How do I install GA4 on a Shopify site?

by Jordan Keats · Published 18/06/2025 · Updated 18/06/2025

Applies to: Google Analytics 4 (GA4) with Shopify
Last updated: May 2025

Problem

You want to use Google Analytics 4 to track visitors, purchases, and behavior on your Shopify store, but GA4 is not supported natively in Shopify’s admin like Universal Analytics once was.

Solution

Since Shopify doesn’t currently offer a built-in GA4 integration, you’ll need to manually add the GA4 tag to your Shopify theme, or use Google Tag Manager for more advanced setups (including e-commerce tracking).

Option 1: Add GA4 Using the gtag.js Script

Step-by-Step Instructions:

Go to your GA4 property
- Admin > Data Streams > Web
- Copy your Measurement ID (e.g., G-XXXXXXXXXX)
Open your Shopify Admin
- Go to Online Store > Themes
Click Actions > Edit Code
In the Layout folder, open theme.liquid
Paste the GA4 global site tag just before the </head> tag:

<!-- Google tag (GA4) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

Replace both instances of G-XXXXXXXXXX with your actual Measurement ID.

Save the file

This will add GA4 tracking to all pages of your Shopify store.

Option 2: Use Google Tag Manager for More Control

If you need custom event tracking (e.g., purchases, add-to-cart), use GTM:

Set up a GTM container at https://tagmanager.google.com
In Shopify, paste the GTM container code:
- Into the <head> and <body> sections of theme.liquid
- Save the file
Inside GTM:
- Add a GA4 Configuration tag
- Add event tags for custom actions (requires advanced setup)
Publish your GTM container

This method gives you full flexibility but requires more setup and testing.

Limitations and Considerations

Shopify does not natively support GA4 Enhanced Ecommerce
For advanced tracking (like product views, add-to-cart, purchases), use:
- Google Tag Manager with custom data layer events, or
- A third-party Shopify app that supports GA4 (e.g., Elevar, Littledata)
If using Shopify Plus, server-side GTM is also an option for higher accuracy

Testing Your Setup

Open your site in a new tab
In GA4, go to Reports > Realtime
You should see your own visit and pageviews
Use Google Tag Assistant or GTM Preview Mode to confirm tracking