Google Analytics 4 (GA4) is now the standard for web analytics. For ecommerce, proper setup enables purchase tracking, user behavior analysis, and marketing attribution.
GA4 vs Universal Analytics
GA4 uses event-based tracking instead of sessions. Key differences:
- Event-based model (more flexible)
- Cross-device tracking improvements
- Privacy-focused (no cookies required)
- Machine learning insights
Ecommerce Events to Track
| Event | Purpose | Required |
|---|---|---|
| view_item | Product page views | Yes |
| add_to_cart | Cart additions | Yes |
| begin_checkout | Checkout starts | Yes |
| purchase | Completed orders | Yes |
| view_item_list | Category views | Recommended |
Setup for Shopify
Use Shopify's Google channel app for automatic setup, or configure via Google Tag Manager for more control.
Limitations for Ecommerce
GA4 has limitations for ecommerce:
- No Amazon data integration
- Basic attribution modeling
- No profit tracking
- Limited historical data
For comprehensive analytics, consider dedicated ecommerce dashboards.
Key Takeaways
- GA4 is essential for web analytics
- Set up all ecommerce events
- Use in combination with specialized tools
- Track purchase events for conversion data
Frequently Asked Questions
Is GA4 enough for ecommerce analytics?
For basic web analytics yes, but ecommerce needs more: profit tracking, Amazon integration, and better attribution. GA4 is a good foundation.