Upgrading Google Analytics

A retail brand in NYC needed to upgrade their GA from Universal Analytics to GA4 on their Shopify store.

I explored the Google Analytics implementation to understand the existing goals and the native Shopify integration with UA.

I created a new container and tag in GTM. At that time, Shopify did not have a native integration with GA4. I then installed the container in the Shopify theme.

I set up events in GA4 corresponding to the existing goals in UA.

Customers are taken to a different domain outside Shopify to book an appointment. I set up cross-domain measurement to link the customer's activity on Shopify and the appointment software.