Quick Steps To Google Analytics Conversion Tracking Shopify

Conversion tracking is important for running a successful online store. By keeping tabs on how many users are actually making purchases (aka conversions), you get valuable insights into how well your store and marketing efforts are performing. By digging into this data and making adjustments as needed, you can fine-tune your products, simplify your checkout process, and enhance the overall customer experience, ultimately leading to a better return on your marketing investment.

Implementing conversion tracking can offer a range of benefits that contribute to the overall success of your Shopify store. Some of these benefits include:

• Optimized Marketing Efforts: It helps you recognize which ads, keywords, and campaigns bring valuable conversions, allowing you to allocate your marketing budget more efficiently.
• Improved User Experience: By understanding customer behavior, you can create a better user journey and website layout, aiming to increase conversions.
• Measured ROI: Conversion tracking helps you know the return on investment of your ad campaigns to assess overall profitability.
• Informed Decision-making: The insights obtained from conversion tracking greatly assist strategic planning, decision-making, and long-term growth projection.

Also read, our blog on how to achieve a successful Shopify set up in 2025 with all the recent major trends here!

How To Set Up a Google Analytics Account for Your Shopify Store?

Before starting with conversion tracking, the first step is to set up a Google Analytics account. This free tool provides in-depth insights into your website traffic, including your conversion ID, key metrics, and user behavior. Once set up, you can link it directly to your Shopify store, enabling tracking for all user interactions and allowing you to follow your customers' path from the moment they land on your website till they complete a purchase.

Step 1: Creating a Google Analytics Account

Setting up your Google Analytics account is a straightforward process. To begin, navigate to the Google Analytics page and click 'Start for free'.

• If you already have a Google (Gmail) account, you can sign in with these details. If you don't, click 'Create Account' and follow the on-screen instructions to set up a new Google account.
• Once signed in, click the 'Admin' button in the lower-left corner of your dashboard. Under the 'Account' column, click 'Create Account'.
• Enter your account name (typically your business name), check the data-sharing settings boxes that apply to you, and click 'Next'.
• Click on 'Web' and then 'Next'. Fill out your 'Website Name' (generally the name of your online store), your 'Website URL' (your store’s domain), industry category, and time zone, and then click 'Create'.
• You'll be prompted to accept the Google Analytics Terms of Service Agreement and the Data Processing Amendment. After that, you'll be presented with your unique Google Analytics Tracking ID, which you'll use to connect your Shopify store to your Google Analytics account.

Your Google Analytics account is now created, and you're ready to integrate it with your Shopify site!

Step 2: Integrating the Google Analytics Tracking ID in Shopify

Before integrating Google Analytics with Shopify, ensure that you've obtained your tracking ID, as mentioned in the previous step. This ID lets Google know when your site has been accessed and, thus, marks the beginning of data collection.

• To integrate Google Analytics with Shopify, first log into your Shopify admin panel.
• Next, go to 'Online Store' in the left-side column and click 'Preferences'.
• Scroll down to the 'Google Analytics' section. Paste your Google Analytics tracking ID (which begins with ‘UA’) into the 'Google Analytics account' field.
• Before clicking 'Save', it's worth considering whether you want to enable additional Google Analytics tracking options. One such option is 'Enhanced Ecommerce' tracking, which provides even deeper insight into customers' shopping behavior. To enable this feature, check the box next to 'Use Enhanced Ecommerce'.
• Click on 'Save'.

There you have it! Your Shopify store is now integrated with Google Analytics. This integration allows the tracking information from your customers' interactions with your store to be sent to your Google Analytics account for evaluation and analysis.

Step 3: Next Step, Configuring Google Analytics and Shopify Preferences

After setting up your Google Analytics account and integrating the tracking ID into Shopify, it's time to configure their preferences, including Google Tag Manager. These settings will help tailor your analytics for better campaign performance, deeper website insights, and more efficient troubleshooting. 

Configuration involves setting up basic and advanced conversion tracking, including purchase tracking and calibrating Google Ads conversion tracking with your Shopify store. 

This process requires a detailed, step-by-step approach to incorporate multiple settings effectively, ensuring you get the most out of Google Analytics on your Shopify store.

How To Set Up Basic Conversion Tracking?

The main focus of Google Analytics conversion tracking is being able to measure the conversion values of the number of desired actions (conversions) taken by website visitors after clicking your ad. To set up basic conversion tracking, you need to create a conversion action in your Google Ads account, then reach out to Google Ads support for assistance in integrating the resulting tracking code into your Shopify store's checkout page. Here's how to do it:

1. Log into your Google Ads account, click 'Tools & Settings' (top-right corner), and navigate to 'Conversions'.
2. Click the blue '+' button to create a new conversion action. Select 'Website' as your source of conversions.
3. Next, fill in the conversion details. Use intuitive, granular names (such as 'Product X Purchase') for easy differentiation later. Set the 'Category' to 'Purchase/Sale', assign a 'Value' if each conversion has the same value, or select 'Don’t use a value' if this varies. Unless you are tracking multiple actions after an ad click, set 'Count' to 'Every'.
4. Configure the remaining options according to your needs, then click 'Create and continue'. You'll now see a page displaying a global site tag and an event snippet.
5. Implement these tags in Shopify by going to Shopify Admin > Settings > Checkout > Additional Scripts. Paste the global site tag, followed by the event snippet here.
6. Replace 'INSERTORDERAMOUNT' in the event snippet with '{{totalprice | moneywithoutcurrency}}' and 'INSERTTRANSACTIONID' with '{{ordernumber}}'. This will ensure the total order cost and unique transaction ID are sent to Google Ads each time a purchase is made.

Remember to test your setup to make sure it's functioning correctly. Place a test order and check if the conversion is tracked correctly in Google Ads.

Also read our take on 5 Ways To Improve Your Shopify Store Design.

How To Set Up Enhanced Conversion Tracking?

While basic eCommerce tracking conversion tracking provides you with valuable insights, setting up enhanced conversion tracking goes a step further. It allows for a more detailed tracking of website visitors’ shopping and browsing behavior. You can follow this guide to set up enhanced conversion tracking on your Shopify store:

1. Within the Shopify admin panel, navigate to 'Online Store' > 'Preferences'. Scroll down to the Google Analytics section.
2. Paste your Google Analytics tracking ID into the field labelled 'Google Analytics account.'
3. Check the box titled 'Use Enhanced Ecommerce.' Save your changes.
4. Now log in to your Google Analytics account. Click 'Admin' at the bottom left of your screen. Under the View column, click 'Ecommerce Settings.'
5. Set the 'Enable Ecommerce' toggle to ON. Do the same for 'Enable Enhanced Ecommerce Reporting.' Click 'Save.'
6. In the 'Checkout Labeling' section, click '+Add Funnel Step.' Enter the names of your checkout steps exactly as they appear in your checkout settings on Shopify. Note that if you change the names of your checkout steps in Shopify, you should also update them here.
7. After adding all steps, click 'Done,' then 'Next step.'
8. On the final screen, check over your settings, then click 'Submit.'

Now, you'll start receiving more detailed reports on product and sales performance, shopping behavior, checkout behavior, and marketing efforts on your Google Analytics account. Utilizing this data, including insights from Google search, can help you make informed decisions about user experience optimization, product listing changes, and marketing strategy adjustments.

How to Implement Enhanced Conversions for Better Tracking

Once you’ve set up basic and enhanced conversion tracking, implementing Enhanced Conversions is the next logical step to optimize your tracking and ad performance further. This section outlines the process in detail so you can ensure precision and compliance.

Steps to Set Up Enhanced Conversions:

1. Access Your Google Ads Account:
   • Go to Tools & Settings and select Conversions.
2. Select and Edit Conversion Actions:
   • Choose the conversion action you want to enhance and click Edit Settings.
3. Enable Enhanced Conversions:
   • Scroll to the Enhanced Conversions section and toggle it to On.
4. Update Website Code:
   • Implement function calls in your website’s source code to send hashed customer data (e.g., email addresses, phone numbers) to Google Ads.
   • Work with your development team if adjustments to the site’s code are needed.
5. Hash Customer Data:
   • Ensure all customer data sent to Google is hashed using SHA256 for privacy and GDPR compliance.
6. Ensure Consent Compliance:
   • Use consent banners for cookies to comply with global privacy regulations.

Enhanced Conversions use hashed first-party data to provide insights into how users engage with your ads across multiple devices. This feature gives marketers better visibility, enabling data-driven decisions and improved ad campaign optimization.

Benefits of Enhanced Conversions

• Cross-Device Tracking: Gain insights into user behavior across devices for a comprehensive understanding of your audience.
• Improved Data Accuracy: Collect hashed first-party data to reduce data discrepancies.
• Enhanced Privacy Compliance: Secure, encrypted data ensures user privacy and aligns with global privacy laws.

How to Gain Customer Insight with Google Analytics?

Google Analytics is a powerful tool that provides in-depth insights into your customers' behavior on your Shopify store. By leveraging its features, you can make data-driven decisions to optimize your marketing strategies, enhance user experience, and ultimately boost sales. Here's how you can gain valuable customer insights using Google Analytics:

1. Set Up Google Analytics on Your Shopify Store

• Create a Google Analytics Account: If you haven't already, sign up for a free account at Google Analytics.
• Integrate with Shopify: In your Shopify admin, navigate to Online Store > Preferences, and paste your Google Analytics Tracking ID into the Google Analytics section. Ensure that Enhanced Ecommerce is enabled for more detailed tracking.
• Shopify Help Center

2. Enable Enhanced Ecommerce Tracking

Enhanced Ecommerce provides detailed insights into customer behavior, including product impressions, product clicks, and purchase data. To enable this:

• In Google Analytics: Go to Admin > Ecommerce Settings, and toggle on Enable Enhanced Ecommerce Reporting.
• In Shopify: Ensure that Use Enhanced Ecommerce is enabled in the Google Analytics section of your preferences.

3. Analyze Customer Behavior

• Behavior Flow: Visualize the path users take through your site to identify popular pages and potential drop-off points.
• Site Content: Assess which pages are most visited and how users interact with them.

4. Monitor Acquisition Channels

Understand where your traffic is coming from—be it organic search, paid ads, social media, or referrals. This helps in determining which marketing efforts are most effective.

5. Track Conversions and Sales Performance

• Goals: Set up specific goals to measure actions like newsletter sign-ups or completed purchases.
• Sales Performance: Review revenue metrics, average order value, and other key sales data.

6. Utilize Audience Insights

Gain demographic and geographic information about your visitors to tailor marketing strategies effectively.

7. Implement Custom Reports and Dashboards

Create custom reports to focus on metrics that matter most to your business, providing a clear view of performance indicators.

4 Common Conversion Tracking Issues & How To Troubleshoot Them

Despite careful implementation, problems with conversion tracking on Shopify can arise. Here's a guide to identifying and solving common issues:

1. Shopify vs. Google Analytics Data Mismatch

Shopify and Google Analytics may report different sales figures due to varying tracking methods. Shopify tracks all checkout events, while Google Analytics relies on tracking codes that can be blocked by ad-blockers or fail if users leave before the confirmation page loads.

Solution:

• Verify that the Google Analytics tracking code is installed on all pages, including checkout and confirmation.
• Account for ad-blocker interference and sampling errors in larger data sets.

2. Duplicate or Missing Conversion Tracking

Multiple tracking scripts or missing tags can disrupt conversion tracking.

Solution:

• Use Google's Tag Assistant or manually inspect your site’s code to identify duplicates.
• Revisit your setup to ensure all necessary tags are placed correctly, especially after structural updates to your site.

3. Incorrect Google Analytics and Google Ads Linking

Unlinked or improperly linked accounts can lead to incomplete data or discrepancies.

Solution:

• Confirm your Google Ads and Analytics accounts are linked correctly.
• Enable auto-tagging in Google Ads to ensure traffic and conversions are attributed accurately.
• Import Analytics goals and transactions into Google Ads.

4. Attribution Model Conflicts

Inappropriate or conflicting attribution models can lead to overreported conversions.

Solution:

• Choose an attribution model that matches your customer journey (e.g., last-click, first-click).
• Clearly define the role of each tracking source to avoid duplicate counts.

Take Control of Shopify Optimization with Genie Lab’s Expertise

Managing a Shopify store is no small task. From tracking conversions and optimizing campaigns to troubleshooting inconsistencies between platforms, the complexities can quickly pile up. For store owners who want to focus on growing their business instead of getting bogged down by technical challenges, TheGenieLab offers a solution.

With TheGenieLab’s expertise, you can:

• Seamlessly Transition to Shopify Plus: If you're ready to scale your business, TheGenieLab ensures a smooth migration to Shopify Plus, implementing its enhanced features like increased API capabilities, custom checkout experiences, and tailored account management to meet your growing needs.
• Optimize Performance with Custom Solutions: Whether it's implementing enhanced Google Analytics tracking, streamlining integrations, or improving site speed, TheGenieLab helps tailor your store to perform at its best without you needing to dive into the technical details.
• Expert Support for Shopify Challenges: From resolving data discrepancies between platforms to troubleshooting tracking errors, TheGenieLab’s deep understanding of Shopify's ecosystem ensures your issues are fixed accurately and efficiently.
• Unlock the Full Potential of Shopify Plus Features: TheGenieLab helps you make the most of exclusive Shopify Plus benefits like advanced reporting tools, automated workflows, and scalable checkout solutions, turning these features into practical growth drivers.

Let TheGenieLab handle the heavy lifting so you can focus on what matters most—building your brand and delighting your customers. Whether you're stuck troubleshooting or planning for growth, TheGenieLab is your partner for a smooth, stress-free Shopify experience. Get in touch with us today!

Conclusion

Google Analytics paired with Shopify is like having a cheat sheet for understanding your customers—where they come from, how they navigate your store, and what nudges them to hit “Buy.” It’s powerful stuff, especially when you're running campaigns like Facebook Ads and want to see the total revenue impact.

But here’s the thing: setting it up takes precision. Follow the steps in this post to nail the setup and troubleshoot any hiccups along the way.

Once it’s up and running, don’t just set it and forget it. Dive into reports, track where your traffic is coming from, and keep tweaking based on what works. Conversion tracking isn’t a one-and-done—it’s an ongoing project to keep your store ahead of the curve and your sales climbing.

Frequently Asked Questions

Can I connect multiple Shopify stores to a single Google Analytics account?

Absolutely. You can link numerous Shopify stores to a single Google Analytics account. For every store you wish to track, you need to create a separate property under your Google Analytics account and place the corresponding tracking code into each Shopify store.

How to troubleshoot missing conversion data in Google Analytics?

Missing conversion data in Google Analytics can stem from various reasons like faulty tracking code, the exclusion of traffic or data, or improper goals setup. You can check your tracking codes using the Google Tag Assistant, review your filters and goal configurations, or use Google Analytics diagnostics.

Why doesn't Shopify match Google Analytics?

Discrepancies between Shopify and Google Analytics can occur due to various reasons, such as the use of ad-blockers by visitors, differences in tracking systems, and order cancelations/refunds. Also, while Shopify tracks all visits, Google Analytics excludes visits where the user doesn't have cookies enabled or has opted out of Google Analytics tracking.

Does Google Analytics integrate with Shopify?

Yes, Google Analytics integrates seamlessly with Shopify. You can enable this integration by copying and pasting your Google Analytics tracking code into the Google Analytics account field in your Shopify store's preferences.

How do I add Google conversion tracking to Shopify?

You can add Google Conversion Tracking to Shopify by creating a new conversion action in Google Ads. Then, copy the resulting tracking code and paste it into the 'Additional Scripts' box under 'Settings' > 'Checkout' in your Shopify admin area. Replace placeholders to match your Shopify variables, and save the changes.