How to set up conversion tracking on Shopify

• A GA4 property with a web data stream, and a Google sign-in that can reach it
• Permission to install apps on the store
• A store that visitors can open. Shopify says Google Analytics can’t track events until private mode is deactivated for the online store

1. Install the Google & YouTube appIn the Shopify admin, use the search bar to find Google & YouTube. That takes you to the Shopify App Store, where you click Install. You do not need a Google Merchant Center account for Analytics.
2. Connect your Analytics propertyOn the app’s Overview page, find the “Just want to set up Google Analytics 4” section and click Get started. Connect your Google Analytics property in the Your Google Account section, select the property, click Connect, then Confirm.Google also documents a manual route, adding a tag ID under Google tags on the app’s Settings page, and calls the connected route strongly preferred.
3. Know which events the app sendsEach Google event is mapped from a Shopify standard event: page_view from page_viewed, view_item from product_viewed, add_to_cart from product_added_to_cart, begin_checkout from checkout_started, add_payment_info from payment_info_submitted, search from search_submitted, and purchase from checkout_completed. The app sends view_item_list, view_cart, remove_from_cart and add_shipping_info too.These reach Google through Shopify’s pixel system, which loads on the storefront, checkout, thank you page and order status page. That is why checkout steps are covered.
4. Confirm purchase is a key eventGoogle Analytics marks purchase as a key event by default. To check, open Admin in Analytics, click Events under Data display and look at the Key events tab.If an earlier step matters to you as well, such as begin_checkout, find it in the Recent events tab and click the star icon next to it.
5. Place a test orderGo through the store as a customer would and complete an order. Watch Analytics while you do it.

• Keep Reports > Realtime open in Analytics during the order. The Event count by Event name card should list view_item, add_to_cart and begin_checkout as you go, and purchase should appear under Key events by Event name.
• Each event carries a shopify_event_name parameter, which shows it came from the app.

Purchases are counted twice

An older Google tag is still in the theme or in a custom pixel alongside the app. Google’s advice after moving to the app is to remove legacy tags so nothing is measured twice.

Fewer events than orders

Where the law requires consent, Shopify runs pixels only after the visitor grants it. Orders from visitors who declined are missing from Analytics, so compare against Shopify’s order count with that in mind.

All Analytics data stopped at once

Disconnecting the Google Analytics integration in the app’s settings stops every event the app sends, purchase included. Reconnect the property from the Overview page.

No events on a store that is not open yet

Shopify notes that Google Analytics can’t track events until private mode is deactivated for the online store. Test after the store is open to visitors.

Checked on 2026-11-11 against Shopify Help Center: Setting up Google Analytics, Shopify Help Center: Pixels overview, Analytics Help: Shopify: Set up your Google tag, Analytics Help: Install and migrate your tags with the Google & YouTube app, Google for Developers: Shopify event parameters, Analytics Help: Mark events as key events, Analytics Help: Realtime report.