GA4 on Shopify – How To Launch Google Analytics 4 in Minutes

In March, 2022, Google Analytics announced that they are sunsetting Universal Analytics properties in July 2023 and all Google Analytics users will need to use GA4.

Plus, all historical data in Universal Analytics will only be available for a limited time.

This means that if you want to have year over year comparison data in 2023 you will need to have GA4 tracking live by June 2022.

The good news is that GA4 is packed with features unavailable in UA:

1. No sampling for standard reports
2. The ability to change all reports from last-click to use first-click, data-driven, or other attribution models*
3. Customer funnel builder
4. Ability to customize your reporting interface and navigation
5. Ability to combine multiple data streams

*Here’s an example of the revenue attribution difference on a GA4 property (using data-driven attribution) vs Universal Analytics property (last-click).

Quite the change in attribution!

When it comes to tagging for GA4, the biggest change is the move to utilizing events (think event actions) and event parameters (think custom dimensions or unique event values).

For example “pageview” is now an event called page_view:

These are similar to custom events in the Universal Analytics you are familiar with, however they are an even bigger focus in GA4.

Within each custom event you can define:

1. Custom parameters (similar to custom dimensions) — think user type like guest or logged in
2. User parameters — think LTV, customer ID, etc.

This can help you unlock more insights in the new reporting like the funnel builder.

The best way to describe the new funnel builder is that it’s like Goals in the old GA, however it’s retroactive and completely customizable.

The image below is an example of a custom funnel that you can create that mimics the shopping behavior report.

Each of the steps can be anything you want.

Curious to understand the impact of your product videos?

You can create a funnel with session start => product view => video play => add to cart => purchase and break down by mobile vs desktop.

How To Publish GA4 on Shopify

Learn how to get a new Google Analytics 4 property setup and running for your Shopify store.

Watch this video OR follow the steps below to get started:

You’ll need to build out a fully functioning GA4 property that includes:

• Revenue data
• Source/medium attribution
• Product performance data
• User status (logged in, LTV, etc)
• Shopping funnels (add to carts, product views, etc)

Step 1: Create New GA4 Property in GA

Go to Google Analytics > Admin > Create New GA4 Property:

Then you’ll be asked to enter your site URL and enable the enhanced measurement streams.

These are all of the built in events that this property tracks by default. 

The last step is implementing the tracking code. Instead of the typical “UA-” you’ll notice the measurement ID starts with “G-”. 

Step 2: Create Tags in GTM

Inside of Elevar, you can download and import a container that has all of the following events pre-configured for you:

• Base Tag
• Pageview
• Login
• Sign up for account
• Collection view
• Collection view click
• Search results
• Product View
• Add to cart
• View cart
• Begin checkout
• Add shipping info
• Add payment info
• Purchase
• Subscribe

(Don’t have an Elevar account yet? No worries. Click here to create your Elevar account)

Once downloaded, go to your GTM web container > admin > import container.

Be sure you select merge – do not select overwrite on this import!

There is one variable you need to update in the user defined variables section:

Update the variable called *Update After Import* – GA4 ID with your measurement ID from step 1.

Click save.

Step 3: Customize GA4 Property Data in Event Tags (Optional)

If you are an advanced user and want to send custom dimension or user data with your hits (things like user status, page type, hit type, etc) then you can modify the tags that you just imported with this data.

After you import the container you will have a base set of tags that looks similar to this:

You can click into these and modify the user or custom properties on each.

Here is what we have set on the purchase tag by default (note the user properties):

Read an overview from Google on base GA4 properties – however you can customize to anything you’d like.

Step 4: QA GA4 Tags in Preview Mode

Now you’re ready to test!

Go ahead and put your web container into preview mode.

Then browse your website and verify the tag triggers across your major pages.

You can click into the tag to view more details through the new GTM preview mode.

Or can go to your real time report inside of GA to see the tag data:

If all looks good then you are ready to go live!

Step 5: Publish GTM Web Container

When you are ready to go live all you have to do is publish the containers.

There is no need to worry about any duplicate data having this run in parallel with your primary Universal Analytics property.

Have any questions on how to configure? Let me know in the comments!

And if you have time, listen to a podcast on the GA4 rollout:

• Shopify