What you get when you connect GA4
Connecting a Google Analytics 4 property to your merchant account unlocks automatic daily per-product metrics. These metrics flow into the platform and are stored against each product in your catalogue. The data you gain includes product views, add-to-cart events, purchases, quantity sold, revenue, and sessions.
This connection happens once. You select a single GA4 property per merchant account, and the platform ingests data automatically every day. Multiple GA4 properties per merchant account are not supported.
Once connected, these metrics appear throughout the Intelligence dashboard and Product Hub. You can see which products are generating views, which are converting to cart, and which are driving revenue. This granularity helps you identify underperforming products, spot trends, and make informed decisions about pricing, promotion, and inventory.
GA4 as a fallback for order data
If you do not have a connected order feed (such as Shopify, WooCommerce, BigCommerce, or file-import order data), GA4 plays a fallback role. The platform synthesises order-derived metrics from your GA4 data on a daily-bucket basis. This means order count and revenue signals are calculated from GA4 events rather than from a direct order feed.
This fallback approach keeps intelligence features working even without a true order feed. Your products still receive order-count and revenue signals that feed into performance analysis and recommendations.
However, customer-level analysis is not available via GA4 fallback data. You cannot use GA4-fallback metrics to identify repeat-purchase patterns, customer lifetime value, or cohort behaviour. These insights require a true order feed connected to the platform. If customer-level intelligence is important to your strategy, you should prioritise connecting an order feed.
Where to connect your GA4 property
GA4 property selection lives on the Connected Accounts page in the Account area. You will see a property selection card where you can choose which GA4 property to link to your merchant account.
Once connected, the GA4-derived data surfaces throughout two main areas:
- Intelligence dashboard: view aggregated per-product metrics, trends, and performance signals.
- Product Hub: see per-product metrics inline with your product listings and details.
Both surfaces update daily as new GA4 data arrives.
Permissions required
Selecting or unlinking a GA4 property requires Owner or Admin permissions on your merchant account. Standard users cannot make this change. If you need to connect or disconnect a GA4 property and do not have Owner or Admin access, ask an account administrator to do so.
What success looks like
After you connect a GA4 property, you should see the following:
- Property connection confirmed on the Connected Accounts page.
- Per-product metrics appearing in the Intelligence dashboard and Product Hub within one day of connection.
- If you do not have an order feed, order-derived signals (order count and revenue) populating via the GA4 fallback within the same timeframe.
If metrics do not appear after one day, check that your GA4 property is receiving ecommerce events (product views, add-to-cart, purchase). If your GA4 setup is not tracking these events, the platform cannot ingest them. Review your GA4 ecommerce configuration to ensure events are being fired correctly.
Once metrics are flowing, use them to:
- Identify high-view, low-conversion products that may need price adjustments or better positioning.
- Spot products with strong add-to-cart rates but low purchase completion.
- Recognise revenue drivers and allocate marketing budget accordingly.
- Monitor session trends to understand traffic patterns by product.
If you operate without an order feed and rely on GA4 fallback metrics, remember that order-count and revenue signals are synthetic and calculated daily. They provide directional intelligence but lack the precision and customer context of a true order feed.
Summary
Connecting GA4 to your merchant account gives you daily per-product visibility across views, carts, purchases, quantity, revenue, and sessions. For merchants without an order feed, GA4 also provides fallback order-derived metrics so intelligence features can still operate. Select your GA4 property once on the Connected Accounts page, and data flows automatically into the Intelligence dashboard and Product Hub. Within one day, you will see per-product metrics that help you understand what is working and what needs attention.