Analytics setup is one of the most critical post-migration tasks — and one most stores underestimate. WooCommerce ecommerce tracking uses specific data layer events that differ from Shopify's. Migrating without reconfiguring tracking can result in weeks of broken conversion data, lost attribution, and inability to measure migration success. Setting this up correctly before going live is essential.

GA4 e-commerce tracking on Shopify

Google Analytics 4 requires ecommerce events (view_item, add_to_cart, begin_checkout, purchase) to measure shopping behaviour. Shopify's native GA4 integration:

Install the Google & YouTube Shopify channel app (official Google app)
This app connects your Google account and automatically sends Shopify ecommerce events to GA4
Shopify Plus stores can use the "Google Tag" feature for more control over the data layer
The GA4 Measurement ID is entered in Shopify admin → Online Store → Preferences → Google Analytics

The purchase event fires on the Shopify order confirmation page — this is the conversion event that attribution reports rely on. Verify this is firing correctly immediately after going live by placing a test order.

Google Tag Manager migration

If your WooCommerce store used Google Tag Manager (GTM):

GTM container ID is the same — you keep your GTM account and container
However, WooCommerce data layer events differ from Shopify events — WooCommerce uses ecommerce.purchase, Shopify uses purchase (among other differences)
Update your GTM tags to listen for Shopify's event format
Use Shopify's "Google Tag" (Shopify Plus) or a custom data layer app (elevar, Littledata) for a clean GTM integration
Test all GTM triggers in GTM Preview mode after going live

Facebook/Meta Pixel

The Meta Pixel tracks conversions from Facebook and Instagram ads:

Install the Meta for Shopify app (handles Pixel + Conversions API)
The Pixel ID is the same as on WooCommerce — you don't need a new Pixel
Meta's Conversions API (server-side tracking) via the official app provides more reliable conversion measurement than browser-only Pixel
After migration: verify Purchase events are firing in Meta Events Manager. Check "Event Match Quality" score — aim for 7/10+

Shopify native analytics

Shopify has its own built-in analytics (different from GA4):

Sales, sessions, conversion rate, average order value — accessible in Shopify admin → Analytics
Customer cohort analysis and product performance reports available on all plans
Shopify analytics data starts from when you start using Shopify — no historical WooCommerce data
For continuity, export key WooCommerce metrics (monthly revenue, conversion rate, top products by revenue) before migration so you have a baseline for comparison

Preserving historical data context

Historical GA4 data from WooCommerce remains in your GA4 property after migration — it doesn't disappear. However:

Year-over-year comparisons will show apparent drops in the months after migration if tracking gaps occur
Add an annotation in GA4 on the migration date (Admin → Property → Annotations) to explain data discontinuity
Segment pre/post-migration periods in reports for accurate analysis

Conversion tracking in Google Ads

Google Ads conversion tracking (for PPC campaigns) must be reconfigured:

If you were tracking conversions via Google Ads tag on the WooCommerce order confirmation page, this page changes format on Shopify
Reconfigure conversion tracking using the Google & YouTube app or via GTM + GA4 imported conversions
Check Google Ads conversion status after migration day — "Unverified" or no conversions recorded indicates a tracking issue

Post-migration analytics checklist

GA4 Measurement ID added to Shopify (Online Store → Preferences)
Google & YouTube app installed for ecommerce event tracking
Test purchase placed — confirm purchase event fires in GA4 DebugView
GTM container migrated: WooCommerce data layer events updated to Shopify format
Meta Pixel confirmed firing via Events Manager (Purchase event visible)
Google Ads conversion tracking verified after first live conversion
GA4 annotation added on migration date
Baseline WooCommerce metrics exported for comparison
Shopify analytics dashboard checked: sessions and sales recording correctly

Shopify analytics and Google setup after migrating from WooCommerce (2026)