Does Shopify Support Google Analytics 4? A Comprehensive Guide

Table of Contents

  1. Introduction
  2. New Features in Google Analytics 4
  3. Does Shopify Support Google Analytics 4?
  4. Migrating from Universal Analytics to GA4 on Shopify
  5. Implementing GA4 on Shopify: Step-by-Step Guide
  6. FAQs


Imagine navigating the digital sphere, in constant pursuit of amplifying your online store's performance, when you stumble upon a crossroads: the evolving landscape of Google Analytics. With the announcement of Google Analytics 4 (GA4) replacing Universal Analytics (UA), a wave of questions floods in. Foremost among these queries is, "Does Shopify support Google Analytics 4?" This question isn’t just a fleeting wonder; it’s pivotal for the success of ecommerce ventures that rely on data-driven insights for growth.

The move to Google Analytics 4 marks a significant shift in how data is collected, analyzed, and utilized to inform business decisions. It introduces a more integrated approach to understanding user behavior across platforms, a necessity in today’s fragmented digital ecosystem. This article delves deep into what GA4 means for Shopify store owners, the transition from Universal Analytics to GA4, and how to leverage this shift to your advantage. Perfect for businesses aiming to stay ahead, this guide provides insights into integrating, migrating, and making the most out of GA4 on Shopify.

Join us as we navigate through the nuances of Google Analytics 4, from its new features and functionalities to its implementation on Shopify. Whether you’re a seasoned ecommerce expert or just starting, understanding GA4’s role in enhancing your online store’s performance is crucial. Let’s embark on this journey together, uncovering how to seamlessly integrate GA4 with Shopify for superior data analytics and strategic insights.

New Features in Google Analytics 4

Google Analytics 4 sets a new precedent in the analytics arena by focusing on privacy, cross-platform tracking, and predictive insights. Unlike its predecessor, GA4 does away with the session-based data model and instead employs an event-based data model. Every interaction on your website becomes an event, offering a more granular view of user behavior.

One of the standout features of GA4 is its ability to track users across websites and applications, providing a more holistic view of the customer journey. Additionally, with the phasing out of third-party cookies, GA4’s implementation of machine learning models to fill in data gaps proves invaluable for marketers seeking to understand their audience in a cookie-less world.

Does Shopify Support Google Analytics 4?

The short answer is yes, Shopify does support Google Analytics 4. As the digital world braces for the sunset of Universal Analytics in July 2023, Shopify has made strides to ensure compatibility with GA4. However, transitioning to GA4 isn’t merely about maintaining the status quo; it’s an opportunity to harness advanced analytics for in-depth insights and improved performance tracking.

Shopify’s support for GA4 extends beyond mere compatibility. It allows store owners to leverage GA4’s full suite of features, including enhanced ecommerce tracking, cross-platform data analysis, and predictive insights. This adaptability ensures that Shopify merchants can stay ahead in the analytics game, turning vast streams of data into actionable strategies.

Migrating from Universal Analytics to GA4 on Shopify

The migration process from Universal Analytics to Google Analytics 4 is a critical step for Shopify store owners. This process involves several key steps:

  1. Create or Move to a GA4 Property: The first step in migrating to GA4 is to create a new GA4 property or migrate an existing UA property to GA4 within your Google Analytics account.

  2. Implement GA4 Tags on Your Shopify Store: Once your GA4 property is set up, the next crucial step involves adding GA4 tags to your Shopify store. This enables the collection of ecommerce data and tracking of specific events, leveraging Shopify’s integration with the Google & YouTube channel.

  3. Migrate Audiences and Conversion Tracking: With your GA4 tags in place, the focus shifts to migrating audiences from UA to GA4, ensuring you can identify and engage your target segments effectively. Additionally, conversion tracking in GA4 uses events instead of goals, necessitating a shift in how conversions are tracked and analyzed.

  4. Link GA4 with Google Ads for Enhanced Analysis: For those using Google Ads, linking your GA4 property is essential for a seamless flow of data and insights, enhancing your advertising strategy’s effectiveness.

Implementing GA4 on Shopify: Step-by-Step Guide

Setting up GA4 on Shopify is straightforward, thanks to Shopify's user-friendly interface and comprehensive support for GA4. Here’s how to do it:

  1. Create a GA4 Property: If you haven’t already, create a GA4 property in your Google Analytics account. This is where all your data will reside.

  2. Install the GA4 Tags on Shopify: Use Shopify’s Google & YouTube channel to install your GA4 tags. This step is pivotal for tracking ecommerce events and understanding user behavior on your site.

  3. Adjust Your GA4 Settings for Ecommerce Tracking: Make sure to enable ecommerce tracking in GA4 settings. This allows for detailed tracking of transactions, product views, and other key ecommerce events.

  4. Check and Debug: Use Google’s Tag Assistant or similar tools to verify that your GA4 implementation is capturing data as intended. Debug any issues that arise to ensure accurate data collection.


Q: Can I run Universal Analytics and GA4 in parallel on Shopify? A: Yes, you can operate both Universal Analytics and GA4 simultaneously on Shopify. This dual setup allows you to transition smoothly to GA4 while maintaining continuity in your data analysis.

Q: What happens to my historical data in Universal Analytics once I switch to GA4? A: Your historical data in Universal Analytics remains accessible even after migrating to GA4. However, it’s important to note that GA4 starts collecting data afresh post-migration, so consider running both platforms concurrently for a period.

Q: How does GA4 handle privacy and user data? A: GA4 places a strong emphasis on privacy, with features designed to comply with regulations like GDPR and CCPA. It offers more control over data collection and anonymization, helping you balance insight gathering with user privacy.

Q: Is it necessary to hire a Shopify Partner or developer for migrating to GA4? A: While the basic setup of GA4 on Shopify can be managed without technical expertise, more complex customizations or integrations may require professional assistance. Consider your comfort level and the complexity of your setup when deciding.

Q: Can GA4 track customer journeys across different devices and platforms? A: Yes, one of the key strengths of GA4 is its ability to track users across various devices and platforms, offering a unified view of customer journeys. This cross-platform tracking capability is invaluable for understanding and engaging your audience effectively.

In summary, the transition to Google Analytics 4 offers Shopify store owners an opportunity to tap into advanced analytics for deeper insights and superior data-driven decision-making. By embracing GA4, businesses can navigate the evolving digital landscape with confidence, leveraging the wealth of data at their disposal for strategic advantage.