When building an eCommerce storefront that will allow you to sell products or services, Shopify is among the best web development platforms available to you. Once you take a Shopify store online, it’s highly recommended that you integrate Google Analytics 4 (GA4) with your website for accurate tracking and data analysis. You’ll need to identify how your store is performing and what types of improvements need to be made.

Using Google Analytics 4 with your Shopify website isn’t that difficult. There are, however, various methods available to you, including everything from Google Tag Manager to GTAG. This guide provides you with a step-by-step overview of how to set up GA4 for Shopify.

Why Use Google Analytics 4 with Shopify?

Google Analytics 4 (GA4) is a tool that allows companies to measure engagement and traffic on their apps and websites. When you create a Shopify store, you can use GA4 to perform advanced eCommerce tracking. You’ll also benefit from improved data accuracy and better insights for decision-making purposes.

Google Analytics uses a flexible data model that’s based on specific events and metrics. It relies on machine learning technology to provide website owners with modeled insights and predictions that can help with eCommerce growth.

This tool is essential for understanding how visitors behave on your website. You can use the measurable results from GA4 to optimize sales funnels and boost conversions. The advantages associated with this version of Google Analytics include the following:

• Customer conversion tracking is possible with event-based data
• Easy to install and implement
• DebugView is available from GA4
• Enhanced measurement allows you to track pageviews for single-page apps
• With Universal Analytics, you can create conversion funnels
• GA4 can be integrated with Google AdSense

Methods for Integrating Google Analytics 4 with Shopify

From Google Tag Manager to apps like Analyzify, there are numerous methods you can use to integrate Google Analytics 4 with Shopify.

Option 1: Google Analytics 4 via Google Tag Manager

Google Tag Manager is a highly effective Google Analytics 4 Shopify connector. Google Tag Manager can be used to add various Google Analytics tracking codes to your Shopify website. It can also define rules for when tags should be fired and deploy snippets of code from Google Analytics. It’s a more flexible solution than other options.

To begin the process of adding Google Tag Manager to your website, you must first create your GTM account, after which you can add GTM codes to your Shopify storefront. Google Tag Manager allows you to add GA4 tags, triggers, and variables to your website to ensure that the right metrics are tracked when users browse your storefront and purchase items.

Option 2: Installing GA4 with GTAG

You can also install GA4 with GTAG, which is a simpler integration method that relies on the legacy approach of placing tracking codes directly on Shopify. Keep in mind, however, that this method isn’t perfect. If you install the GTAG code snippet, you can start loading tracking codes that relate to Google Ads and Google Analytics. However, you can’t implement other tracking codes.

If you wish to use a LinkedIn or Meta pixel, a developer will need to implement it for you. It’s a time-consuming and challenging process, which is why many website owners install Google Tag Manager instead.

Option 3: Using Shopify Google Analytics Apps

Even though the other options in this guide are effective, you may benefit from using apps like Analyzify if you want a simpler and less technical approach to setting up Google Analytics 4.

This all-in-one analytics app is designed specifically to be used by Shopify stores. It makes the process of adding GA4 to your storefront straightforward. Once you install the Analyzify app, you’ll receive automatic eCommerce tracking.

Step-by-Step Guide to Installing GA4 with Google Tag Manager

If you wish to install GA4 with Google Tag Manager, make sure you download the scripts for Customer Events from GitHub. When you navigate to the GitHub repository, you’ll gain access to three helpful scripts that allow you to track user interactions on the most important areas of your website.

To benefit from custom pixels and Customer Events, you’ll first be tasked with upgrading to Checkout Extensibility. Navigate to the “settings” section of your store. From here, click “Checkout”. You should have the ability to upgrade. The three scripts that are available through this repository must be inserted into different areas of your Shopify storefront. Follow the steps below to complete the installation process for each script.

Create and Add the ‘gtm-customer-events-storefront’ Script

First, you’ll need to create the ‘gtm-customer-events-storefront’ snippet, which can be done in the code editor on Shopify. This script identifies and measures all click events that occur on your storefront. The information is then sent to the custom pixel.

You can reach the “Snippets” section by navigating to the “Online Store”. From here, select “Themes” and “Edit Code”. Once you click “Snippet”, you’ll be able to create a new one and give it the name that’s shown above. Paste the script into the snippet.

Insert the ‘theme’ Script in the Head Section

The ‘theme’ script needs to be placed in the head section on your Shopify theme. Make sure you keep the code editor open. From here, look for the theme.liquid file. Place the contents of the script in the highest portion of the “Head” section. Once you paste the script, the customer events snippet will be added to your theme.

Install the Custom Pixel Script

To ensure that customer events are properly tracked, you’ll need to install the custom pixel script. This step allows you to install GTM on your Shopify store. Once the installation occurs, the tool will listen to customer events and send the info to the data layer.

Access your store’s “Settings” section. From here, navigate to “Customer Events” before clicking “Add Custom Pixel”. You can name the pixel something like “GTM Pixel”, after which you should open it. Click “Not Required” in the “Customer Privacy” area. You should also select “Data collection does not qualify as a data sale”.

Once you reach the “Code” section, add the custom pixel script. You may need to change some of the settings. For example, the GTM container ID placeholder should be replaced with the actual one. After you review all the settings, click the “Save and Connect” button.

Set Up the GA4 Tag in GTM and Configure Page View Tracking

To implement the GA4 tag in GTM, navigate to Google Tag from the Google Tag Manager setting. You can view it under “Tag Configuration” and “Google Analytics”. You should see the Tag ID field. Place the GA4 measurement ID in this field. It’s also a good idea to set the change the “send_page_view” parameter to false.

Make sure you create three Data Layer variables, which include page_location, page_referrer, and page_title. Once you create an Event Settings Variable, you’ll need to add it to the “Event Parameters” section of a new GA4 Event tag.

This setting change allows you to replace the damaged page location with a clean URL. When creating a Custom Event trigger, use page_view to make sure it reaches the data layer. Your GA4 Google tag should also be modified to include the Event Settings variable that comes with the clean page info.

Test the Setup Using GTM Preview Mode

You can test everything you’ve done by using the GTM preview mode. Once you publish a GTM container, open your storefront. Test the setup by using one of the many testing methods available to you.

For example, you can use DebugView to perform the necessary tests. You can also use the GTM preview mode. If you’ve configured everything properly, you should receive a network request in GA4 that comes with the ‘dl’ parameter.

Step-by-Step Guide to Installing GA4 with GTAG

If you wish to install GA4 with GTAG, navigate to “Settings” and “Checkout”. Look for “Order Status Page” and “Additional Scripts”. You’ll need to copy and paste the code. Before doing so, add a measurement ID. Use the Loves Data website to find the necessary info under the “Adding the Code” section. Paste it in full.

Make sure you save the changes and test your setup. You can use the Google Analytics Debugger to maintain proper event tracking. This is a Google Chrome browser extension. Once you install the extension, you can select it in your GA4 property.

Shopify Checkout Extensibility and Its Impact on GA4 Tracking

Shopify’s Checkout Extensibility feature is necessary for future-proof tracking. This is a suite of platform features that allows you to customize every facet of your store’s checkout section and functionality.

If you don’t have Shopify Plus, tracking checkout events is difficult. You can’t install code directly on checkout pages. In comparison, Shopify Plus allows you to install code on every store page.

Pros and Cons of Different GA4 Integration Methods

When you’re weighing the different GA4 integration methods, they all have their pros and cons. GTAG is simple to implement but only works with Google applications. If you want to input snippets from Meta or LinkedIn, a developer will need to do the work. While GTM is flexible and comprehensive, it’s not as easy to implement. If you don’t have much technical expertise, it’s a good idea to use third-party apps like Analyzify. Consider your storefront’s needs to find the tool that’s right for you.

Testing and Validating Your GA4 Setup

After you install Google Analytics 4 to your Shopify store, it’s important that you test it to ensure accurate data. For example, if you want to use DebugView, you’ll need to install Google Analytics Debugger, which is an extension. If you’ve installed GTM, use the GTM Preview mode. The “Preview” button should be located at the top-right corner of the GTM interface.

Conclusion

Integrating GA4 with your Shopify website allows you to track page views, bounce rates, conversion rates, and many other useful metrics. Google Analytics can help you identify the areas of your website that need to be improved. When selecting an integration method, choose one based on your needs and technical capabilities. As Shopify evolves, the use of apps and checkout extensibility will become increasingly important for advanced tracking.