Installing Enhanced Ecommerce Tracking on your Shopify Store

Enhanced ecommerce tracking setup on a shopify store can get bit tricky, depending upon the level of your expertise.

In this article I will show you, how to correctly install enhanced ecommerce tracking with and without Google Tag Manager on your Shopify store.

Whether or not you use Google Tag Manager, the whole process of setting up enhanced ecommerce tracking on your Shopify Store is still the same.

Follow the steps below:

Step-1: Make sure that Google Analytics is correctly installed on your website via Shopify (as explained in this article: How to correctly set up Google Analytics for Shopify Store). Otherwise you won’t be to install enhanced ecommerce tracking.

Step-2: Login to your Google Analytics account and then navigate to the ‘All Website data’ view (or any other view where you want to collect the enhanced ecommerce data).

Step-3: Navigate to the ‘Admin’ section of your Google Analytics view and then click on ‘Ecommerce Settings’ under the ‘View’ column:

Step-4: Set your ecommerce settings like the one below:

Note: If you skip Step-4, then your Google Analytics view won’t collect any enhanced ecommerce data coming from Shopify.

Step-5: Leave the ‘checkout labelling’ settings intact. This is because Shopify does not support ‘checkout labelling’ for enhanced ecommerce:

Note: With Shopify Enhanced Ecommerce tracking, your ‘Checkout behaviour Analysis’ report won’t work.

Step-6: Click on the ‘Submit’ button. Your Google Analytics view is now ready to receive enhanced ecommerce data.

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Step-7: In order to understand the checkout behavior of your shopify store, you would need to set up Sales funnel in Google Analytics like the one below:

Shopify generate following virtual pageviews for each checkout step:

Customer Information






Order Review


Thank you


So these virtual pageviews can be used as funnel steps in Google Analytics (provided Google Analytics cross domain tracking is correctly working between your website and the Shopify checkout website:

If you are new to Sales funnel in Google Analytics then read this article: Google analytics goals and sales funnel – Complete Guide

Step-8: Login to your shopify store with Admin/full access and then click on ‘Preferences’ under the ‘Online Store’ drop down menu:

Step-9: Scroll down to the ‘Google Analytics Section’ and then check the box ‘Use Enhanced Ecommerce’:

Step-10: Click on the ‘Save’ button. 


That’s it. Enhanced ecommerce tracking is now installed on your Shopify store.

Note: Do not use Google Tag Manager to install Enhanced Ecommerce tracking on your Shopify Store. Enhanced ecommerce tracking is built into shopify and it does not use GTM or its data layers to deploy the tracking. So even if you try to use data layers for enhanced ecommerce, Shopify won’t use it.

Step-11: Once a new order has been placed on your website and couple of minutes (10 or more minutes) have elapsed then navigate to ‘Shopping Behavior Analysis report‘ (under ‘Conversions’ > ‘Ecommerce’) in your Google Analytics view:

You should now be able to see the ecommerce data like the one below:

Step-12: Now navigate to ‘Funnel Visualization’ report (under ‘Conversions’ > ‘Goals’):

Step-13: Select the goal you created earlier (in order to understand the checkout behavior of your shopify store) from the ‘Goals’ drop down menu:

Step-14: Now look at the funnel visualization report and find drop offs from one funnel step to the next:


Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

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You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

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The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

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Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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