Shopify Google Analytics: Getting Accurate Numbers
Shopify is a great e-commerce platform, but tracking your data using tools like Google Analytics can be a pain. Recently, we’ve been helping many clients get accurate numbers in GA4 because they did not match with Shopify Analytics. In this case study, I want to walk you through the problem one of our customers was facing with Shopify and Google Analytics and discuss some potential solutions, including the one we chose for them.
Our customer, an agency that manages many eCommerce sites using Shopify, was having this recurring issue: There were often (important) discrepancies between the analytics data in Shopify and Google Analytics. Some Shopify websites reported higher traffic, conversions, and events, such as “add_to_cart” in GA4, while other stores showed lower metrics. This inconsistency raised questions about how reliable the data was and impacted other tools that rely on GA4 for downstream workflows, such as Google Ads.
Issues with Shopify and Google Analytics
The core of these discrepancies can often be traced back to how data is being processed and sent to GA4. In my experience, I often see multiple data sources simultaneously sending data to GA4 (multiple streams). The streams can be data sent from Google Tag Manager, the Google & YouTube Shopify app, and various third-party apps such as Littledata. This overlapping of data streams almost always leads to inflated numbers in GA4 compared to Shopify analytics because there is double-, triple-, or quadruple counting.
Another important consideration is that some of the solutions above rely on front-end tracking. Frront-end tracking is often done using tools like GTM, which cannot capture multiple events happening server-side on Shopify. This difference in data capture methodology often results in GA4 displaying lower numbers than Shopify.
Solutions for Accurate Tracking
Each store's needs are different in terms of tracking. So, the solution must be tailored to produce accurate tracking and minimal management because some solutions will lock you in substantial monthly fees. The solutions we implement typically include front-end tracking with a clear understanding of its limitations, deploying server-side tracking solutions using Shopify apps, and sometimes a mix of the two. We can build custom solutions with private Shopify apps in more complex scenarios. The custom implementation is particularly good when there's a need for detailed, granular control over how specific events are tracked and reported.
However, for our specific customer, some accounts needed a straightforward front-end approach, while others required more sophisticated server-side solutions or even fully custom applications. So, we implemented different solutions for each store, always with the goal of minimal management and minimal cost in mind.
Navigating Shopify and Google Analytics Integration
To conclude, implementing the integration of Shopify Analytics with GA4 is not a black-or-white process. To choose the right solution, we must deeply understand both platforms. It's also important to recognize the limitations of front-end tracking and the potential for data discrepancies due to multiple data streams in GA4. The end goal is an integration that offers Shopify stores reliable analytics to drive informed decision-making and growth.
If you need help with your Shopify and Google Analytics implementation, let me know how I can help you.
