GA4

Overview

Connect Shoplift to Google Analytics 4 (GA4) to analyze your A/B test performance alongside your existing analytics data. Once configured, Shoplift automatically sends an experience_impression event to GA4 each time a visitor enters a test, and creates audiences for each test variant so you can segment your reporting.

This integration enables you to compare test variants across any GA4 metric—including revenue, engagement, and custom conversions—using GA4's powerful Explorations feature.

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Which Integration Method Should I Use?

The right setup depends on how your store currently sends data to Google Analytics. Answer the question below to find your guide:

How is Google Analytics installed on your Shopify store?

→ I use Google Tag Manager (GTM)

This is the recommended integration method. GTM provides the most reliable data flow and gives you full control over your analytics implementation.

Set up with Google Tag Manager (recommended)

→ I use Elevar

Elevar manages your data layer through GTM, so you'll follow a similar process to the GTM method with a few Elevar-specific adjustments.

Set up with Elevar

→ I use the Google & YouTube Sales Channel (Shopify's built-in integration)

This method works but may result in data discrepancies between Shoplift and GA4 due to how Shopify passes events. If you notice inconsistencies in your data, we recommend switching to Google Tag Manager for more reliable tracking.

Set up with Google & YouTube Sales Channel

→ I use Littledata

Good news—follow the Google & YouTube Sales Channel instructions below. No additional configuration is required for Littledata.

→ I'm not sure

Check your Shopify admin: go to Online Store → Preferences and look for your Google Analytics connection. If you see the Google & YouTube sales channel connected, use that method. If you manage analytics through an external tag manager, use the GTM or Elevar guide.

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What Gets Sent to GA4?

When the integration is active, Shoplift sends the following to your GA4 property:

Data	Description
experience_impression event	Fires when a visitor is assigned to a test variant
exp_variant_string parameter	Contains the test and variant identifier for segmentation
Audiences	Automatically created for each test's control and variant groups

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Disconnecting the Integration

To disable the GA4 integration, navigate to Settings → Integrations in Shoplift and click Disconnect next to Google Analytics. This stops Shoplift from sending new events to GA4, but does not delete any existing audiences or historical data in your GA4 property.

Note: Audiences created by Shoplift will remain in your GA4 property after disconnecting. You can manually delete these from Admin → Audiences in Google Analytics if needed.