Revenue by UTM source (so you know which ads actually drive sales)?
Customer LTV cohorts (are January buyers still buying in July)?
If the answer to any of these is ‘no’, your GA4 setup is giving you vanity metrics, not business intelligence.
Step 1: Fix Your Data Layer (15 Minutes on Shopify)
On Shopify, GA4 ecommerce tracking is built-in but incomplete. Here’s what you need:
Enable GA4 in Shopify — Settings → Customer events → Connect Google. This gives you basic page_view, view_item, add_to_cart, begin_checkout, and purchase events.
Add Google Tag Manager (GTM) — For custom events beyond Shopify’s defaults. Install via a custom pixel in Customer events.
Set up enhanced ecommerce events — view_item_list (collection pages), select_item (product click), add_shipping_info, add_payment_info. These fill gaps in your funnel.
Add UTM parameters to ALL ad links — Every Meta ad, Google ad, WhatsApp link, and email should have utm_source, utm_medium, and utm_campaign. Without these, GA4 lumps everything into ‘direct’.
Step 2: Configure Key Events (Conversions)
In GA4, mark these events as key events (formerly ‘conversions’):
Event
What It Tracks
Why It Matters
purchase
Completed order with revenue
Your north star metric
add_to_cart
Product added to cart
Measures product interest
begin_checkout
Started checkout process
Identifies checkout friction
generate_lead
WhatsApp click, form fill, email signup
Measures non-purchase conversions
view_item
Product page view
Measures product discovery
Step 3: Build Reports That Matter
Report 1: Revenue by Traffic Source
Go to Reports → Acquisition → Traffic acquisition. Add ‘Session source/medium’ as primary dimension. This tells you which channels drive actual revenue, not just traffic.
Report 2: Funnel Analysis
Go to Explore → Funnel exploration. Set up steps: view_item → add_to_cart → begin_checkout → purchase. This reveals where customers drop off. If 70% drop between add_to_cart and checkout, your shipping costs or checkout UX need fixing.
Report 3: Cohort Retention
Go to Explore → Cohort exploration. Group by first_purchase month. Track purchase events over 90 days. This shows whether your customers come back — the single most important metric for D2C profitability.
Common GA4 Mistakes in Indian D2C
Not filtering internal traffic — Your team browsing the site inflates session data. Set up IP filters in GA4 Admin → Data streams → Configure tag settings.
Ignoring cross-device tracking — Indian customers often browse on mobile and buy on desktop (or vice versa). Enable Google Signals for cross-device reporting.
Not connecting Google Ads — Link GA4 to Google Ads for conversion import. Without this, Google Ads optimizes on clicks, not purchases.
Missing server-side tracking — GA4’s client-side tracking misses 15-25% of events due to ad blockers and iOS restrictions. Set up server-side GTM for accurate data.
Too many custom events — Track what you’ll act on. 10 well-configured events beat 50 events nobody looks at.
Need Help With Analytics Setup?
At Growww Tech, we set up GA4, GTM, and conversion tracking for Indian D2C brands. If your analytics aren’t giving you actionable insights, let’s fix your measurement stack.
