Shopify Analytics files a large share of paid traffic as direct, hides upper-funnel contribution behind last-touch attribution, and discards the click identifiers that would reveal the true source. GA4 recovers most of this lost attribution automatically. This guide explains why GA4 outperforms Shopify for channel reporting and how to build a practice that uses each tool for what it measures well.
Getting Accurate Channel Attribution on Shopify Using GA4
