Why Google Analytics 4 Is Not Tracking Shopify Sales – Troubleshooting Guide (2025)

Meta Title: GA4 Not Tracking Shopify Sales? Fix It Fast (2025 Guide)
Meta Description: Google Analytics 4 not tracking Shopify purchases? Learn the top reasons GA4 fails to track sales and how to fix it for accurate eCommerce reporting.

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🛑 Introduction

You've connected Google Analytics 4 (GA4) to your Shopify store—but your sales aren't showing up in reports. No revenue, no conversions, and definitely no purchase data. Sounds familiar?

This is a common issue many Shopify store owners face, especially with the shift from Universal Analytics to GA4. But the good news is: it’s usually fixable.

In this 2025 guide, we’ll walk you through the exact reasons GA4 isn’t tracking your Shopify sales and how to troubleshoot each step for clean, accurate data.

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⚠️ Common Reasons GA4 Isn’t Tracking Shopify Sales

1. ❌ GA4 Not Properly Installed

If GA4 isn't installed using the correct method, tracking breaks.

Fix:

• Use Shopify’s native Google & YouTube channel app for easy GA4 integration.

• Or, install GA4 manually using Google Tag Manager (GTM).

2. 🔁 Using Universal Analytics Instead of GA4

Many stores still have UA tags, which no longer collect data as of July 2023.

Fix:
Make sure your GA4 property ID looks like this: G-XXXXXXX.
If you’re using UA-XXXXX, you’re tracking with the old version.

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🛠️ How to Fix GA4 Not Tracking Shopify Sales – Step-by-Step

✅ Step 1: Verify GA4 Installation on All Pages

Use Google Tag Assistant or GA4 DebugView to ensure the GA4 tag fires on:

• Product pages

• Cart

• Checkout

• Order confirmation page (most important)

If it’s not firing on the “Thank You” page, GA4 won’t see purchases.

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✅ Step 2: Check GA4 eCommerce Settings

Make sure eCommerce tracking is enabled in your GA4 property.

Steps:

1. Go to Admin → Data Streams

2. Click on your web stream

3. Scroll to Enhanced Measurement

4. Make sure it’s enabled

5. Click "Configure Tag Settings" → "Show All" → "Events"

6. Ensure purchase and begin_checkout events are listed

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✅ Step 3: Use the Correct “Thank You Page” Script

GA4 requires a purchase event on the thank you page to track sales.

If using manual setup (via GTM):
Use a trigger that fires only on pages where the URL contains:

/checkout/thank_you

And set a purchase event like:

gtag('event', 'purchase', {
  transaction_id: '{{order_id}}',
  value: {{total}},
  currency: 'USD',
  items: [...]
});

Shopify Plus stores can edit this directly in checkout.liquid. For non-Plus, use Shopify’s native GA4 setup or an app.

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✅ Step 4: Use Shopify’s Google Sales Channel App

This is the most recommended way to add GA4 to Shopify in 2025.

Steps:

1. Go to Shopify Admin → Sales Channels → Google & YouTube

2. Connect your Google Account and GA4 property

3. It will automatically inject all events (including purchases)

You don’t need manual coding with this method, and it works even on non-Plus stores.

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✅ Step 5: Check for Duplicate Tracking

Multiple GA4 tags = inflated sessions, broken conversion data.

How to check:

• Use Chrome → Inspect → Network → filter by “collect”

• If you see more than one GA4 tag firing, remove duplicates

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✅ Step 6: Confirm Purchases in GA4 Reports

Go to:

• Reports → Monetization → Ecommerce Purchases

• Or use Explore → Free Form → Event Name = Purchase

If it’s blank:

• Check DebugView while test-purchasing

• Make sure the purchase event has the correct parameters

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🧪 Bonus: Use GA4 DebugView for Real-Time Testing

1. Open your site in Incognito mode

2. Go to GA4 → Admin → DebugView

3. Complete a test purchase

4. Watch for the purchase event to fire

If you don’t see it, your tag is broken or misconfigured.

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🧠 Pro Tips for Cleaner GA4 Tracking on Shopify

• ✅ Use GTM for maximum flexibility

• ✅ Use the Google & YouTube app for simplicity

• ✅ Double-check tags on “Thank You” page

• ✅ Avoid using both UA and GA4 together

• ✅ Enable Enhanced Conversions for better accuracy

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❓ FAQs

Q1. Can I track Shopify checkout steps in GA4?
Yes, via custom events in GTM or using the Google Sales Channel app, which includes begin_checkout, add_payment_info, and more.

Q2. Why is revenue showing as 0 in GA4?
It means the purchase event fired without value, or tracking didn’t happen on the thank you page.

Q3. Do I need Shopify Plus to install GA4?
No. GA4 works even on Basic Shopify plans if you use the Google Sales Channel app or third-party apps.

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✅ Final Thoughts

If GA4 isn’t tracking your Shopify sales, you’re flying blind with your eCommerce data. But now you know exactly how to fix it:

• Install GA4 correctly

• Track the purchase event on the thank you page

• Avoid duplicates

• Use DebugView to test

Want expert help setting up GA4 + Shopify?
Get in touch with RootSyntax – we specialize in data-driven eCommerce analytics that actually work.