Google Analytics integration

What Google Analytics is

Google Analytics 4 (GA4) is Google's current web and app analytics platform. It tracks user behaviour across sessions and devices using an event-based data model, integrates with Google Ads and Search Console for campaign attribution, and provides machine-learning-powered predictive metrics for purchase probability and churn likelihood.

How we integrate Google Analytics with Shopify

Shopify has a native Google & YouTube channel app that handles basic GA4 configuration, but Ecom Majesty goes beyond the default setup. For reliable e-commerce event tracking, Ecom Majesty implements GA4 through Google Tag Manager: configuring the GA4 base tag, wiring Shopify's dataLayer pushes (or custom dataLayer events) to GA4's recommended e-commerce events (view_item, add_to_cart, begin_checkout, purchase), verifying purchase deduplication, and setting up Consent Mode v2 so GA4 respects cookie consent signals. For headless Shopify builds, event tracking is implemented directly in the frontend code rather than relying on theme scripts. GA4's custom dimensions, conversion events, and Looker Studio reporting connections are configured to match the merchant's measurement plan.

What the work involves

• GA4 implemented through Google Tag Manager rather than relying on the default channel app.
• Shopify dataLayer pushes wired to GA4 recommended e-commerce events (view_item, add_to_cart, begin_checkout, purchase), with purchase deduplication verified.
• Consent Mode v2 configured so GA4 respects cookie consent.
• For headless, event tracking implemented directly in the frontend; custom dimensions and Looker Studio connections set up to the measurement plan.