How to track ad performance in GA4
To track ad performance in Google Analytics 4, connect Shopify to GA4 through Shopify's Google & YouTube app, tag ad links with UTM parameters, link Google Ads, and use GA4's traffic acquisition and conversion reports to compare channels.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Connect GA4 through Shopify's Google app.
- Use UTM tags on every non-Google ad link.
- Compare channels with a consistent attribution view.
In this guide:
Connect GA4
Set up GA4 through the Google & YouTube app so purchases are tracked.
UTM tags
Add utm_source, utm_medium and utm_campaign to Meta, TikTok and email links.
Reports
Use Traffic acquisition and Advertising reports to compare revenue by channel.
Different numbers
GA4, Meta and Shopify report differently. See why.
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