Connect Google Analytics 4 and Ecom Forward adds a dedicated traffic-and-attribution tab (Performance → Analytics). It answers the questions Shopify doesn't: where your traffic comes from, how each channel converts, and which landing pages and products are doing the work.
Connecting GA4
- Go to Settings → Stores and use the Google Analytics card.
- Click connect and sign in with the Google account that has access to your GA4 property. Approve read-only access.
- If your login can see more than one property, pick the right one.
Note
If GA4 is managed by your ads agency under their Google account, connecting with your own account will find “no properties.” The fix is to have them grant your Google account Viewer access to the property, then connect with that account.
What the tab shows
- KPI strip, users, new users, sessions, engagement, conversion rate, purchases, revenue, AOV, each with period-over-period change.
- Traffic by channel, a sessions + revenue trend, and a behaviour funnel (page views → cart → checkout → purchase).
- Top products, top landing pages, and audience breakdowns (device, new vs returning, countries).
- Blended revenue by channel, your real Shopify sales split across channels by GA4's attribution, which beats GA4's own (under-counted) per-channel revenue.
Why GA4 reads lower than Shopify
This is expected, not a bug. GA4 can't see visitors who decline tracking or block cookies, so its revenue and order counts run 10-40% below Shopify (more on cookie-banner or mobile-heavy stores). Shopify stays your source of truth for revenue. GA4's value is the relative picture, channel mix, where the funnel leaks, which landing pages convert, which it measures consistently. The tab says this up front so the gap never surprises you.