Analyzing user behavior on e-commerce websites plays an important role in evaluating marketing and sales performance. For brands using Shopify, monitoring the events sent to Google Analytics and excluding unnecessary data from reports can help ensure more accurate analysis.
Google Analytics allows Shopify events that contain the “shopify event name” parameter to be excluded from reports through data filters.
How to Filter Shopify Events in Google Analytics
Google’s recommended approach consists of three main steps. First, Shopify-generated events are tagged with a specific parameter. Then, a data filter that uses this parameter is created, and its functionality is verified before being activated.
During this process:
- Events containing the shopify event name parameter are identified.
- The parameter traffic type = shopify event is added to those events.
- A data filter is created in Google Analytics using this parameter.
- The filter is tested in Test mode before being activated.
How to Create a Data Filter
Once the events have been tagged, a new data filter can be created in Google Analytics. The filter is configured to exclude events where the traffic type parameter has the value shopify event.
Google recommends using the filter in Test mode before activating it. This allows you to verify whether the filter is capturing the intended events before they are permanently excluded from reports.
What Is the Purpose of a Data Filter?
GGoogle recommends testing the filter before activating it. This step helps you determine which events the filter captures and whether Shopify-generated data is being separated as intended.
Before activating the filter:
- Review test data in the Explorations section of Google Analytics.
- Use a Free-form Exploration to view the filtered events.
- Verify that the traffic type parameter matches the shopify event value.
- Confirm that the filter only includes the Shopify events you intend to exclude.
- Activate the filter once the test results meet your expectations.
This validation process is important because data excluded after a filter is activated cannot be recovered.
Be Careful When Making Changes to Data Filters
Google Analytics veri filtreleri etkinleştirildikten sonra filtrelenen veriler raporlardan kalıcı olarak hariç tutulur. BOnce Google Analytics data filters are activated, the filtered data is permanently excluded from reports. For this reason, it is important to evaluate how your data will be affected before enabling a filter.
Key points to consider:
- Do not activate the filter before completing the testing phase.
- Filtered data cannot be restored to Google Analytics later.
- The traffic type parameter added to events cannot be removed from historical events.
- Assess the potential risk of data loss before applying the filter.
Managing Shopify events carefully within the Google Analytics integration can help improve the accuracy of e-commerce data analysis. The Shopify event filtering feature can also help organize data flow in Google Analytics according to your reporting and analysis needs.
Marker Groupe crafts tailored digital strategies for your brand, delivering data-driven Shopify solutions that connect you with your goals through the most effective channels.
To learn more about Marker Groupe’s development services, feel free to reach out via MarkerGroupe.com or contact us directly at hello@markergroupe.com.
