I manage a number of large retailers through Shopify and use Universal Analytics to confirm results, work with Google Ads and Meta ads. Universal Analytics has been instrumental in creating reports and assisting my clients.
For all of my Shopify stores, the percentage of error from Shopify to GA4 in revenue terms is well outside an acceptable tolerance of error. For some stores as much as 40% of the revenue is lost between Shopify and GA4.
Even with accepting cookie denial, we were experiencing within 5% difference before we activated the native Shopify tracking to GA4. Now both GA4 and UA are experiencing errors with this data. In some stores the difference is as much as €70k in one month.
Given that our ads run back on information and signals that are now running from GA4 to Google Ads, this is going to send signals that ads aren’t performing and converting, and mean we don’t have one source of truth for the data.
Are there any improvements being worked on that will help this gap in revenue to close, or does anyone have any suggestions? I’m loathed to pay for other apps for Shopify when the Shopify connection should natively work itself.
Thanks in advance.