How to Connect Shopify to GA4 Without Google Tag Manager Using Native Events

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Shopify's Google & YouTube sales channel can send the full GA4 ecommerce event set natively in minutes, eliminating the need for Google Tag Manager. However, browser-side data loss from ad blockers, iOS tracking prevention, and ITP can cause GA4 purchase counts to fall short of actual Shopify orders. To close this gap, developers recommend adding a server-side purchase event that sends data to GA4 via the Measurement Protocol through a Shopify webhook. Setting up the integration requires creating a GA4 property with matching timezone and currency, then connecting it through the Shopify Google & YouTube channel using the same Google account that owns the property. Additional best practices include extending data retention to 14 months on day one and enabling Enhanced Measurement, since the default two-month retention window prevents year-over-year analysis.

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