Shopify Analytics vs Google Analytics 4: Is your store data different across platforms? Here are 5 reason why (and how to fix it)

Ever wonder why the numbers in Shopify Analytics never quite line up with what you see in Google Analytics 4 (GA4)? You’re not alone (evidence below). This is one of the most common frustrations among Shopify merchants. Especially after Black Friday, during which data flow was record-breaking, your data might be all over the place. You’re tracking the same store, the same customers, and the same sales, so why do the reports look so different?

The short answer: both platforms collect and process data in different ways. From how they count unique visitors to how they handle privacy settings, there are several reasons why these discrepancies show up.

The good news? Once you understand what’s happening behind the scenes, you can stop stressing over the mismatched numbers and start focusing on trends that actually matter to your business. In this article, we’ll break down the top five reasons why your Shopify and GA4 data aren’t matching and what you can do about it.

1: Shopify Analytics and GA4 count data differently

Shopify Analytics and Google Analytics 4 (GA4) count things like page reloads, sessions, and unique visitors in completely different ways, which is why your numbers might not be matching up. For example, Shopify might count every single page reload as a new interaction - when someone refreshes a page a few times, it could count them as multiple visitors or sessions. This can make your numbers look higher than they actually are, especially on busy pages like your product listings or checkout.

GA4, on the other hand, groups all the actions a user takes within a specific time frame (usually 30 minutes) into one session. It also ignores multiple page refreshes or repeat visits within that session, so it doesn’t inflate your data. This means GA4 usually reports fewer sessions or unique visitors than Shopify, but the numbers are often more accurate.

Thankfully, there are a few things you can do to minimize differences and better understand your data even if it is not a 100% matching up across platforms. Here is our advice:

• Research & understand how each platform defines and measures key metrics by reviewing their documentation. To make things easier for you, we’ve included links to the resources that explain how Shopify and GA4 handle their data and metrics:‍

-> Shopify Metrics Library‍

-> [GA4] Analytics dimensions and metrics

• Understand your aggravated data. When reviewing your results, pay attention to trends, seasonal patterns, and noticeable peaks or lows, rather than worrying about the exact numbers. If a trend appears consistently across both tracking platforms, it’s likely reliable and can be confidently used for decision-making.

• Configure enhanced measurement settings in GA4 to capture more granular data, and compare metrics that align together closely, such as unique purchases. This is how to do it:
  ‍
  1.  Login into your GA4 account
  2. In Admin, under Data collection and modification -> Data streams.
  3. Choose your data stream.
  4. Under Enhanced measurement, slide the switch On to enable all options.

Let’s explore some other possible data blockers.

2: Users have an Adblocker, VPN, or use a special browser

Online users have the freedom to choose how they browse the web. Many opt for more private and advanced tools, such as browsers or software designed to block tracking entirely. This often includes blocking analytics platforms like GA4, making it difficult to collect data from these users. 

Adblockers, VPNs, and privacy-focused browsers like Brave or DuckDuckGo can interfere with the collection of analytics data. This means, you are not receiving all user data on your side. 

There’s not much you can do to prevent this, and honestly, it’s not worth investing resources to try. Some users will always prioritize a private browsing experience, and that’s their choice and one that should be respected. What truly matters is that they’ve decided to visit your store and make a purchase, even if their data doesn’t show up in your reports.

3: Your data is being reported in different Time Zones

Shopify Analytics and GA4 could be using different default time zones for reporting. Shopify Analytics data aligns with your store’s time zone, while GA4 typically uses UTC (Coordinated Universal Time). This difference can result in mismatched daily or hourly metrics.

This won’t solve all data differences but it surely is important to make sure you are comparing data from the same time frames. Also, it is super easy to align your reporting time zones:

• First, check your store’s settings in Shopify. Here is a link to Shopify’s steps on how to do so.
• Then, in GA4, update the Time Zone Setting under Property Settings to match your Shopify store.

Make sure to use consistent date ranges and time zones when generating your data reports later on as well.

4: Shopify Apps for Subscription, Upsell, Checkout + Custom Page Builders

It is the most common thing to upgrade your Shopify core store with additional apps so it works best in your favor. Unfortunately, sometimes customizations from third-party apps can interfere with analytics tracking. 

The reason is they can create a separate page from your store which requires a special tracking setup so data from it can show up in your reports. It is possible you missed this piece of information. Providing this integration for all elements may not be as easy as it seems, and oftentimes you cannot properly track the data on these pages in your Google Analytics account.

The best thing you can do is explore all your installed third-party apps on your store and understand their impact on analytics. Consult the app's documentation or support to guarantee proper integration, and seek help setting up tracking.

5: Your Cookie Banner isn’t doing a good job

Cookies play a critical role in tracking user activity and generating valuable analytics for online stores. They work by storing small bits of data on a user’s device as they browse, helping merchants understand key metrics like session counts, page visits, and user behavior. However, cookies are also heavily regulated by privacy laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), to name a couple. 

This means that in regions like the European Economic Area (EEA) and the UK, Shopify merchants must first get explicit consent from users before placing non-essential cookies (like those for analytics or marketing). If visitors choose NOT to accept cookies, you’ll lose access to some or all of their data which affects your count accuracy.

For online merchants, this leads to two big challenges:

• Reduced customer behavior data due to declined cookie consent.
• Potential underreporting of key performance indicators (KPIs) compared to regions that don’t require consent.

Okay, so what can you do about it?

You have a few options to tackle this problem.

1. Use region-specific Cookie Banners.

A clear, user-friendly cookie banner is your first line of defense. It guarantees compliance with regional laws, helps you gather more accurate data, and provides flexibility to target the right users in the right locations. 

By showing the cookie bar only where it’s legally required, you can collect more data from regions without strict privacy laws. This means you're not unnecessarily limiting data collection in countries where consent isn't mandated. For example, visitors from regions outside the EU or California might see a simple banner or no banner at all, allowing you to track their interactions more freely.

2. Inform visitors why you’re collecting data and how it benefits them.

People are more likely to trust your store and provide consent if they understand why their data is being collected and how it benefits them. For instance, you could explain that tracking helps you improve their shopping experience by showing relevant products, saving their preferences, or speeding up the checkout process.

Give users clear and easy-to-understand options for managing their consent, such as buttons for "Accept All," "Reject All," or "Preferences" on your Cookie Banner. Also, provide some light-hearted statement to encourage opt in rates, like this one:

3. Make it pretty.

Style your cookie bar to align with your store’s theme. Use fonts, colors, and buttons that match your brand identity, ensuring it looks like an intentional part of your website rather than a generic add-on.

Also, use contrasting colors that stand out against your background. For instance, if your website uses light tones, a darker cookie bar with bold text will ensure visibility.

Lets not forget about your mobile visitors. Design a responsive cookie bar that fits neatly on smaller screens without taking over the entire display.

4. Take Advantage of Consent Mode in GA4

Consent Mode is a feature in Google Analytics 4 (GA4) that adjusts how data is collected based on what your visitor clicked on the cookie bar. If a user accepts cookies, GA4 collects detailed data as usual, but if they decline, it switches to gathering anonymized, aggregated data instead.

This allows you to track key metrics like total visits or conversions without violating privacy laws. To set it up, you’ll need to integrate your cookie banner with GA4 so that consent choices are communicated properly.

5. Rely on an outside solution to do it all for you

While Shopify provides basic tools for managing cookie consent, achieving full compliance and collecting detailed, actionable data often requires a more advanced solution. As you’ve seen throughout this article, there are many factors at play - regional laws, user preferences, and tracking challenges. That’s where third-party cookie management apps come in. Such apps go beyond Shopify's native capabilities, giving you the flexibility and features you need to manage consent effectively.

Here at Consentmo, that’s exactly what we provide - a cookie management app built specifically for Shopify stores. Here’s how we make life easier for merchants:

• Compliance with Global Privacy Laws
• Customizable Cookie Banners
• Google Consent Mode Integration
• Detailed Consent Insights
• Enhanced Peace of Mind

In short, our solution helps you fight data mismatches + keeps your store 100% compliant. It’s an investment in your business that pays off through better analytics, improved customer trust, and fewer headaches when it comes to privacy management.

Conclusion

Understanding the discrepancies between Shopify Analytics and GA4 is the first step to making more informed decisions about your store's performance. While the numbers may never match perfectly, focusing on trends, setting up proper configurations, and optimizing tools like cookie banners can help you get the insights you need.

Remember, the goal isn’t to fixate on exact data but to uncover meaningful patterns and make improvements. Whether it’s aligning time zones, tailoring your cookie banner, or using third-party solutions like Consentmo, these steps ensure your analytics work for you—not the other way around.

Also, speaking of store data, did you check out our previous detailed article on Shopify Analytics?