How to connect GA4 to MerchantFlow for traffic analytics, session tracking, and revenue data in your e-commerce profitability dashboard.

Connect Google Analytics 4 (GA4) to MerchantFlow

The Google Analytics 4 integration connects your GA4 property to MerchantFlow through the shared Google OAuth flow, bringing traffic, session, and revenue data into your e-commerce analytics dashboard. GA4 data enriches MerchantFlow's profitability reports with visitor behavior context and transaction insights.

What Is the GA4 Integration?

MerchantFlow's GA4 integration pulls data from your Google Analytics 4 property to provide traffic and session context alongside your commerce and advertising data. This integration supports:

Traffic and session context -- understand where visitors come from and how they engage
Transaction and revenue views -- GA4 e-commerce events mapped to MerchantFlow reporting
Performance metrics -- used across dashboard and report surfaces for holistic analytics

What You Need

Before connecting GA4, make sure you have:

MerchantFlow owner or admin access with integration management permissions
Verified email and two-factor authentication enabled (Security Settings)
A Google account that can access the GA4 property you want to sync

How to Connect GA4

Connect Google from onboarding marketing or Settings > Integrations
Approve the shared Google OAuth request
Open Configure Google Services
Choose the GA4 property you want to sync
Save the configuration

The same Google OAuth grant is reused for Search Console, Merchant Center, and Google Ads when that service is available.

What Happens After Saving

After the property is saved:

MerchantFlow stores the selected propertyId
Future syncs use that property for all GA4 data pulls
You can run a targeted Google sync from Manual Sync if you want the new selection pulled immediately

Troubleshooting GA4 Connection Issues

If the right property does not appear in the configuration modal:

Confirm you used the correct Google account during OAuth
Confirm that account has access to the GA4 property in Google Analytics admin
Reconnect Google if access changed recently
Reopen Configure Google Services after reconnecting so the saved property matches the new account access
See Troubleshooting Integrations for additional help

Frequently Asked Questions

Can I connect multiple GA4 properties?

MerchantFlow connects one GA4 property per merchant workspace. If you need to analyze multiple properties, use separate merchant workspaces or an agency workspace.

Does MerchantFlow support Universal Analytics?

No. MerchantFlow integrates exclusively with Google Analytics 4 (GA4). Universal Analytics was sunset by Google in July 2024.

How quickly does GA4 data appear in MerchantFlow?

GA4 data becomes available after your next sync completes. For immediate results, trigger a manual sync targeting Google services.

Related Guides

Connect Integrations -- full onboarding walkthrough
Search Console -- organic search data
Merchant Center -- product feed health
Google Ads -- paid search campaign data
Dashboard Overview -- where GA4 data surfaces

Last updated: March 14, 2026

Connect Google Analytics 4 — MerchantFlow