How it works: Shopify to Google Analytics

shopify to google analytics

Littledata's Shopify to Google Analytics 4 connection uses a combination of client-side (browser) and server-side tracking to ensure 100% accurate data about your Shopify store in Google Analytics 4.

Littledata automatically integrates with Shopify sites to capture every customer touchpoint, including sales, marketing, customer and product performance data.

What can you track

Complete tracking schema alongside parameter details can be found HERE

All the events below are tracked by default, but can be turned off and on during the setup or in the data pipeline settings.

Client-side events

Client-side events tracked by Littledata, via a script loaded within your Shopify theme.

Event Name	Description
page_view	User has viewed a page
view_item_list	User has viewed a product link as they scroll down the page
select_content	User has clicked a product within a product list
view_item	User has viewed a product
click	User has clicked a product image
share	User has shared a product
view_cart	User has viewed the cart page
view_search_results	User has viewed the product that he searched for
sign_up	User has created an account on the store
login	User has logged in an existing account

Server-side events

Server-side events are tracked by Littledata servers from Shopify and passed onto any destination in cloud mode.

Event	Description
add_to_cart	User has added a product to the cart, and left it in the cart for more than 10 seconds
remove_from_cart	User has removed a product from the cart
begin_checkout	User has started the checkout
add_shipping_info	User has completed checkout step 1
add_payment_info	User has completed checkout step 2
purchase	Customer has completed a web order (excluding Point of Sale orders). The transaction ID is by default the Shopify order name
refund	Web order has been refunded
upsell	User has accepted a post-purchase upsell offer

Transaction events may be delayed by 40 seconds to include any updates to order tags or status made by other apps after the order was created

Supported checkouts

Littledata sends checkout steps to Google Analytics automatically, to ensure you can report on checkout conversions out of the box.

Littledata supports checkout funnel event tracking for:

• New Shopify checkout (including Checkout Extensibility)

• Recharge checkout

• One-click checkouts (Shop Pay, Amazon etc)

Checkout journey starts when a user clicks the checkout button. Here is the structure of these events and how they work.

Shopify checkout tracking

Custom parameters

The custom event parameters listed in this table are sent with every event. The user-scope parameters are sent when the customer logged in (typically step 2 of the checkout onwards).

Most of these are automatically created as custom dimensions during the Google Analytics 4 connection setup. For example, Google Ads can be targeted at new customers only by creating an audience where the custom dimension purchase_count_ld is 1.

Parameter	Description	Scope
user_id	Special parameter, used for user identity. Only available when user data is enabled	User
lifetime_revenue_ld	Total of revenue from current and all previous purchases for that customer on Shopify	User
purchase_count_ld	Count of current and all previous purchases for that customer	User
last_transaction_date_ld	Date of customer's last order	User
shopify_customer_id_ld	Customer ID as used on Shopify	User
littledata_client_id	Client ID: the cookie identifier Google uses to group events by user	User
affiliation	A coma-separated list of order tags. Untagged orders use Shopify	Event
store_name	The name of the Shopify store generating the event. Useful when you have multiple country stores feeding into one GA property.	Event
app_name_ld	The app name that generated the order (fallback on app ID).	Event

Session Enrichment

This solution enhances the accuracy of your tracking, provides more reporting possibilities—including viewing purchases by device and geolocation — and allows fine control of source / medium.

General Benefits

• Improved accuracy: Experience more precise server-side data collection, minimizing discrepancies and ensuring your analytics are reliable.

• Enhanced reporting: Unlock advanced reporting dimensions such as device and geolocation for all events, to gain deeper insights into your audience.

• Source / medium control: Customize how orders are attributed based on the Shopify sales channel.

• 100% revenue tracked: Continue to enjoy complete revenue tracking through our robust server-side tracking solution.

Detail on Session Enrichment features

1. Attribution Boost

The Attribution Boost feature is automatically enabled for all Littledata users. This feature is especially beneficial for businesses offering subscriptions. It allows us to remember the attribution of the first order and apply it to all subsequent orders under that subscription. This means you get a more accurate understanding of customer lifetime value and the effectiveness of your initial acquisition channels.

1. Source / medium customisation

For users seeking greater control over their data, the Source / medium customisation feature allows you to define what source, medium, or campaign name is appended to your orders based on specific order parameters.