Have you ever felt like your Shopify and GA4 are speaking different languages? Meaning, that you are tracking Shopify sales in GA4 but the numbers don’t perfectly match in the reports.
The connection between Google Analytics and Shopify often resembles a puzzle, with pieces that don’t align for a data match.
Don’t worry, It’s difficult but not impossible.
We have a gift for you in this blog. By reading it, you’ll learn how to tackle data discrepancies between Shopify Analytics and Google Analytics, unveil the common causes behind these data gaps, and learn how you can bridge them.
Get in touch to learn about Analytico’s Digital Analytics Audit services or GA4 audit services.
What Are Data Discrepancies?
Data discrepancies refer to inconsistencies or differences between datasets that are supposed to match.
In the context of Google Analytics 4 (GA4) and Shopify, data discrepancies occur when the metrics reported in GA4 do not align with those tracked in Shopify.
These differences can be due to variations in how each platform collects and processes data, leading to mismatches that can affect accurate reporting and analysis.
The Impact of Data Discrepancies on Reporting and Decision-Making
Data discrepancies can significantly impact reporting accuracy and the quality of business decisions.
When metrics such as sales revenue, traffic data, or conversion rates vary between platforms, it can create confusion, making it challenging to gauge the effectiveness of marketing campaigns.
This misalignment may lead to:
- Misguided Budget Allocations:
Inaccurate data may result in misinformed decisions regarding where to invest in marketing or optimize sales efforts.
- Ineffective Strategy Adjustments:
If sales and conversion data differ, you may make changes based on incomplete or misleading insights, potentially harming overall performance.
- Confusion and Uncertainty:
Discrepancies can erode trust in the data, making stakeholders hesitant to rely on analytics for decision-making.
7 Reasons for Data Discrepancies Between GA4 and Shopify
Wrong Shopify Vs GA4 Setup
Setting up Google Analytics on your Shopify store doesn’t require advanced technical skills or marketing expertise.
However, if you’re new to data analytics, you might set up Google Analytics incorrectly. A poor setup can lead to inconsistent data, undermining your marketing efforts and wasting your budget.
To avoid these problems, ensure your Google Analytics is configured correctly to minimize data discrepancies.
You can also refer to our blog on how to set up GA4 in Shopify, which offers easy-to-follow steps for reviewing and optimizing your GA4 account
Time Zone and Currency Differences Settings
When comparing order data between Shopify vs GA4, you might notice discrepancies, such as missing orders or revenue differences.
One common reason for this is data latency. Google Analytics may take a few hours to process orders, so it’s best to check data for a period ending at least 24 hours earlier.
Another factor is time zone settings. If your Shopify store and GA4 account are set to different time zones (e.g., EST vs. UTC), events that occur around midnight might be recorded on different days, causing mismatched data.
Currency differences can impact revenue reporting, as GA4 converts currencies to USD using the previous day’s exchange rate. This can cause discrepancies, especially with daily currency fluctuations, leading to variations in order and revenue figures between Shopify and GA4.
Blocked Cookies and User Consent
Many modern browsers block third-party cookies by default, which can impact Shopify’s tracking more heavily.
GA4, however, has mechanisms like Google Signals that allow tracking even when cookies are blocked, though data accuracy can still be affected.
Compliance with data protection regulations like GDPR means users may opt out of tracking.
In such cases, both GA4 and Shopify may not be able to track user activity, but the way each platform handles user consent can differ, causing data discrepancies.
Ad Blocker, VPN & Browsers
Studies show that over 42.7% of internet users worldwide have ad-blocking extensions enabled. When you add the increasing use of VPNs and privacy-focused browsers, the impact on data tracking becomes even more significant.
Ad blockers, VPNs, and private browsers can prevent Google Analytics from collecting data, leading to discrepancies between Google Analytics and Shopify.
For instance, an ad blocker can easily stop Google Analytics from triggering, meaning a user’s session and actions won’t be recorded, resulting in missing or inconsistent data.
Additionally, privacy features in browsers, or VPN-enabled setups, can disrupt Google Analytics tracking. Even incognito modes, like Firefox’s private browsing, help hide user data, further complicating accurate data collection.
Payment Gateway or Redirect Issues
Shopify often redirects users to external payment gateways (e.g., PayPal, and Stripe) to complete purchases.
These redirections can interrupt the tracking flow, causing GA4 to lose session data or misattribute conversions.
If GA4 is not set up to handle these redirections properly, it may show fewer conversions compared to Shopify, which tracks all transactions through its order system.
Page Load Time
Sometimes, visitors may exit your website immediately after making a payment, without waiting for the Thank You or order confirmation page to load. As a result, their transactions and data aren’t reported to Google Analytics.
Additionally, certain payment gateways don’t always redirect users to the Thank You page, causing further inconsistencies between Google Analytics and Shopify.
Potential disruptor comes from page builder apps like Gempages or Shogun. While these tools may seem easy to integrate, they can interfere with tracking if not set up correctly. This is especially true for subdomains used as landing pages. To avoid data loss, make sure the GA4 library loads properly on every page.
Tracking Differences
GA4 and Shopify have distinct methods for collecting and processing data, which can significantly impact data accuracy.
GA4 utilizes an event-based tracking system, recording each user action—such as clicks, views, and transactions—as a separate event. This allows for capturing a broader range of user interactions with greater precision.
In contrast, Shopify primarily employs cookie-based tracking, which uses cookies to identify and monitor users across sessions. This reliance on cookies can result in less accurate tracking, particularly when users clear their cookies or use browsers that block third-party cookies.
These differences in tracking methods can lead to notable discrepancies in key metrics like session counts, conversions, and user activity.
Furthermore, having too many tracking scripts on your website can exacerbate the issue by potentially doubling data in Google Analytics, resulting in further inconsistencies between the two platforms.
Solutions for Shopify and GA4 Data Discrepancies
Correcting Shopify vs. GA4 Setup
- Review and Optimize Setup: Double-check that your Google Analytics tracking code is correctly placed on all relevant pages of your Shopify store. Use Google Tag Manager (GTM) to simplify the management of tracking tags.
- Validate Implementation: Use tools like Google Tag Assistant or GA4’s DebugView to ensure that events are firing properly. Make sure your events and conversions are being tracked as expected.
- Enable Enhanced Ecommerce: In GA4, enable Enhanced Ecommerce tracking to get more comprehensive data about your sales and transactions.
Adjust Time Zone and Currency Settings
- Align Time Zones: Make sure the time zone settings in both your Shopify and GA4 accounts match. You can adjust the time zone in GA4 under “Admin” then into “Property Settings” and in Shopify under “Settings” and then“General.”
- Standardize Currency Conversion: To minimize revenue discrepancies, ensure your Shopify currency settings are consistent with GA4. If your store uses a different currency, be aware of GA4’s automatic currency conversion and check exchange rates if needed.
- Check Reporting Delays: Always allow for a 24-hour processing window in GA4 before comparing data with Shopify, as Google Analytics data can have slight delays.
Manage Blocked Cookies and User Consent
- Implement Server-Side Tracking: Use server-side tagging to improve data collection accuracy. By hosting your Google Analytics tags server-side, you can reduce the impact of cookie blockers and privacy restrictions.
- Set Up Consent Mode: If you’re in a region with strict data privacy laws like GDPR, configure GA4’s Consent Mode. This ensures data is collected in a compliant way while maximizing the amount of data captured for users who consent to tracking.
- Use Google Signals: Enable Google Signals in GA4 to leverage Google’s aggregated data for cross-device tracking, even when cookies are restricted. Be transparent in your privacy policy about the data you collect.
Mitigate the Impact of Ad Blockers and VPNs
- Adopt Server-Side Tagging: As ad blockers and VPNs become more common, server-side tracking can bypass these obstacles, ensuring more accurate data capture. Set up a secure server container in Google Tag Manager for this purpose.
- Monitor Data Loss: Use browser-specific testing tools to understand how much data might be lost due to privacy settings. You can add unique identifiers to measure discrepancies and plan accordingly.
- Optimize Load Time: Ensure your GA4 and GTM scripts load quickly and efficiently, reducing the risk of being blocked. Use lightweight code and prioritize critical tags.
Handle Payment Gateway Redirection Issues
- Track Payment Gateway Redirects: Configure cross-domain tracking in GA4 to account for payment gateway redirections. Make sure that your GA4 settings allow data collection across domains like PayPal, Stripe, etc.
- Use Server-Side Tracking for Transactions: By employing server-side tagging, you can continue tracking user sessions and transactions even when redirection occurs. This setup helps maintain data integrity and improves conversion accuracy.
- Implement a Fallback Mechanism: Use GA4’s Measurement Protocol to log transactions manually in case of tracking disruptions. This will require server-side code that posts transaction data directly to GA4.
Improve Page Load Times and Data Capture
- Preload the Thank You Page: To ensure transactions are captured even if users don’t wait for the Thank You page to load, consider preloading or optimizing this page’s speed.
- Use Google Tag Manager: GTM can ensure your GA4 tags load faster and more efficiently. Make sure all tags fire in the correct order to avoid missed data capture.
- Optimize Page Builder Apps: If you use apps like Gempages or Shogun, ensure these are integrated with GA4 correctly. Test all custom landing pages and subdomains for proper data collection and tracking.
Reduce Tracking Differences and Data Duplication
- Avoid Duplicate Tracking: Audit your site and Google Tag Manager for duplicate GA4 tracking codes. Only use one instance of each tag to prevent double counting sessions or conversions.
- Simplify Tracking Scripts: Limit the number of tracking scripts on your site to avoid data redundancy. If you need multiple tags, use GTM to streamline and manage them effectively.
- Understand Tracking Methodology: Familiarize yourself with the differences between Shopify’s cookie-based tracking and GA4’s event-based tracking. Make any necessary adjustments in GA4 to better align data with Shopify reports.
By implementing these solutions, you can significantly reduce data discrepancies between Shopify and GA4, improving the accuracy of your analytics and enabling better data-driven decisions.
Wrap Up!
Data discrepancies between Google Analytics 4 and Shopify are common but manageable. Understanding the causes like setup errors, tracking differences, and payment gateway issues.
You can take steps to reduce inconsistencies. Implement solutions such as aligning time zones, using server-side tagging, and optimizing data collection to improve accuracy.
While perfect alignment is unlikely, refining your tracking processes will lead to more reliable insights and better business decisions.
Need expert help? Analytico’s GA4 audit services can ensure your analytics are optimized for success.
