Slow JS Loading - causing conversion rate decline since switching to Google Channel/GA4/GTM

3 0 2

Over the summer we switched to Google's GA4 for event tracking. After missing conversion events we switched to the Shopify Google Channel (GA4 + GTM). 


Since this time (late June) we've seen a decline in conversion rates across the board.


A performance analysis of our site suggests slow loading and blocking JS is causing the site to slow down for first-time visitors. Ironically it seems the GA4 javascript loaded via Google Tag Manager is responsible for the bulk of the slow down.


Have others experienced this? Any suggested fixes?



Replies 2 (2)

Shopify Partner
8 1 2

Matic tips: dont use gtag.

Online Electronics Store
If I've helped you, feel free to give me a thumbs-up!

7 0 0

Similarly for us, gtag (Google Tag Manager) is the biggest third party offender in terms of blocking execution (taking about half a second) as reported by PageSpeed.
I downloaded the theme to be sure and there's no reference in code.
We have no Custom Pixels.
We only set it up through the "Google & Youtube" Sales Channel.

It would seem there's not much that can be done other than contacting the app's developers to ask them to load in a non-blocking way.