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Expert Answer • 2 min read

How do I calculate conversion rate correctly in Shopify vs GA4?

As an e-commerce business owner, I'm struggling to understand the discrepancies between conversion rate calculations in Shopify and Google Analytics 4. I've noticed significant differences in the reported numbers, which makes it challenging to accurately assess my store's performance. I need a clear, step-by-step explanation of how each platform calculates conversion rates, what metrics they use, and how I can reconcile these differences to get a true picture of my store's conversion performance.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Conversion rate calculation varies between Shopify and GA4 due to different tracking methodologies. Shopify uses completed orders divided by sessions, while GA4 uses completed purchases divided by unique users, leading to potential discrepancies in reported rates.

Complete Expert Analysis

Comprehensive Conversion Rate Calculation Guide

Understanding how different platforms calculate conversion rates is crucial for accurate performance analysis and strategic decision-making.

Conversion Rate Calculation Breakdown

PlatformNumeratorDenominatorCalculation Method
ShopifyCompleted OrdersTotal Sessions(Orders / Sessions) × 100%
GA4Completed PurchasesUnique Users(Purchases / Unique Users) × 100%

Key Differences Explained

Shopify Conversion Rate Calculation

  • •Based on total store sessions
  • •Includes multiple visits from same user
  • •Typically shows higher conversion rates

GA4 Conversion Rate Calculation

  • •Based on unique users
  • •Counts conversion per unique user
  • •Generally shows lower conversion rates

Reconciliation Strategies

Shopify Optimization

  • ✓Track sessions vs. unique visitors
  • ✓Monitor repeat visit conversion rates
  • ✓Analyze session-to-order ratio

GA4 Optimization

  • ✓Configure custom conversion events
  • ✓Set up user ID tracking
  • ✓Create comparative conversion funnels

Calculation Formula

Conversion Rate = (Number of Conversions / Total Visitors) × 100%

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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