🚨 IMPORTANT UPDATE: Google has replaced Universal Analytics with Google Analytics 4 (GA4) as the latest version. As a result, UA sections are no longer valid. You need to adopt Google Analytics 4, perform a smooth migration, and unlock the potential of GA4 e-commerce reports.
Google Analytics is the most powerful reporting tool for website behavior and performance marketing analysis.
We have prepared this playbook to help you achieve the most ideal Google Analytics setup on your Shopify store. We will also touch base on some of the common problems & their solutions. However, UA setup is no longer valid.
This playbook is focused on technical guidance. If you are interested in theoretical knowledge, you can check out our new complete guide on Shopify & GA4 integration:
Google Analytics 4 vs. Universal Analytics
Google Analytics 4 (aka. GA4) is the new and default version of Google Analytics.
You might be confused about the differences between Universal Analytics and Google Analytics 4, but there is no need to be. Here’s the game plan:
If you've been using both Universal Analytics and Google Analytics 4, it's time to take a crucial step. Swiftly migrate your data from UA to GA4 to ensure seamless and comprehensive analytics.
Analyzify offers you the best possible Shopify - GA4 integration in the market through Google Tag Manager. You can learn more about GA4 & UA at the following links:
Best Practices & Toolset
As a globally trusted analytics partner of Shopify merchants, we have completed over +1000 data analytics setups. Here is our recommended Shopify - Google Analytics 4 setup:
Google Analytics 4 Setup w/ Google App
Presently, you can set up GA4 on Shopify using the Google Sales Channel, also known as Native Shopify GA4 Integration.
However, it is crucial to be aware of potential downsides such as missing reports, values, events, and limited support. For in-depth information, refer to the related section in our GA4 guide .
Google Analytics 4 Setup (through GTM)
You can be rest assured since Analyzify’s data layers and GTM setup are used and loved by hundreds of merchants. Our initial setup includes the GA4 tracking on Shopify in addition to e-commerce tracking.
Universal Analytics - Shopify’s Native Integration
This method is no longer relevant.
Universal Analytics Setup (through GTM)
Due to Google's shutdown of Universal Analytics, this option has become outdated.
Google Analytics Apps in Shopify
There are many apps in the market that focus on the connection between Shopify & Google Analytics.
For non-Shopify Plus stores, we do not recommend using an app for Universal Analytics as the checkout tracking will be limited. However, Analyzify will still be a great choice for Google Analytics 4.
For Shopify Plus stores, Analyzify’s integration will again work great as there are no “checkout.liquid” file limitations.
We are proud to say that Analyzify is trusted and loved by hundreds of merchants - by virtue of our expert support team.
Common Mistakes
During the setups we have done, we have observed the following mistakes are most commonly done by Shopify merchants or their developers.
Improper Setup of Native Universal Analytics
The core setup includes a few important tips & tricks. Make sure to follow the interactive guides linked above to correctly set up & debug your UA in order to avoid most of these issues.
Not Using Parallel Tracking (GA4 + UA)
For a while, you should be using both versions at the same time. As we've mentioned above, you should now be using Google Analytics 4 only since Universal Analytics is no longer supported by Google.
Payment Providers in Referral Reports
If you are using Stripe, PayPal, Klarna payments, or any similar payment provider URLs on your Traffic Source > Referral reports - you should fix it immediately by following this guide.
Social Media Ads in Referral Reports
The traffic of your social media campaigns shouldn’t be in the Traffic Source > Referral reports. If you are seeing any titles with Facebook.com, Instagram.com, Pinterest.com, etc. in there, it means you haven’t set up your UTMs properly. We advise that you fix this immediately by following this guide .
Lack of Google Ads & Google Search Console Connection
Google tools should be connected with each other for the best possible results. Follow this guide to make sure your Google Analytics is connected both with Google Ads and Google Search Console.
Conflict Between Native Integrations & GTM Tags
You shouldn’t use the GTM tags together with the native integrations for the same tags. As an example, if you are using Universal Analytics’ native integration, Universal Analytics tags shouldn’t be active on GTM. The same goes for Facebook Pixel: If you are using the native integration, the FB Pixel Tags on GTM also shouldn’t be used.
Analyzify's GTM Container: UA & GA4
Analyzify offers a Shopify & Google Analytics 4 integration through Google Tag Manager. with advanced data layers, a comprehensive GTM Container, and setup & validation support.
Here are the tags & events that are involved:
GA4 Standard Tags
|
Tag Name |
Description |
|
All Pages |
Used for page tracking. It works on all pages. |
GA4 Ecommerce Tags
|
Tag Name |
Description |
|
View Item List |
Used for listed products. Works on category pages (collections and products), excluding custom pages. |
|
Select Item |
Fires when one of the listed products is clicked. |
|
View Item |
Fires when the product detail page is displayed. |
|
Add To Cart |
Fires when the add to cart button on the listing or product detail page is clicked. Third-party apps (Cart Drawer, Subscriptions) or theme customizations may affect this event behavior. |
|
Remove From Cart |
Fires when a product in the cart is removed from the cart. This event behavior may vary according to theme customizations. |
|
View Cart |
Fires when the cart page or the Cart Drawer (if supported) is displayed. |
|
Begin Checkout |
Fires when the Checkout button on the cart page or Cart Drawer (if supported) is clicked. |
|
Checkout Events |
Fires at the checkout payment detail step. Fires at the shipping detail step. Fires at the contact detail step. Fires when payment option changes. Fires at the review step. Fires when shipping option changes. |
|
Add Shipping Info |
Fires when shipping information is validated. |
|
Add Payment Info |
Fires when payment information is validated. |
|
Purchase |
Fires when the payment is successful. |
GA4 Other Tags
|
Search |
Fires when the visitor searches. |
|
User Register |
Fires when the user submits the sign-up form. |
|
User Login |
Fires when the user submits the login form. |
|
Contact Form |
Fires when the user submits the contact form. |
|
Newsletter |
Fires when the user submits the newsletter form. |
|
Error Logging |
Fires if there is a JavaScript error on the displayed page. |
UA Standard Tags
|
All Pages |
Used for page tracking. It works on all pages. |
UA Ecommerce Tags
|
View Item List |
Used for listed products. Works on category pages (collections and products), excluding custom pages. |
|
Select Item |
Fires when one of the listed products is clicked. |
|
View Item |
Fires when the product detail page is displayed. |
|
Add To Cart |
Fires when the add to cart button on the listing or product detail page is clicked. Third-party apps (Cart Drawer, Subscriptions) or theme customizations may affect this event behavior. |
|
Remove From Cart |
Fires when a product in the cart is removed from the cart. This event behavior may vary according to theme customizations. |
|
Checkout Events |
Fires at checkout steps. |
|
Checkout Options |
Fires at checkout steps. |
|
Purchase |
Fires when the payment is successful. |
UA Other Tags
|
Zero Result Searches |
Fires when the search does not return any results. |
Click Analyzify's GTM container page to learn coverage of various tag groups and events with user descriptions.
