top of page

Using Google Analytics 4 for Shopping Campaign Insights: What Really Matters

  • Writer: Flomaticx
    Flomaticx
  • Jun 2
  • 3 min read

Why Google Analytics 4 for Shopping Campaign Insights Matters


In the ever-evolving world of e-commerce, tracking performance is more complex—and more critical—than ever. While Google Ads provides essential campaign data, Google Analytics 4 (GA4) delivers the deeper behavioral insights that reveal what truly drives sales, ROAS, and long-term customer value.


If you’re running Shopping campaigns and not leveraging GA4 effectively, you’re leaving money on the table. This guide breaks down how to use Google Analytics 4 for Shopping Campaign Insights—what to track, how to interpret the data, and how to use those insights to scale smarter.



Step-by-Step: How to Use Google Analytics 4 for Shopping Campaigns




1. Set Up Proper GA4 Tracking (Including eCommerce Events)



To unlock Shopping campaign insights in GA4, you first need the right setup:


  • Install GA4 using Google Tag Manager (recommended).

  • Enable Enhanced Measurement and configure eCommerce tracking with events like:


    • view_item_list

    • view_item

    • add_to_cart

    • begin_checkout

    • purchase


For Shopify or WooCommerce, use plugins or data layer solutions that push these events into GA4 cleanly.



Screenshot of a list of Google Analytics GA4 events in a tag manager interface. The events listed are: • “GA4 Begin Checkout” with the tag labeled “Bagin Checkout Event” • “GA4 | Purchase” with the tag labeled “Purchase” • “Add Shipping Info” with the tag labeled “Add Shipping Info” • “GA4 | Form Submission” with the tag labeled “GA4 | Form Submission” and an eye icon indicating it is being previewed or active • “GA4 | Add Payment Info” with the tag labeled “GA4 | Add Payment Info” Each event is associated with Google Analytics: GA4 Event type and has orange or blue tag icons next to them.
Example of GA4 Tracking For E Commerce


2. Connect Google Ads to GA4


To attribute Shopping campaign data properly:


  • Link your Google Ads account with your GA4 property.

  • Enable auto-tagging in Google Ads.

  • Import GA4 conversion events like purchase or generate_lead into Google Ads for better optimization.


Now your Shopping traffic will show up under acquisition reports, giving you visibility into pre-click and post-click behavior.




3. Analyze Shopping Campaign Performance in GA4


Use these GA4 reports to uncover hidden insights:


a. Traffic Acquisition Report


  • Filter by Session Source / Medium (google / cpc) and Campaign.

  • Segment by Shopping campaign names (if UTM-tagged or imported via Google Ads).

  • Look at metrics like Engagement Rate, Avg. Engagement Time, and Conversions.


b. E-commerce Purchases Report


  • Navigate to: Monetization > E-commerce purchases.

  • Track which product IDs were viewed, added to cart, and purchased.

  • Combine this with source / medium to see how Shopping traffic converts on individual product pages.

c. User Explorer + Path Exploration


  • Use User Explorer to track individual behavior for high-ticket conversions.

  • Build Path Explorations to analyze where Shopping users drop off and which pages drive post-click engagement.



4. Track POAS & High-Value Customer Behavior


GA4 allows custom dimensions—use them. Feed in:


  • POAS (Profit On Ad Spend) as a custom metric.

  • Customer LTV from your CRM.

  • Purchase frequency or repeat purchase windows.


These help you understand not just what campaign brought the click, but what campaign brought the profit.




Fashion Brand Using GA4 to Scale Shopping Ads


A Shopify-based fashion brand running €3k/month in Shopping ads wanted to increase ROAS. Using GA4:


  • They identified that mobile Shopping traffic had lower conversion rates but higher repeat purchase rates.

  • They segmented Shopping campaigns by device.

  • Scaled desktop Shopping for immediate ROAS.

  • Retargeted mobile traffic with loyalty offers and saw a 32% lift in total revenue.


This wouldn’t be possible using Google Ads alone—GA4 unlocked the “why” behind the clicks.



Conclusion: Google Analytics 4 for Shopping Campaign Insights is a Game-Changer


If you’re serious about scaling your Shopping campaigns, Google Analytics 4 is non-negotiable. It provides a 360-degree view of user behavior—before and after the click—and helps you go beyond ROAS to focus on POAS, LTV, and high-intent paths.


Want to squeeze more revenue out of your Shopping spend?


Contact Flomaticx today we’ll help you set up, segment, and scale your Shopping campaigns using GA4 insights that truly matter.



bottom of page