Shopify Analytics vs. Google Analytics: Why don’t they match?

If you’re a Shopify store owner using both Shopify analytics and Google Analytics, you’re probably familiar with the often large discrepancies between the two tracking systems.

What you might not know is that this happens in part because Shopify’s default analytics misses tracking on 12 out of every 100 orders. That leaves you unaware of your true sales performance and marketing attribution, and what actions your customers are taking at key touchpoints along their buying journey.

Layering expensive data dashboards and connectors on top of this, as many stores often do, just compounds the problem and leads to more wasted marketing spending. It’s never a good idea to make decisions based on bad data.

An insider’s guide to fixing your Shopify store analytics

The first step to fixing your Shopify tracking is understanding where it fails. You know the data is missing, but what’s going on behind the scenes to cause it? And is there a better way?

Fortunately, there is. Our free guide on why Google Analytics doesn’t match Shopify analytics dives into:

  • The main reasons why transactions go missing in GA
  • How a data mismatch affects your bottom line
  • A comparison of different tracking methods
  • What you can do to fix Shopify analytics

Adding Google Analytics to Shopify

If you’re not already using Google Analytics with your Shopify store, getting it set up should be your first step toward improved data accuracy. Though Shopify does have a default GA integration, it misses tracking many key metrics.

We have a full walkthrough on setting up Google Analytics on your Shopify store, which covers what to look out for after you’ve set up GA as well.

Using the methods in our guide will help you ensure you get a full and accurate picture of your data in GA. For a fast way to connect them automatically, try out Littledata’s GA to Shopify connection for free. The trial allows you to get an accurate snapshot of your key metrics, and you’ll still own that data in GA whether you continue using our advanced data connections or not.


Greg: Greg is Littledata’s Content Marketing Manager. His passions include basketball, Japanese food, and helping e-commerce businesses think smarter about their data.

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1 Comment

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