Playbook: Google Analytics & Shopify

The best practices and all our resources combined for your Google Analytics & Shopify integration.

Playbook: Google Analytics & Shopify

Google Analytics is the most powerful reporting tool for website behavior and performance marketing analysis.

We have prepared this playbook to help you achieve the most ideal Google Analytics setup on your Shopify store. We will also touch base on some of the common problems & their solutions.

This playbook is focused on technical guidance. If you are interested in theoretical knowledge, you can check the following guides first:

Google Analytics 4 vs. Universal Analytics

Google Analytics 4 (aka. GA4) is the new and default version of Google Analytics.

You might be confused about the differences between Universal Analytics and Google Analytics 4, but there is no need to be. Here’s the game plan:

Google recommends parallel tracking - and so do we. You should be using both versions at the same time. In this way, you will still have your current Analytics setup but also add Google Analytics 4 on top of it.

Analyzify offers you the best possible Shopify - GA4 integration in the market through Google Tag Manager. You can learn more about GA4 & UA at the following links:

Best Practices & Toolset

As a globally trusted analytics partner of Shopify merchants, we have completed over 500 data analytics setups within the last 10 months. Here is our recommended Shopify - Google Analytics setup:

  • Google Analytics 4 Setup (through GTM)

    For now, Shopify doesn’t have a native integration with Google Analytics 4. However, you can be rest assured since Analyzify’s data layers and GTM setup are used and loved by hundreds of merchants. Our initial setup includes the GA4 tracking on Shopify in addition to e-commerce tracking.

  • Universal Analytics - Shopify’s Native Integration

    We recommend using the native integration for non-Shopify Plus stores because they don’t have access to the “checkout.liquid” file.

  • Universal Analytics Setup (through GTM)

    This is recommended only for Shopify Plus stores because GTM can not be added to the checkout pages otherwise. Analyzify’s UA integration is better than Shopify’s native integration and it also offers more reports.

Google Analytics Apps in Shopify

Shopify doesn’t have a native integration with Google Analytics 4 and there are also some known problems with its Universal Analytics integration. Luckily, there are many apps in the market that focus on the connection between Shopify & Google Analytics.

For non-Shopify Plus stores, we do not recommend using an app for Universal Analytics as the checkout tracking will be limited. However, Analyzify will still be a great choice for Google Analytics 4.

For Shopify Plus stores, Analyzify’s integration will again work great as there are no “checkout.liquid” file limitations.

We are proud to say that Analyzify is trusted and loved by hundreds of merchants - by virtue of our expert support team.

Shopify - Universal Analytics Setup Guide & Checklist

Make sure to follow Analyzify’s Shopify & UA setup guide and checklist. This interactive guide will help you set up Universal Analytics properly and detect & fix any possible problems with your existing setup.

Common Mistakes

During the setups we have done, we have observed the following mistakes are most commonly done by Shopify merchants or their developers.

Improper Setup of Native Universal Analytics

The core setup includes a few important tips & tricks. Make sure to follow the interactive guides linked above to correctly set up & debug your UA in order to avoid most of these issues.

Not Using Parallel Tracking (GA4 + UA)

As we've mentioned before, Google recommends parallel tracking - and so do we. You should be using both versions at the same time. In this way, you will still have your current Analytics setup but also add Google Analytics 4 on top of it.

Payment Providers in Referral Reports

If you are using Stripe, PayPal, Klarna payments, or any similar payment provider URLs on your Traffic Source > Referral reports - you should fix it immediately by following this guide.

Social Media Ads in Referral Reports

The traffic of your social media campaigns shouldn’t be in the Traffic Source > Referral reports. If you are seeing any titles with,,, etc. in there, it means you haven’t set up your UTMs properly. We advise that you fix this immediately by following this guide .

Lack of Google Ads & Google Search Console Connection

Google tools should be connected with each other for the best possible results. Follow this guide to make sure your Google Analytics is connected both with Google Ads and Google Search Console.

Not Activating Enhanced E-Commerce on UA

Enhanced E-Commerce settings should be active on your Universal Analytics setup so that the native connection will work in the best possible way. Make sure to follow the setup guide.

Conflict Between Native Integrations & GTM Tags

You shouldn’t use the GTM tags together with the native integrations for the same tags. As an example, if you are using Universal Analytics’ native integration, Universal Analytics tags shouldn’t be active on GTM. The same goes for Facebook Pixel: If you are using the native integration, the FB Pixel Tags on GTM also shouldn’t be used.

FAQ on Shopify Google Analytics

We have answered the most frequently asked questions about Google Analytics on Shopify on the following page.

What Analyzify Can Do

Analyzify provides a seamless connection between Shopify & Google Tag Manager together with advanced data layers, a comprehensive GTM Container, and setup & validation support.

Also, please be reminded that Google Analytics 4 and Universal Analytics are included in Analyzify’s setup.

Table Of Contents