Enhanced Marketing Analytics and More

Total Ad Spend by Channel

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Introducing a powerful new report in Marketing Analytics: Total Ad Spend by Channel.

With that, you can get a unified view of your advertising investment and performance across all platforms in one consolidated dashboard.

Key metrics at a glance:

Cost: Your total advertising investment per platform
Conversions: Successful customer actions driven by each channel
Average Conversion Rate (CVR): How effectively clicks turn into conversions
Clicks: Total ad engagement across channels
Impressions: Your ad visibility and reach metrics
Average Cost Per Click (CPC): Your per-click investment by platform
Average Click-Through Rate (CTR): Ad engagement effectiveness

You can filter by date ranges to analyze performance trends and identify seasonal patterns across your advertising efforts.

Also, every metric in Marketing Analytics now features helpful tooltips. Just hover over any data point to instantly access clear definitions and calculation methods.

No more guessing what metrics mean or jumping between tabs to look up terminology—everything you need is right at your fingertips.

GA4 Server-Side: Smart Order Filtering

Take control of which orders reach your Google Analytics 4 reports through server-side tracking. Filter out specific order types to maintain clean, actionable GA4 data that reflects genuine customer behavior.

Setup process:

Navigate to any order in Shopify Admin
Append .json to the URL to reveal complete order details
Locate the source_name value and add it to your exclusion list (examples: pos, draft)

This feature ensures your GA4 analytics focus on actual customer purchases rather than internal transactions, delivering more accurate attribution insights.

Explore more: How to Exclude Orders by Source Channel

Customizable View Item List Chunking

Fine-tune how product data gets packaged in view_item_list events.

Building on our Optimize Large Product List Tracking feature, you can now customize the maximum products per event to match your store’s specific requirements.

Example scenarios:

If a collection page has 45 products, and the default chunk size is 25, two events will be triggered: one with 25 products, the other with 20.
If your tracking setup struggles with large events, you can now reduce this chunk size , for example, to 10 resulting in five smaller events.

This granular control prevents event failures while maintaining comprehensive product tracking.

How It Helps +

Total Ad Spend by Channel: The consolidated spend report eliminates platform-hopping to compare advertising performance. Quickly identify your highest-performing channels and reallocate budget toward platforms delivering superior ROI, while spotting underperforming areas that need optimization.
Effortless Data Comprehension: Analytics can be overwhelming, especially when metrics vary between platforms. Instant tooltips eliminate confusion and ensure you’re making decisions based on accurate understanding of your data, without interrupting your workflow.
Event Reliability: Large product catalogs can overwhelm tracking systems, causing data loss. Customizable chunking prevents these failures by breaking down heavy data loads into manageable pieces, ensuring every product interaction gets captured accurately—crucial for stores with extensive inventories.
Better Analytics Data: Internal orders, test purchases, and POS transactions can skew your conversion metrics and muddy attribution insights. Smart filtering ensures your GA4 reports reflect genuine customer journeys, giving you confidence in your data-driven decisions and campaign optimizations.

Changelog