> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/google-analytics/acquisition.md).

# Acquisition

These guides help you understand where your Shopify customers come from in GA4. Learn how to track sales channels, tag campaigns and measure the return on your marketing.

* [Use standard UTM tags](https://help.littledata.io/advanced/troubleshooting/fix-unassigned-traffic-ga4#standard-utm-tagging): reduce Direct and Unassigned traffic by tagging your campaign links.
* [Tracking all your sales channels](https://help.littledata.io/google-analytics/acquisition/sales-channels-tracking)
* [How to track Shopify sales channels in GA4](https://help.littledata.io/google-analytics/acquisition/how-to-track-shopify-sales-channels-in-ga4)
* [How to calculate ROAS in GA4](https://help.littledata.io/google-analytics/acquisition/how-to-calculate-roas-in-ga4)
* [Building reports on customer lifetime value by marketing channel](https://help.littledata.io/google-analytics/acquisition/building-reports-on-customer-lifetime-value-by-marketing-channel): use custom dimensions and Google Sheets to report on lifetime value.
* [Optimize Google Ads acquisition campaigns around first-time buyers](https://help.littledata.io/google-analytics/acquisition/optimize-google-ads-acquisition-campaigns-around-1st-time-buyers)
* [How to analyze free trials in Google Analytics](https://help.littledata.io/google-analytics/acquisition/do-free-trials-drive-sales-a-ga4-guide-for-marketers)
* [Are landing page reports in GA4 still relevant?](https://help.littledata.io/google-analytics/acquisition/are-landing-page-reports-in-ga4-still-relevant)
* [The landing page mistake most Shopify brands make](https://help.littledata.io/google-analytics/acquisition/landing-page-mistake-shopify-brands-make)