Tracking & analytics · E-commerce & fashion
Complete GA4 e-commerce tracking for Shopify stores via Tag Manager
Full GA4 e-commerce tracking for Shopify stores: view item, add to cart, begin checkout and purchase, with revenue, implemented through Google Tag Manager and verified in the GA4 reports. Set up for a Shopify sports retailer.
- Industry
- E-commerce & fashion
- Services
- GA4 e-commerce tracking, Google Tag Manager, Meta Pixel
- Pillar
- Grow
The brief
Shopify’s native GA4 integration covers the basics but breaks down when a store needs Tag Manager, custom events or Meta Pixel parity. This store wanted one controlled setup.
What we did
- Installed Google Tag Manager on the storefront and checkout and built the full e-commerce event set: view_item, add_to_cart, begin_checkout, purchase, with items and revenue.
- Mirrored the key events to the Meta Pixel so both platforms report the same funnel.
- Verified the data in GA4 reports (users, revenue, top items) after launch.
Outcome
The store reports e-commerce revenue and funnel steps in GA4, and the data is consistent with Shopify’s own order figures.
