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How To Set Up Google Analytics 4 For Your BigCommerce Store

April 12, 2024
Written and researched by experts at AvadaLearn more about our methodology

By Sam Nguyen

CEO Avada Commerce

Google Analytics is a crucial tool for understanding how visitors interact with your website, enabling business owners to make data-driven decisions. The latest version, Google Analytics 4 (GA4), offers enhanced features and capabilities. Integrating GA4 with your BigCommerce store will help you gain a comprehensive view of your business performance.

In this blog post, we’ll guide you through the steps to integrate GA4 with your BigCommerce store.

5 Steps To Connect Google Analytics 4 To Your BigCommerce Store

Step 1: Review The Requirements

Some requirements must be met to add Google Analytics 4 to your BigCommere store:

  • You must have the Manage Web Analytics permission enabled on your user account. 
  • If you don’t already have one, set up a Google Analytics account. Consider creating separate accounts for each storefront if you manage multiple shops.
  • You will need a GA4 Measurement ID to integrate GA4 with your BigCommerce store.
  • You can create an API Secret (Optional) in Google Analytics to track refunds, which can provide deeper insights into customer behavior.
  • Your storefront needs to be running a Stencil theme
  • The integration is only compatible with BigCommerce storefronts. Headless storefronts are not supported.
  • Your store must use Optimized One-Page Checkout. Legacy and Custom Checkouts are not supported.

Step 2: Add Your Google Analytics 4 Property

If this is your first time setting up analytics for your store, refer to Google’s documentation on how to set up Analytics for a website and/or app to get started with GA4. This guide provides detailed instructions and tips to ensure a smooth setup process. When setting up, choose the following options:

  • Select Web as the data stream type.
  • Keep the enhanced measurement enabled (Recommended)
  • You can skip Set up data collection for websites; the integration will add the tag automatically.

If your store is using Universal Analytics, you should refer to Google’s documentation on adding a Google Analytics 4 property to a site that already has Analytics. Make sure to keep the option “Enable data collection using your existing tags” enabled to continue gathering data without any interruptions.

Step 3: Obtain GA4 Measurement ID

The next step is to locate your Measurement ID. Go to Admin › Data Streams and click on your storefront’s stream. Make sure you’ve selected the appropriate account and property at the top of the screen.

Obtain GA4 Measurement ID

Step 4: Set up Google Analytics 4 in Your BigCommerce Store

  • Go to Settings › Data Solutions. If you’re using Multi-Storefront, go to Channel Manager › Storefront Name › Data Solutions and click Connect next to Google Analytics 4.
Go to Settings and Data Solutions
  • Click Connect next to Google Analytics 4.
Click Connect next to Google Analytics 4
Enter your Google Analytics Measurement ID and click Connect

Step 5: Check Your Tracking And Reports

Once your Google Analytics is connected to your store, you can use the Realtime or DebugView reports to verify that data is being collected from your store. Be aware that some reports may take 24 to 48 hours to process the data from your store, so you might not see immediate results in those reports.

Why Should Bigcommerce Store Owners Use Google Analytics 4?

Here are some key advantages of integrating your BigCommerce store with Google Analytics 4:

  • Enhanced User Tracking Across Platforms and Devices:

GA4 provides a more unified view of how users interact with your store across different devices and platforms. This is crucial for understanding the customer journey that may start on one device and conclude on another.

  • Improved Data Collection and Analysis:

GA4 uses an event-based data model, which is more flexible than the session-based model used in Universal Analytics. This allows for more comprehensive and granular data collection, enabling store owners to track specific interactions more accurately, such as clicks, page views, or item purchases.

  • Advanced Machine Learning Insights:

GA4 incorporates Google’s advanced machine learning technologies to automatically identify trends and provide predictive insights. For example, it can predict revenue from particular customer segments or calculate churn probability, helping store owners make proactive decisions.

  • Better Customization and Control:

The new analytics platform allows for greater customization in reporting. Users can create and modify reports to focus on the data that matters most to their business, enhancing the decision-making process with tailor-made insights.

  • Enhanced Visualization of User Engagement:

GA4 offers improved visualization tools that make it easier to understand data at a glance, including more intuitive dashboards and user-friendly interfaces that can display complex datasets comprehensibly.

Bottom Line

Following the step-by-step guide outlined in this article, you can easily set up the integration and begin tracking customer behavior on your BigCommerce store using GA4 to enhance your store’s performance.


Yes. BigCommerce supports the integration of Google Analytics, including Google Analytics 4 (GA4). BigCommerce store owners can use GA4's advanced features to gain deeper insights into their customers' behavior and improve their online business strategies.

To integrate Google Analytics 4 with your BigCommerce account, follow these steps:

  • Log into your BigCommerce account.
  • On the left-hand menu, click on Settings.
  • Scroll down to the Advanced section.
  • Select Data Solutions.
  • In the Web Analytics section, find Google Analytics 4.
  • Click Connect.

GA4 allows you to track specific interactions, such as clicks, form submissions, or transactions, by configuring custom events in your GA4 property or using Google Tag Manager to handle more complex tracking setups.

Yes, Google Analytics 4 (GA4) is free to use. BigCommerce store owners can integrate GA4 with their stores without any additional cost from Google for the basic analytics features.

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.