Posted on September 28, 2023 | 4 minute read
Google Analytics 4 (GA4) is set to replace Universal Analytics (UA) by July 2023, or July 2024 for Google 360 users. GA4 is said to be the evolution of measurement standards, allowing users to measure a wider range of data.
Many of the previous metrics used to measure data have either been removed or replaced in GA4, and they’ve overhauled the reporting interface. For example, UA allowed users to have up to 25 reporting views whereas GA4 provides only one - ‘Audiences’ and ‘Data streams’ can be added to make up for this difference.
One of the key differences between GA4 and UA is the measurement models. GA4 utilises measurements based on events and parameters instead of sessions and pageviews. Every activity taken by a user is classed as an ‘event’ in GA4, which should give you more detail on how visitors are interacting with your website.
GA4 will allow users to track cross-platform data between websites and apps, giving more options on how you measure performance.
For more information on what GA4 brings to the table, take a look at our video below.
Shopify currently supports GA4 and will continue to support UA until it sunsets.
To start the migration process, you’ll need to do the following:
You may also need to migrate your audiences as well as your conversion funnels and goals to GA4.
In your Google Analytics account, you can create a GA4 property (so long as you’re set as an editor).
Once this is complete, you can create a web data stream. This will provide you with a Tag ID which will be used in the next step of the process.
For this step, you’ll need to have the Google Channel installed on Shopify.
Follow these steps:
This will add the GA4 tags to your Shopify store.
From there, you may need to migrate your UA audiences to GA4 and also migrate your conversion tracking to GA4.
Migrating audiences across from your UA property to GA4 lets you identify the same user groups based on your GA4 data. This can then be exported to your linked Google Ads account to address the same use cases.
You can create up to 100 audiences per GA4 property, and these audiences will automatically update everywhere rather than requiring you to select the destination.
To learn more, see our full guide on how to migrate from UA to GA4.
If you’ve been using UA to track conversions, you’ll need to migrate this tracking to GA4.
Here’s how to migrate:
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Tom is a Content Marketing Executive, producing content and case studies to simplify the Google Shopping experience, and help our clients discover if Google Shopping is the right channel for them. With an MA in English Literature, Tom has a passion for writing and sharing information with the masses.