Data, e-commerce and AI: our insights to help you run your Shopify store.
How to centralize GA4, Shopify, and your ad platforms in one Looker Studio dashboard: choosing connectors, a 4-page structure that holds up, and the data pitfalls that quietly break e-commerce reporting.
Meta says 80 conversions, GA4 attributes 35, Shopify shows 60 orders. None of these numbers are wrong. Understanding the three structural causes of attribution mismatch, and which number to trust for which decision.
Shopify sends GA4's standard e-commerce events automatically — but not completely. What's tracked well out of the box, what's usually missing (variants, coupons, shipping steps), and how to check what your store actually sends.
Connecting GA4 to Shopify takes five minutes. Doing it without duplicate tracking, missing events, or consent issues takes understanding three decisions first. Native integration vs GTM, Consent Mode, and the mistakes that quietly break your data.
GA4 showing different revenue than Shopify? Here's the diagnostic checklist we use in audits: 8 causes ranked by frequency, from double tracking to unrecorded refunds, and how to tell normal drift from a real tracking bug.