Migrating to Google Analytics 4

Note

As of July 1, 2023, Google has replaced Universal Analytics with Google Analytics 4(GA4), which is Google's next-generation measurement solution. Universal Analytics properties stopped processing new data on July 1, 2023, and after July 1, 2024, you'll no longer have access to the Universal Analytics interface.

With its flexible event-based data model, Google Analytics 4(GA4) helps you view unified user journeys across your website and apps. GA4 uses Google’s machine learning to bridge gaps in your data with modeled insights and predictive capabilities that you can use to get better results and grow your business. Because it doesn't rely exclusively on cookies, Google Analytics 4 is built to keep up with a changing ecosystem, so that you can learn about your customers even with gaps in your data.

Migrating to Google Analytics 4

You can migrate from your Universal Analytics tag to the new Google Analytics 4 tag. To migrate, you need to complete the following tasks:

• Create a GA4 property in your Google Analytics account..
• Add GA4 tags to your Shopify store.

You might also need to complete the following tasks, depending on your Universal Analytics set up:

• Migrate your audiences to GA4 in your Google Analytics account.
• Migrate conversion funnels and goals to GA4.

Step 1: Create a GA4 property

To create a Google Analytics 4 property, you need to have the editor role for the Google Analytics account. To migrate to GA4, you need to create a Google Analytics 4 property to add to your Shopify store. After you create your GA4 property, create a web data stream and copy the Tag ID to use in step 2.

Step 2: Add GA4 tags to your Shopify store

If you don't have the Google & YouTube channel installed, then you're prompted to install it during the set up process for your GA4 tags. You don't have to connect to the Google Merchant Center to complete your GA4 tags setup process.

To learn more about setting up Google tags, refer to Google's Shopify: Set up your Google tag documentation.

Steps:

1. From your Shopify admin, go to Online store > Preferences.
2. In the Google Analytics section, click Manage pixel here.
3. Click Connect your Google account.
4. In the Your Google Analytics property section, select the tag for the GA4 property that you want to connect to your Shopify store.
5. Click Connect.

After you add GA4 tags to your store, depending on how you use Universal Analytics, take the following actions:

• If you previously used Universal Analytics audiences, then you need to migrate audiences to GA4.
• If you previously used Universal Analytics to track Google Ad conversions on you Shopify store, then you need to migrate conversion tracking to GA4.
• If you didn't use Universal Analytics audiences or track Google Ad conversions, then your migration is complete.

Migrate audiences to GA4

If you previously used Univeral Analytics audiences, then you need to migrate audiences to your GA4 property. By migrating audiences from your Universal Analytics property to your Google Analytics 4 property, you can identify the same user groups based on your Google Analytics 4 data, and export those audiences to your linked Google Ads accounts to address the same use cases.

Migrate conversion tracking to GA4

If you previously used Universal Analytics to track Google Ad conversions on your Shopify store, then you need to migrate the conversion tracking to GA4. Google Analytics 4 uses events to track and measure conversions instead of the goals and the ecommerce report that Universal Analytics used. To learn more about conversion tracking in GA4, refer to Conversion analytics in GA4.

To migrate conversion tracking to GA4, do the following:

1. Set up events and mark them as conversions in Google Analytics.
2. Link your Google Ads account to your Google Analytics account.
3. Import conversions into Google Ads.