Google Analytics connection for Omnisend and Shopify
See which Omnisend campaigns drive Shopify sales, refunds, and repeat purchases in Google Analytics 4
The direct answer
What does Littledata do for Omnisend?
Littledata tracks Shopify orders server-side and sends them to Google Analytics 4, attributed to the Omnisend campaign that drove the visit. It reads the UTM tags on your Omnisend links, so you can see which campaigns lead to sales, refunds, and higher customer lifetime value, next to every other channel.
- Every order captured - purchases are sent from Shopify's servers, so ad blockers and closed tabs don't drop them.
- Campaigns stitched to orders - the order is linked to the session that came from the Omnisend link.
- Refunds and LTV - refunds are sent to GA4 too, and custom dimensions show lifetime revenue per customer.
- No Google Tag Manager - the GA4 connection is set up from the Littledata app.
The problem
Why Omnisend revenue goes missing in Google Analytics
Email and SMS shoppers often open a message on their phone, then buy later or in another browser. Browser-based GA4 tags only see part of that journey.
- Missing orders - ad blockers and privacy settings stop the purchase tag from firing.
- Lost attribution - when the order isn't linked to the session from the email click, GA4 credits it to Direct.
- Split channels - inconsistent UTM values spread Omnisend traffic across several sources.
As a result, email looks less valuable in GA4 than it is, and it's hard to compare with paid channels.
What can you see in GA4 with Littledata?
| Question | How Littledata answers it |
|---|---|
| Which Omnisend campaigns drive sales? | Orders and revenue attributed to each campaign's UTM source, medium, and campaign name. |
| Do email buyers come back? | Lifetime revenue and purchase count dimensions on every customer. |
| How much revenue did we keep? | Refunds sent to GA4 server-side and linked to the original order. |
| How does email compare with paid? | Omnisend traffic in the same reports as Google, Meta, and organic channels. |
How do I track Omnisend campaigns in GA4?
Connect Shopify to GA4
Install Littledata from the Shopify App Store and connect your GA4 property. Server-side tracking starts automatically.
Tag your Omnisend links
Follow Omnisend's UTM tagging guide so every campaign and automation link carries a source, medium, and campaign.
Keep values consistent
Use the same source and medium across all messages, so Omnisend appears as one channel in GA4.
Report on campaigns
In GA4, open Acquisition > Traffic acquisition and add session campaign as a secondary dimension.
Omnisend's UTM guide Littledata's attribution relies on the UTM tags in your Omnisend links, so check they're enabled before you compare results. Open Omnisend's UTM guide