Purpose #
This article explains how Shopstars configures and manages Google Analytics 4 (GA4) for Shopify stores. It covers account setup, event tracking, ecommerce configuration, verification, and ongoing maintenance. The goal is to ensure that GA4 provides accurate, reliable data for decision-making and reporting.
Why GA4 Matters #
GA4 is the standard analytics platform from Google, replacing Universal Analytics. It provides event-based tracking, cross-device attribution, and deeper integrations with Google Ads. For e-commerce, GA4 enables tracking of product views, add-to-carts, checkouts, and purchases. Correct setup is essential, as inaccurate data can lead to poor business and advertising decisions.
Account Setup #
Property Creation
- A new GA4 property is created under the client’s Google Analytics account.
- Data Streams are configured for web traffic. Shopify stores always use a Web Data Stream.
Tagging Method
Two tagging methods are supported:
- Native Shopify GA4 Integration: Uses Shopify’s Google channel app to push events directly. This is preferred when available, as it reduces duplication.
- Google Tag Manager (GTM): Used when advanced tracking or custom events are required. GTM allows greater flexibility but requires careful QA.
Ecommerce Event Tracking #
GA4 requires event configuration to capture ecommerce activity. Shopstars configures the following key events:
- view_item: triggered on product detail pages
- add_to_cart: triggered when a product is added to cart
- begin_checkout: triggered when the checkout process begins
- add_payment_info: triggered when payment details are entered
- purchase: triggered when an order is completed
Values such as product name, SKU, quantity, and revenue are passed dynamically from Shopify into GA4.
Custom Events #
In addition to ecommerce events, Shopstars configures custom events as required by the client. Examples include:
- Newsletter signups
- Contact form submissions
- Video views or scroll depth tracking Custom events are configured through GTM or inline tagging and documented in Basecamp for client review.
Verification #
Verification is mandatory before GA4 goes live. Shopstars performs the following steps:
- Enable DebugView in GA4 to confirm events are firing in real time.
- Complete test product views, add-to-cart, and checkout flows to confirm event data accuracy.
- Compare purchase values in GA4 against Shopify order data to validate revenue attribution.
- Review data in Google Ads (if linked) to confirm conversions are imported correctly.
Linking with Google Ads #
GA4 is linked with Google Ads to share conversion events and audiences. This allows Google Ads campaigns to optimize for ecommerce goals such as purchases. Attribution settings are aligned between GA4 and Google Ads for consistency.
Reporting #
GA4 reports are customized for e-commerce performance. Common reports include:
- Product performance by SKU or category
- Funnel reports (from view to purchase)
- User acquisition by source/medium
- Conversion paths showing multi-touch attribution
Custom Explorations are created when clients need deeper insights, such as lifetime value analysis or retention by cohort.
Ongoing Maintenance #
GA4 requires continuous monitoring. Shopstars reviews GA4 setups quarterly to confirm:
- Event schema matches Shopify updates
- No duplicate or missing events are occurring
- Attribution windows remain consistent with ad platforms
- Reports remain aligned with client KPIs
Any changes in Shopify (checkout extensibility, app updates) are tested to confirm GA4 compatibility.
Client Responsibilities #
Clients must provide Shopstars with access to their GA4 property as Admins. If Google Ads integration is required, access to the Ads account must also be granted. Clients should notify Shopstars before installing apps or modifying checkout code, as these can interfere with GA4 tracking.
Summary #
Shopstars configures GA4 through either Shopify’s native integration or GTM, ensures ecommerce and custom events are tracked, verifies accuracy with DebugView and Shopify data, and maintains reporting consistency over time. GA4 is then linked with Google Ads to optimize campaigns. This structured approach guarantees accurate analytics and reliable insights for business and advertising performance.
