing some e-commerce reports.

If you are spending good amount of marketing dollars and want to analyze in the best possible way, we definitely recommend using an app for a complete setup.

Chapter 2

Google Analytics Apps on Shopify

Google Analytics Apps on Shopify

Google Analytics apps are in high demand on the Shopify app store because GA is still the greatest reporting software on the market, and it gets better every year.

As a Shopify Merchant you would want to use Analytics apps to:

  • Set up Google Analytics on your store easily
  • Enhance your reports on Google Analytics
  • Do the advanced settings with ease
  • Not miss any important feature or report

Here are the top GA Apps from the Shopify app store:

Analyzify
$449/one-time-fee
5.0 overall rating 100+ reviews as of January 2022
Littledata
Starts at $99/month.
4.4 overall rating out of 60 reviews
Google Analytics Toolkit
Free to install and comes with a setup fee.
4.2 overall rating out of 42 reviews
Getelevar
Starts at $50/month.

You will also have to pay a setup and validation fee if you need advanced support.

4.7 overall rating out of 75 reviews

You can view a detailed breakdown of Shopify Analytics apps on this page.

Chapter 3

Discrepancy - Mismatch Between Shopify & Google Analytics

Data Discrepancy illustration

Some of the most common complaints that we hear from Shopify merchants are:

“Google Analytics doesn’t show all my sales” or “I see way less revenue in Google Analytics compared to Shopify”

and many other versions of the same problems follow. First of all, it wouldn’t be wise to expect a 100% match between Shopify and Google Analytics because this is simply against the nature of data analytics. There are many reasons behind that.

However, it’s possible for you to get the optimum outcomes. We will provide you with top potential problems and solutions when applicable.

Common Problems

There is never one single reason for the discrepancies - it’s always about many reasons combined. Don’t underestimate any of the following points and check your case & settings one by one.

Here are the most common reasons for the mismatch between Shopify Analytics and Google Analytics:

Wrong Google Analytics setup
Sometimes the problem is way easier than it seems. An extra code or a missing setting can cause discrepancies. Make sure to follow our setup guides and advanced settings to have the best possible setup first.

Ad blockers, VPNs, Special Browsers
Today, a significant portion of internet users have an active ad-blocking extension installed. Also, more and more people are using VPNs and private browsers which potentially cause issues in tracking.

User Consent (GDPR - CCPA)
We have been surprised to see how many Shopify merchants have a wrong GDPR setup. Tracking doesn’t work even if the user provides consent, in this case, and consequently it causes more harm than good.

Shopify Apps for Subscription & Upsell & Checkout
Another underestimated point. When you don’t use Shopify’s regular checkout flows; the tracking scripts don’t work correctly.

Some other commons problems are:

  1. iOS 14.5 & Safari ITP limitations
  2. Custom Page Builder Apps
  3. Having too many scripts on your thank-you page

Solutions

While it is not possible to reach 100% accuracy in the data analytics world, there are ways to make it better

  1. Execute a proper setup and double-check your setup with our setup & validation guides.

  2. Use Analyzify for your data analytics setup. Our setup and expert help will bring your setup into the best possible shape

  3. Have Server-Side tracking setup and get rid of the most disappointing problems by avoiding ad blockers, safari & similar issues.

  4. Stay away from custom checkout and page builder apps as much as possible.

Would you like to learn more on this topic?
Chapter 4

Key Google Analytics Reports for Shopify Merchants

Key Google Analytics Reports for Shopify Merchants

Everything is set, best practices are applied, apps are installed - now what’s next? How can you take advantage of Google Analytics in the best way possible? Which reports should you be looking at?

You can quickly view and import our top suggested Universal Analytics reports for e-commerce stores - especially for Shopify merchants.

View Our Favourite Google Analytics 4 Reports

Top E-commerce GA4 E-commerce Reports

We have deep dived into this topic in this article: Important e-commerce reports in Google Analytics 4(GA4) for Shopify Stores.

You will see the names, and screenshots of key GA4 reports for Shopify merchants and learn how you can make use of them.

Chapter 5

10 Steps to Google Analytics - Shopify Excellence

Google Analytics - Shopify Excellence illustration
Chapter 6

FAQ on Shopify - Google Analytics

FAQ on Shopify - Google Analytics

Google Analytics 4 (GA4) is the new and default version of Google Analytics. Even its first version has many features that weren't available in Universal Analytics (UA), and it will only get better with time.

On the other hand, GA4 misses some reports and features compared to UA. That's why you should use both of them.

Analyzify's core setup is based on GA4, hence we strongly recommend using GA4 with Analyzify so that you can take advantage of the new and default version of Google Analytics.

Google Analytics 4 (GA4) is the new and default version of Google Analytics, whereas Universal Analytics (UA) is the old version. We have a long-form content where you can read a detailed comparion between GA4 and UA.

There can be many reasons for this, so we advise you to check our in-depth guide for better understanding and solutions: Discrepancy Between Google Analytics & Shopify.

There can be multiple reasons for this. Your Universal Analytics should work properly if you are using the native integration. As for Google Analytics 4, there are several setup methods that we suggest.

Make sure to check our complete guide on the Shopify - Google Analytics Integration to learn about common mistakes and best practices for a seamlessly working Analytics.