Best Analytics Tool for Shopify (2026)
Google Analytics 4 (GA4) is the best analytics tool for Shopify stores because it's free, connects directly to Shopify's native integration, tracks e-commerce events automatically, and provides attribution across channels. Most stores don't need a paid analytics app—GA4 plus Shopify's built-in reports cover 90% of use cases.
Quick Answer
GA4 is the best analytics tool for Shopify because it's free, tracks all critical e-commerce events (product views, add to cart, checkout steps, purchases), and integrates natively with Shopify. Combined with Shopify's built-in sales and traffic reports, GA4 covers attribution, funnel analysis, and audience behavior without requiring a paid third-party app. Upgrade to a paid tool only if you need advanced features like server-side tracking or custom attribution models.
How We Evaluate Tools
We evaluate Shopify tools based on real use, documentation review, and comparison against direct alternatives. Our focus is on whether a tool solves a real problem for Shopify stores at a given stage—not on feature lists or affiliate commissions. Read our full editorial policy and review methodology.
Evaluation Summary
Google Analytics 4 was reviewed for how well it provides attribution and funnel visibility for Shopify stores without recurring costs. It performs well for stores running paid ads who need cross-channel attribution and e-commerce event tracking, but may feel overwhelming for operators who prefer simpler, opinionated dashboards over GA4's complex interface.
Who This Is For
- New and growing Shopify stores (0-$50k/month) that need funnel visibility and channel attribution without recurring costs
- Operators running paid ads (Google, Facebook, TikTok) who need to track ROI and optimize campaigns
- Stores that want to understand customer behavior: landing pages, product views, cart abandonment, checkout drop-off
- Teams that use Google Ads or other Google Marketing Platform tools—GA4 integrates seamlessly
Who This Is Not For
- Stores with complex multi-touch attribution needs (multiple touchpoints across weeks)—GA4's attribution is good but not enterprise-grade
- Brands needing real-time data exports to data warehouses—GA4's BigQuery export exists but requires technical setup
- Operators who find GA4's interface confusing and want a simpler, opinionated dashboard—consider Triple Whale or Polar Analytics instead
Why GA4 Wins
- Free and powerful: No monthly cost, unlimited data retention (14 months standard, 50+ months with BigQuery export), and event-level tracking for all e-commerce actions.
- Native Shopify integration: One-click setup in Shopify admin pulls e-commerce events automatically (product views, add to cart, purchases). No code required for basic setup.
- Cross-channel attribution: Track which marketing channels (organic, paid, email, social) drive conversions. See first-click, last-click, and data-driven attribution models side by side.
When to Choose Something Else
If you find GA4's interface overwhelming or need a simpler, opinionated dashboard for daily decision-making, consider:
- Triple Whale: Simplified dashboard for DTC brands, real-time profit tracking, and better mobile UX. Costs $129-399/month depending on order volume.
- Polar Analytics: Clean interface with pre-built reports for Shopify stores. Better for non-technical operators. Starts at $500/month for growing stores.
Both integrate with GA4 and Shopify, but add simplified reporting layers on top. Use GA4 first—if you outgrow it or find it too complex after 90 days, then consider paid alternatives.
Set up GA4 correctly for Shopify — Our step-by-step guide covers GA4 setup, enhanced e-commerce events, and common troubleshooting for Shopify stores.
Next Steps
- Create a free GA4 property in your Google Analytics account.
- Connect GA4 to Shopify using the native integration (Settings → Apps and sales channels → Google).
- Verify e-commerce events are tracking correctly: product_view, add_to_cart, begin_checkout, purchase.
- Set up conversion goals for key actions (purchase, email signup, high-value cart adds).
- After 30 days of data, review attribution reports to see which channels drive the most revenue.
For detailed setup instructions, see our full Shopify analytics and GA4 guide. To understand how analytics fits into your broader app strategy, check out our minimum viable Shopify app stack.