WooCommerce analytics ranged from basic (WooCommerce core reports) to sophisticated (WooCommerce Analytics with custom reports, Metorik, Putler). After migrating to Shopify, the reporting landscape changes: Shopify has strong native analytics (particularly from Shopify Standard upward), and Google Analytics 4 integration is straightforward. The main challenge is re-establishing your key metrics dashboards and ensuring you don't lose historical data visibility during the transition.

Shopify Analytics by plan

Plan	Analytics available
Basic ($39/mo)	Overview dashboard, finance reports, product reports, customer reports (limited)
Shopify ($105/mo)	All Basic + standard reports (acquisition, behaviour, marketing)
Advanced ($399/mo)	All Shopify + custom reports builder, advanced customer segmentation
Shopify Plus	All Advanced + ShopifyQL report queries

Key Shopify native reports

Sales reports

Sales by product, variant, channel, staff, billing location, shipping location
Gross sales, discounts, returns, net sales, taxes, total sales columns
Date range comparison: current period vs prior period — useful for tracking migration impact
Average order value (AOV) — track this weekly post-migration to confirm it's stable

Customer reports

New vs returning customers over time
Customer cohort analysis (Advanced/Plus): which acquisition month cohorts have the best LTV?
Customers by location: country, region, city
First-time vs returning customer revenue split
At-risk customers: customers who used to buy regularly but haven't recently (built-in Shopify segment)

Inventory reports

Inventory value by product and location
Days of inventory remaining
ABC analysis (Advanced): which products generate the most revenue (A items) vs least (C items)
Sell-through rate by variant

Acquisition reports

Sessions by traffic source (direct, organic search, paid search, social, email, referral)
Conversion rate by traffic source — often reveals paid social vs organic differences
Top landing pages by sessions
Shopping behaviour funnel: sessions → product page views → add to cart → checkout → purchase

Google Analytics 4 setup

Connecting GA4 to Shopify

Shopify's native Google channel includes GA4 integration — installs the GA4 tracking script via Google & YouTube channel
Alternative: add GA4 measurement ID directly via "Online Store → Preferences → Google Analytics"
Enhanced ecommerce events: Shopify sends standard GA4 ecommerce events automatically — view_item, add_to_cart, begin_checkout, purchase
Verify in GA4: DebugView → add a product to cart → confirm events firing

WooCommerce to Shopify GA4 data continuity

If you used Universal Analytics (GA3) with WooCommerce and migrated to GA4, the historical data is in two separate properties
GA4 properties retain data for 14 months by default (extended to 50 months on some plans). Universal Analytics data is frozen at July 2024.
To compare pre-migration vs post-migration performance: export key WooCommerce/GA3 metrics before migration; store as reference data. Use annotation in GA4 to mark the migration date.
Revenue discrepancy: GA4 revenue and Shopify revenue will differ slightly — GA4 includes attributed sessions, Shopify counts all channels. Neither is wrong; they measure different things. Document this for your team.

Meta pixel (Facebook/Instagram) setup

Install via Shopify's Facebook channel (Meta for Developers integration)
Shopify sends standard Meta events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase
Server-side events (Conversions API): Shopify Plus supports Conversions API for better attribution in a post-iOS14 world. On non-Plus, use a third-party pixel app or Meta's own implementation for CAPI.
Data match quality: Meta rates how well your customer data matches Meta profiles. Ensure email and phone collection at checkout to improve match quality and ad optimisation.
Deduplication: if using both browser pixel and CAPI, set the eventID correctly to prevent duplicate event counting.

Custom reports (Advanced and Plus)

Shopify Advanced includes a custom report builder — select dimensions and metrics, filter, sort
Common custom reports to recreate from WooCommerce: products with zero sales last 90 days (deadstock), revenue by SKU with margin (requires COGS metafield), customers with high LTV in last 12 months
ShopifyQL (Plus): SQL-like query language for advanced custom reports. Write queries directly in Shopify admin.
Third-party analytics: Metorik connects to Shopify and provides Metorik-style cohort, RFM, and LTV reports — similar to their WooCommerce offering. Useful if you were a Metorik user on WooCommerce.

Post-migration analytics setup checklist

Note the migration date in GA4 as an annotation
Verify GA4 ecommerce events firing: view_item, add_to_cart, purchase
Connect Meta pixel via Facebook channel; verify Purchase event firing
Set up Shopify Analytics custom reports for your key KPIs
Configure customer segments in Shopify: at-risk, high-value, new customers
Export 12-month WooCommerce historical sales data before decommissioning old store
Set up weekly revenue reporting cadence: compare week-on-week, migration week vs same period prior year
Install Metorik or similar if you need advanced cohort/LTV reporting
Verify Google Search Console: confirm Shopify's new sitemap is submitted; no critical indexing errors post-migration
Check UTM parameter handling: Shopify preserves UTMs in order attribution — verify with a test campaign

The most important analytics action in the first two weeks post-migration is not adding more tracking — it's verifying that existing tracking works correctly. Specifically: confirm the GA4 Purchase event is firing with the correct revenue value (not doubled, not null), the Meta pixel Purchase event matches Shopify order revenue within a reasonable tolerance, and Shopify's own conversion funnel shows realistic numbers (not 100% add-to-cart rate, which would indicate a tracking error). Many migrations have undetected tracking failures for weeks, making it impossible to optimise paid campaigns on accurate data. Spend the first day post-migration doing a test purchase on the new store and verifying every event fires correctly in GA4 DebugView and Meta Events Manager.

Shopify analytics & reporting after WooCommerce (2026)