# Google Analytics

![shopify to google analytics](/files/lQ032xWNyTfjEdxwIT3Z)

Shopify is one of the best ecommerce platforms, but Shopify Analytics is very limited when building advanced reports, and the platform's standard integration with Google Analytics - via the Google & YouTube Channel app - is unreliable and incomplete.

Littledata's [Shopify Google Analytics](https://www.littledata.io/shopify/google-analytics) connection uses a combination of client-side and server-side tracking to ensure 100% accurate data about your Shopify store in Google Analytics. Littledata automatically integrates with your store to capture every customer touchpoint, including sales, marketing and product performance data.

## Connection benefits

* Combination of client-side and server-side tracking to capture [browsing activity, orders and refunds](https://github.com/littledata/helpcenter-content/blob/main/posts/how-it-works-shopify-to-ga4/README.md#what-can-you-track)
* Accurate [marketing attribution](https://blog.littledata.io/2023/06/28/the-truth-about-cookies-and-attribution/)
* [Custom dimensions](/google-analytics/conversions/customer-lifetime-value-google-analytics.md) for calculating LTV and more
* Minimal, super-fast script and [data layer](/advanced/developer/gtm-and-google-analytics-data-layer-for-shopify.md)
* Works with [headless Shopify](/sources/shopify/headless-shopify/working-with-a-headless-shopify-setup.md) setups
* Option to export data [from GA4 to a BigQuery data warehouse](/google-analytics/setup/ga4-to-bigquery.md)
* Connect [Shopify + Google Ads](https://www.littledata.io/shopify/google-ads)

## Connection details

Littledata's Google Analytics connection works automatically for detailed ecommerce tracking and marketing attribution in Google Analytics. This chart outlines what you can track with Littledata versus Shopify's Google & Youtube Channel, which is their default GA4 integration.

| **Essentials**                              | **Google Channel** | **Littledata** |
| ------------------------------------------- | ------------------ | -------------- |
| Basic ecommerce events                      | ✔                  | ✔              |
| Revenue in Google Analytics matches Shopify |                    | ✔              |
| Accurate attribution to source of visit     |                    | ✔              |
| All checkout funnel steps tracked           |                    | ✔              |
| Track product lists and clicks              |                    | ✔              |
| Subscription & upsell tracking              |                    | ✔              |
| Support from Google Analytics Experts       |                    | ✔              |

| Ecommerce Behavior |
| ------------------ |

| **Custom dimensions**        | **Google Channel** | **Littledata** |
| ---------------------------- | ------------------ | -------------- |
| Store name (for multi-store) |                    | ✔              |
| Shopify Customer ID          |                    | ✔              |
| Last transaction date        |                    | ✔              |
| Purchase count               |                    | ✔              |
| Lifetime Revenue             |                    | ✔              |
| App Name                     |                    | ✔              |
| Affiliation                  |                    | ✔              |

Read more about [user properties and custom dimensions](/google-analytics/conversions/customer-lifetime-value-google-analytics.md)

| **Recurring orders (from** [**subscription apps like Recharge**](https://github.com/littledata/helpcenter-content/blob/main/posts/tracking-subscription-orders-in-the-shopify-checkout/README.md)**)** | **Google Channel** | **Littledata** |
| ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ------------------ | -------------- |
| User attribution                                                                                                                                                                                       |                    | ✔              |
| Linking subscription revenue to marketing campaigns                                                                                                                                                    |                    | ✔              |
| Subscription type differentiation                                                                                                                                                                      |                    | ✔              |
| Can calculate Customer Lifetime Value                                                                                                                                                                  |                    | ✔              |
| Can calculate Subscriber Churn Rate                                                                                                                                                                    |                    | ✔              |

### How Littledata's Google Ads connection compares to the Google Sales Channel

If you've installed our Google Analytics connection, the next step is to power up your Google Ads data with Littledata's [Google Ads connection](/integrations/google-ads/google-ads-install-guide.md). Here's a peek at how our Google Ads connection compares to Shopify's native connection:

| **Feature**                            | **Littledata** | **Google Channel** |
| -------------------------------------- | -------------- | ------------------ |
| Conversion Tracking for Google Ads     | ✔              | ✔                  |
| Supports checkout extensibility        | ✔              | ✔                  |
| Tracks 100% of conversions server-side | ✔              | -                  |
| Enhanced Conversions                   | ✔              | -                  |

### Learn more

Read more about how to make the most out of Littledata's robust, no-code tracking solution.

* See [what reports you can view](/google-analytics/conversions/shopify-to-google-analytics-4-beta.md) in GA4
* Customizable [data pipeline settings](https://github.com/littledata/helpcenter-content/blob/main/posts/data-pipeline-settings/README.md) and how to add [custom GTM](https://github.com/littledata/helpcenter-content/blob/main/posts/gtm-and-google-analytics-data-layer-for-shopify/README.md) that works with Littledata (such as quiz tracking)
* Install Littledata's [Advanced Google Analytics app](https://apps.shopify.com/littledata) in the Shopify app store
* Learn [how Littledata sends the events](/integrations/shopify-to-google-analytics/how-it-works-shopify-to-ga4.md) from Shopify to Google Analytics


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