Setting up Google Analytics 4 (GA4) on your Shopify store can be done in various ways, depending on your business needs, technical knowledge, and the level of tracking you require. Here’s a guide to help you understand the most popular methods, their advantages, and potential drawbacks.

Google Tag Manager - a more flexible approach that offers advanced tracking capabilities.

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• Allows greater customization compared to simpler methods.
• Improved data accuracy for events and user behavior.
• Ability to add non-Google pixels to track a broader range of events.

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• Requires a deeper understanding of technical setup and configuration.
• GTM preview mode doesn’t function, which makes troubleshooting harder.
• Doesn’t track events automatically and some GTM features are restricted.

Shopify Google Analytics Apps - paid apps from the Shopify App Store integrate GA4 with additional features and ease of use.

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• Quick and easy to set up.
• Automatically tracks core eCommerce events.
• Smooth integration with other marketing and analytics platforms.

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• It’s a paid solution, so you’ll need to budget for it.

Google & YouTube Channel App

The simplest method, ideal for users who want an automated setup.

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• Easy and fast to implement.
• Automatically tracks key events.
• Fully supported by both Shopify and Google.

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• Lacks customization or flexibility.
• No configuration options, making it difficult to adjust or troubleshoot issues.

gtag

Designed for developers who need high levels of control over event tracking.

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• Perfect for websites with specific tracking needs or technical constraints.
• Provides granular control over event tracking.

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• Requires significant development knowledge and effort.
• All GA4 events must be manually coded, which can be time-consuming.

And don't forget about August 28th of 2025: it is a deadline for upgrading Thank You and Order Status pages, including script tags and custom scripts. You should switch to Shopify Checkout Extensibility. It enhances your store’s checkout process and replaces the old checkout[dot]liquid customization method, offering new tracking and performance benefits.

If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.