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Shopify's Latest Release: GA4 Native Integration for Ecommerce Websites.

If you have an Ecommerce website on Shopify, you'll need to transition to Google Analytics 4 (GA4) before July 2023, when Google will sunset Universal Analytics. The good news is that Shopify has released a native integration for GA4 via the Google sales channel app. In this article, we will provide you with a step-by-step guide on how to set up GA4 via Shopify and also list the pros and cons of this new feature.

7 Easy Steps to Set up GA4 via Shopify

Setting up GA4 via Shopify is a quick and easy process. Here are the 7 steps to follow:

1. Create a GA4 property in your Google Analytics account.

2. Copy the GA4 Measurement ID under Property > Data Streams in your GA4 property.

3. In your Shopify admin, go to Online store > Preferences.

4. In the Google Analytics section, click on "Manage pixel here."

5. If you haven't installed the Google Channel, you will be prompted to do so. The Shopify Native GA4 integration won't work without the Google Channel.

6. Connect your Google Account and choose the correct GA4 Account from the dropdown, then click "Connect."

7. Once set up, your GA4 info will appear in the Google Analytics section of your Shopify admin.

Important note: Please note that if you have set up Ecommerce tracking using custom scripts in the past, it is important to remove any custom scripts and update, pause, or remove any GTM tags for GA4 configuration and Ecommerce events to prevent duplicate data collection.

Pros and Cons of Shopify's GA4 Native Integration for Ecommerce

While Shopify's GA4 native integration is a great way to transition to Google Analytics 4, it has its pros and cons. Here are some of the key events that the integration successfully tracks, along with some events that are missing:


  • Tracks the following events: page_view, search, view_item, add_to_cart, begin_checkout, add_payment_info, purchase

  • Easy to set up using the Google sales channel app

  • Enables you to track Ecommerce events in GA4 and view customer behavior and checkout funnel performance


Missing some key Ecommerce events, such as view_item_list (Category page view), select_item, add_to_wishlist, view_cart, add_shipping_info, and add_payment_info. These missing events prevent you from getting a complete view of your user behavior and analysing the full customer journey and checkout funnel performance. However, our team of experts can help resolve these issues by implementing custom event tracking and data layer updates.

With our digital marketing expertise, you can gain a complete view of your user behavior and analyse the full customer journey and checkout funnel performance. Don't let missing events hold back your Ecommerce analytics - let us help you get the insights you need to grow your business.

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