Shirofune Enhanced Shopify with Google Analytics 4 Attribution [2024]
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Shirofune Enhanced Shopify with Google Analytics 4 Attribution

Last modified: April 22, 2024

Shirofune-Enhanced-Shopify with Google Analytics 4 Attribution - Diagram illustrating data flow between e-commerce orders, web analytics, and ad campaign optimization.
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Shirofune has introduced a powerful new feature that integrates Google Analytics 4’s Data-Driven Attribution Model with its Shopify integration, enabling advertisers and marketing professionals to achieve greater long-term returns by optimizing advertising campaigns based on lifetime value (LTV) and cost per order (CPO).

Overcoming Challenges with Attribution

Prior to this enhancement, while Shopify’s order data and UTM parameter information were evaluated using Shopify’s first/last-click attribution model, allowing for optimization based on LTV/CPO, two challenges arose: the desire to utilize alternative attribution models and cases where UTM parameters were absent, such as when using automatic tag linkage with Google Ads.

By linking media and campaign evaluations as conversion sources from GA4’s Data-Driven Attribution with Shopify’s order data, Shirofune now enables the utilization of GA4’s advanced Attribution Model and automatic optimization based on LTV/CPO, eliminating concerns about missing parameters.

Maximizing ROAS with LTV/CPO Criteria

When optimizing advertising operations based on cost per acquisition (CPA) and return on ad spend (ROAS), evaluation is conducted without considering the proportion of new and existing customers within the revenue or how much revenue new customers contribute subsequently. By utilizing the LTV/CPO criteria, advertisers can overcome the limitations of CPA/ROAS criteria, as lifetime ROAS reveals how much of the advertising expenditure is truly recovered, providing valuable insights for determining changes in advertising expenditure.

This new functionality operates with measurement tools other than GA4 and e-commerce platforms like BigCommerce/Magento through Shirofune’s Conversion Connector, allowing advertisers to maximize their ROAS quickly and seamlessly.

Streamlining Advertising Operations

Mitsunaga Kikuchi, Founder and CEO of Shirofune, expressed excitement about integrating GA4’s Data-Driven Attribution Model, stating, “By bridging the gap between GA4’s advanced attribution and Shopify’s order data, we are leveraging a more robust attribution model and providing marketers with powerful insights and tools to maximize ROI and streamline their advertising operations.”

Shirofune’s automation capabilities enable advertisers to maximize their advertising effectiveness by automating day-to-day digital ad campaigns using a single, easy-to-use interface for management, budgeting, monitoring, and analytics.

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Conclusion: Shirofune Enhanced Shopify with Google Analytics 4 Attribution

By incorporating Google Analytics 4’s Data-Driven Attribution Model into its Shopify integration, Shirofune empowers advertisers and marketing professionals to optimize their advertising campaigns based on lifetime value and cost per order, ultimately achieving greater long-term returns.

This integration addresses the limitations of traditional CPA/ROAS criteria and provides a more comprehensive understanding of the true impact of advertising expenditure, enabling informed decision-making and maximizing return on investment.

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