Shopify Analytics Hub
Shopify tracking, explained properly.
Practical guides for Shopify owners and marketers: how Shopify sends data, why GA4 disagrees with your orders, and how to fix consent, ads attribution and reporting. Written from real audits, with code you can copy.
New to Shopify tracking? Start here.
- How Shopify Customer Events workWhat Shopify sends, and what your theme can no longer see.
- Set up GA4 with a custom pixelThe full ecommerce funnel from product view to purchase.
- Connect consentConsent Mode v2 through the Customer Privacy API.
- Reconcile with your ordersProve your data is right, order by order.
Tracking setup
How data leaves a Shopify store today, and the cleanest ways to get it into GA4 and GTM.
Shopify GA4 setup in 2026: native app vs Google Tag Manager vs tracking apps
The three ways to set up GA4 on Shopify today, how each works with Customer events, and which one to choose.
The complete guide to GA4 on Shopify
Every method compared, with a recommended setup for each store size.
How Shopify Customer Events work, and what they can’t see
Standard events, the pixel sandbox and the limits that catch people out.
Building a full ecommerce dataLayer from a Shopify custom pixel
Copy-paste code for view_item through purchase, with item data.
Data quality
Find the gaps and duplicates that skew revenue, ROAS and product reports.
Why GA4 shows fewer purchases than Shopify
Eight causes, how to measure each one, and what a healthy gap looks like.
Duplicate purchase events on Shopify: why GA4 and Meta count orders twice
More purchases than orders? How to confirm duplicates in GA4, Meta and Google Ads, and the six causes behind them.
What a Shopify tracking audit covers, and what you get at the end
When you need a tracking audit, the eight areas I check on a Shopify store, and the report you receive.
Shopify tracking QA: 25 checks before you trust your data
A test plan for every release, theme change or new app.
Privacy & consent
Respect visitor choices without losing more data than you have to.
Consent Mode v2 on Shopify with the Customer Privacy API
Pass consent from your banner to GA4 and Google Ads, step by step.
Does your cookie banner actually reach your pixels?
A five-minute test for theme and checkout.
Ads & attribution
Give Meta and Google Ads accurate conversions, and stop off-site payments stealing credit.
Meta Pixel not tracking purchases on Shopify: 8 causes and how to fix them
Purchases missing in Events Manager? The eight causes I find most often on Shopify, and how to fix each one.
Google Ads conversions not tracking on Shopify: how to find and fix the problem
No recent conversions, or far fewer than Shopify orders? A step-by-step diagnosis for Shopify stores.
Shopify server-side tracking: what it fixes, what it doesn’t, and what it costs
An honest look at server-side tracking on Shopify: how it works today, what it solves, its limits and its real cost.
Meta Conversions API on Shopify: native app vs server-side GTM vs tracking apps
Three ways to send purchases to Meta from the server on Shopify, compared, plus deduplication and match quality.
Google Ads enhanced conversions for Shopify
Hashed customer data, consent and how to verify it works.
Fixing paypal.com / referral in your GA4 reports
Referral exclusions and why sessions break at payment.
Choosing a setup
Apps, freelancers or agencies: what each option costs and how to choose.
Elevar vs Analyzify vs Stape vs custom GTM: which Shopify tracking setup?
A practical comparison of the main ways to run tracking on Shopify, and how to choose for your store.
How much does Shopify tracking setup cost in 2026?
Setup, apps, hosting and maintenance: what Shopify tracking really costs, with real prices.
Hiring a GA4 freelancer: 12 questions to ask before you sign
The questions to ask a GA4 or tracking freelancer, what good answers sound like, and the red flags.
Addingwell vs Stape: which server-side GTM host for your Shopify store?
Why Addingwell is my default host for European Shopify stores: easier to use, with cookie restoration included. And when Stape’s toolbox is the better fit.
Google & YouTube app vs server-side GTM: which should track your Shopify store?
What Shopify’s free Google app now tracks, what server-side GTM adds, and how to avoid counting purchases twice.
Facebook & Instagram app vs server-side GTM: which should send your Meta events?
Shopify’s free Meta app and its data-sharing levels compared with server-side GTM, and the mixed setup to avoid.
Reporting
Turn clean data into reports owners actually read.
12 KPIs every Shopify owner should check weekly
Where to find each one and what normal looks like.
A Looker Studio dashboard for Shopify and GA4
Free template with setup instructions.
GA4 BigQuery export for Shopify stores: when it’s worth it
What it unlocks, what it costs, and the first queries to run.
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Newsletter
One Shopify tracking fix a month.
A short email with one problem, how to spot it in your store, and how to fix it. New hub guides first.
Rather have an expert look at it?
Book a free 30-minute call and we’ll go through your Shopify tracking together.