If you're running an e-commerce hustle on Shopify, you must be on point with your analytics game. Universal Analytics has officially been benched, and Google Analytics 4 (GA4) is now the starting player in the data game. Shopify's native integration for GA4 through the Google sales channel app is like having a sixth man ready to boost your analytics performance. In this breakdown, we'll walk you through setting up GA4 on your Shopify store and drop some knowledge on what this integration brings to the table.