This guide is all about how to implement Google Analytics(GA4) on Shopify. To setup GA4 on Shopify website we use Google Tag Manger(GTM) and Shopify data layer.

If you want to measure traffic on your Shopify website, the first thing is to create Google Analytics account for your website

If you have Google Account but you don't have GA4 property yet, because for example you are still using Universal Analytics property (former version of GA4) you have to create new GA4 property.

If you want to get the best out of Google Analytics 4 apply the following recommended GA4 settings and best practices.

Google Tag Manager is a tag management system that allows you to configure and implement tags on your website or mobile application.

GA4 Configuration tag is the first tag you should implement if you want to start tracking traffic on your Shopify website.

To be able to analyze in Google Analytics 4(GA4) traffic on your products pages and report for example which items are most popular you have to implement GA4 view_item_list event. Below, you will find instructions on how to do it using Google Tag Manager and data layer variables in Shopify.

To be able to analyze in Google Analytics 4(GA4) traffic on your pages and report for example when a user selects an item from the list you have to implement GA4 select_item event.

If you want to see purchases and revenue generated by your Shopify shop in your GA4 reports you have to implement GA4 purchase event. Here you have instruction how to do it using Google Tag Manager and data layer variables in Shopify. 

To be able to analyze in Google Analytics 4(GA4) traffic on your pages and report for example when a user views the cart you have to implement GA4 view_cart event. 

If you want to analyze the behavior of customers who have products in their cart, it makes sense to add the “remove_from_cart” event.

One of the event that demonstrates engagement on the ecommerce and worth to measuring, is login event. 

The data in GA 4 reports are collected from events related to users interaction with your websites and apps. To measure conversions, you have to use Analytics. You should select the events most important to your business and mark them as conversion events.

Google Consent Mode is a mechanism built in Google Tag Manager which is responsible for adjusting Google tags behavior to user consent settings. It will for example block data transfer to Google Analytics if cookie consent for analytics_storage will be not granted but will allow data transfer to Bigquery without user specific information

Search Console integration with Google Analytics 4 property will allow you to analyze organic search results related to your website – you can find out where your website is ranked in the search results, which queries lead to clicks and also how these clicks translate into user behavior.