Introduction: Why Analytics Matter More Than Ever
Running an online store without proper tracking is like driving with your eyes closed. You might still move forward, but you won’t know if you’re on the right path.
For Shopify merchants, building a reliable analytics setup isn’t just a nice-to-have, it’s essential for understanding your customers, optimizing marketing spend, and scaling your business confidently.
Let’s break it all down: what Shopify offers out of the box, where it falls short, and how you can create a solid analytics foundation using tools that complement each other.
1. Start with What You Have:
Shopify's Built-In Analytics Shopify gives every merchant access to a set of commerce-specific reports:
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Total Sales
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Conversion Rate
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Returning Customer Rate
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Online Store Sessions
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Average Order Value
These are simple yet powerful metrics. If you’re on a Basic plan, you’ll get limited reporting. As you upgrade to Advanced or Plus, you unlock deeper insights like customer lifetime value, profit analysis, and inventory reports.
Where It Helps:
Great for quick business snapshots and tracking core performance indicators.
Where It Falls Short:
You won’t get in-depth behavioural tracking like scrolls, video views, or cross-device journeys.
2. Add Depth with Google Analytics 4 (GA4):
GA4 is like turning the lights on in a dark room. It shows you how users interact with your store beyond just purchases. You can track:
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Visitor paths (where users come from and where they go)
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Product views, add-to-cart actions, and abandoned checkouts
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Events like signups, link clicks, or form submissions
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Traffic segmented by location, device, channel, and more
Why Use GA4?
Unlike Shopify, which tracks only your store, GA4 can follow users across your blog, app, or external pages, giving you a complete picture.
Pro Tip:
GA4's real power lies in customization. You can define events and tailor reports to your exact goals.
3. Understand Your Ads: Meta (Facebook) Pixel:
Running ads? The Meta Pixel is your best friend. It tracks conversions like add-to-cart, checkout, and purchases, feeding data back into your Facebook Ads Manager to improve targeting and retargeting.
Use It To:
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Create custom audiences
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Measure ad performance
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Optimize campaigns based on real customer actions
Limitations:
It’s not built for full-fledged analytics, but it's crucial for marketing effectiveness.
4. Close the Gaps with Server-Side Tracking (e.g., Elevar):
Browser restrictions, ad blockers, and privacy changes are making it harder to track users accurately. That’s where tools like Elevar come in.
What Elevar Does:
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Implements server-side tracking that isn't blocked by browsers
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Ensures event consistency across GA4, Facebook, TikTok, and more
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Offers built-in debugging to ensure everything is firing correctly
Perfect For:
Merchants scaling fast and wanting bulletproof tracking reliability.
5. Get Visual with Heatmaps and Behavioural Tools:
Want to see where users are clicking or getting stuck? Tools like Hotjar or Microsoft Clarity offer heatmaps, session recordings, and feedback widgets.
Benefits:
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Visualise customer behaviour
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Identify friction points
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Improve site UX and conversions
6. Choosing the Right Stack Based on Your Store Size
For Small Stores:
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Shopify Reports + GA4 (basic setup)
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Meta Pixel for ad tracking
For Growing Brands:
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Add Hotjar for UX insights
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Start configuring custom GA4 reports
For Large or Enterprise Stores:
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Implement server-side tracking (Elevar or similar)
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Use BI tools like Looker Studio or Power BI for deep reporting
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Consider integrating BigQuery or Segment for unified data
Integration Tips
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Connect GA4 via the Google Channel app
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Add Meta Pixel directly in Shopify Admin
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Use apps like Analyzify or Elevar for simplified setup
Shopify also supports ShopifyQL and custom reports on higher plans, giving you more flexibility if you know what to look for.
Conclusion:
There is no one-size-fits-all approach to Shopify analytics. Your perfect setup depends on your business stage, marketing strategy, and team capabilities.
Start with what Shopify gives you, then gradually add layers of depth with GA4, marketing pixels, and UX tools. The goal is clear: track what matters, cut through the noise, and make smarter decisions that grow your store.
Not sure where to begin? Our team at Propero Consulting helps merchants build analytics stacks tailored to their unique needs. From setup to strategy, we’ve got you covered.
Let’s make your data work for you, not confuse you.