Get GA4 Working Correctly on Shopify — Without the Guesswork

If you’re running a Shopify store, you’ve probably noticed that GA4 (Google Analytics 4) can be… a bit of a mystery.

Different platforms show different numbers. You somehow have more purchase events than begin_checkout events. And GA4 still feels new — and often, pretty frustrating.

The worst part? It feels impossible to tell if it’s broken or working as intended.

So, what’s going on here?

GA4 is a powerful tool — but Shopify doesn’t exactly roll out the red carpet for it.

There are thousands of blog posts showing you how to “set up GA4 on Shopify.” Most of them are technically correct. But even if you’ve installed the official Google & YouTube App or added the GA4 tag, you might still be tracking only half the data you actually need.

Why? Shopify’s checkout flow, redirect-based payment systems, and third-party apps make it tricky to track data accurately. GA4 can miss events, miscount conversions, or even double-report purchases if things aren’t set up just right.

In short: it needs a chaperone.

How do you know if this affects you?

If you’re seeing any of these issues, you’re probably dealing with an incomplete setup — or just the normal limitations of client-side tracking:

• GA4 revenue is significantly lower than Shopify’s (like, 15–25% lower)
• You’re not seeing key events like purchase, or GA4 is missing order data without explanation
• Attribution metrics don’t match reality — your campaigns aren’t getting credit, or your audiences aren’t populating correctly

Here’s the twist: If you’re seeing these issues, it’s actually… normal.

Client-side tracking will always lose some data. But that doesn’t mean you’re flying blind. With the right foundation, you can know exactly what’s working, what’s not, and where the gaps are — so you can stop wondering whether your GA4 setup is “right.”

But why isn’t all the data working?

Even with a best-practice setup, modern analytics is a leaky bucket. You lose data due to:

• Ad blockers and privacy tools
• Checkout redirects like PayPal and Shop Pay
• Users leaving the page before your tags fire
• Shopify’s tracking model being completely different from GA4’s

No client-side setup can fully eliminate these losses. But we can plug the holes and achieve 80–85% alignment between GA4 and Shopify.

So what’s the solution?

Digital-ade offers a fast GA4 verification package to make sure your tracking setup is buttoned up. We use the official Google & YouTube App, Google Tag Manager, and Checkout Extensibility best practices — all for a one-time fee of $1,500.

What’s included:

• GA4 Configuration via the Google & YouTube App
• Google Tag Manager Setup, including enhanced data layer variables
• Checkout Extensibility Tracking for Shopify Plus (if applicable)
• Client-side Event Tagging with real-time QA and testing
• Full event coverage for key eCommerce actions:
  • view_item
  • add_to_cart
  • begin_checkout
  • add_shipping_info*
  • add_payment_info*
  • purchase

*Shopify doesn’t always cleanly expose these events. They are implemented if available, and any limitations or workarounds are documented.

We’ll also verify:

• GA4 is receiving data for all tracked events
• Revenue and order counts in GA4 align within ~80–85% of Shopify
• Event structure and deduplication logic is working as expected
• Setup supports GA4’s built-in reports and Looker Studio dashboards

Need more than standard tracking?

If you want to go beyond GA4 basics — like tagging custom quizzes, subscription logic, or app interactions — Digital-ade can help.

We’ll make sure your tracking reflects the full customer journey, so you can run your brand with confidence (not guesswork).