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Mastering Google Analytics 4 for Shopify

Table of Contents

PART 1: Setting Up Google Analytics 4

The process of setting up Google Analytics 4 for Shopify involves several key stages, each of which is integral to the overall effectiveness of your data-tracking capability.

Step 1: Establishing a Google Account and Google Analytics Account

Before you can start to use Google Analytics, it’s mandatory to have a Google account. If you’re already using Google’s products like Gmail or Ads, you can employ the same account credentials to access Google Analytics. If not, you’ll need to set up a new Google account1. After successfully establishing your Google account, you can proceed to the creation of your Google Analytics account2.

Step 2: Generation of a Google Analytics 4 Property

The next step involves creating a Google Analytics 4 property3. This property is a unique identifier and is essential for integrating Google Analytics 4 with your Shopify store. During this process, you will also create a web data stream and take note of the Tag ID generated; this ID will be essential in the third step.

Step 3: Integration of Google Analytics 4 Tags

To introduce Google Analytics 4 tags to your Shopify store, perform the following actions:

  1. Access your Shopify admin interface and navigate to Online Store > Preferences.
  2. Locate the Google Analytics section and select Manage Pixel.
  3. Choose Connect your Google account.
  4. Pick the Tag ID for the GA4 property you wish to integrate with your Shopify store.
  5. Select Connect your Google Analytics 4 property4.

Once completed, Google Analytics 4 will begin to automatically record specific eCommerce events on your store.

Step 4: Synchronize your Google Analytics Account with your Google Ads Account

By associating your Google Analytics with your Google Ads account, you can obtain valuable insights into customer activities in your store. These insights can facilitate effective conversion measurement and audience creation5.

PART 2: Monitoring Additional Google Analytics Events

Post-implementation of GA4 on your Shopify store, Google Analytics will automatically record certain eCommerce events6. However, you can choose to monitor additional activities by modifying your theme code to use the gtag.js API7.

Event nameEvent description
A customer searches for a product on your online store.A customer visited a page on your online store.
searchA customer added a product to the cart.
view_itemA customer viewed a product on your online store.
add_to_cartA customer added a product to cart.
begin_checkoutA customer started the checkout process.
add_payment_infoA customer successfully entered payment information.
purchaseA customer completed their checkout.

PART 3: Transitioning to Google Analytics 4

As Universal Analytics is being phased out in July 2023, Google is introducing Google Analytics 4 as the new standard for analytics tracking8. To transition to GA4, you’ll need to follow these instructions:

Step 1: Creating a GA4 Property

To initiate the transition to GA4, you must create a new Google Analytics 4 property9. You’ll also need to create a web data stream and record the Tag ID for the second step of the migration process.

Step 2: Integrating GA4 Tags into your Shopify Store

The process of integrating GA4 tags during the transition is similar to the one outlined in Step 3 of Part 1. Post-integration, you might need to migrate your audiences and conversion tracking from Universal Analytics to GA410.

Transferring Audiences to GA4

If your store utilized Universal Analytics audiences, you need to transfer these audiences to your new GA4 property11.

Transitioning Conversion Tracking to GA4

If you were tracking Google Ad conversions on your Shopify store through Universal Analytics, you’ll need to transfer the conversion tracking to GA412. Unlike Universal Analytics which used goals and eCommerce reports for tracking, GA4 employs events to track and measure conversions.

Universal Analytics will continue to gather data until July 2023, meaning there’s no immediate requirement to remove Universal Analytics information from your Shopify admin panel.


  1. Creating Google Account
  2. Creating Google Analytics Account
  3. Generating GA4 Property
  4. Integrating GA4 Property
  5. Synchronizing Google Ads and Analytics
  6. Automated Tracking of GA4 Events
  7. Monitoring Additional GA4 Events
  8. Transitioning to GA4
  9. Creating GA4 Property for Migration
  10. Integrating GA4 Tags for Migration
  11. Transferring Audiences to GA4
  12. Transitioning Conversion Tracking to GA4