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Connect Google Analytics 4
Connect Google Analytics 4 (GA4) so Nexus can read your store's traffic and product behavior. The GA4 card sits under Settings > Integrations, in the Analytics category. Its description reads "User behavior tracking."
Problem and intended user
The ecommerce manager (the person who runs the store) wants to know how shoppers behave before they buy. Orders show what sold, not which products draw views without a purchase. Connecting GA4 lets Nexus read that behavior. Without GA4, Nexus has no behavior data to tier your products.
Current workflow
Most merchants open GA4 for traffic and product reports and Shopify admin reports for orders. They export both to a spreadsheet and match products by name or SKU. Some merchants ask an agency to build the report.
Prerequisites
- A GA4 property that collects ecommerce events.
- A Google account that can read that property. Nexus connects through Google sign-in only. There is no token or key to paste.
- Pop-ups allowed for this site.
- History. Traffic needs no history. A product with fewer than 20 views stays Unclassified.
How Nexus works
When you choose a property, Nexus tells you what it uses it for: product performance analysis. Nexus reads views, add-to-cart events and purchases for each product from your GA4 property. Fixed rules, not AI, turn those numbers into a tier and a recommendation for each product.
You approve access in the Google popup and choose the property. Nothing else needs an approval.
One dependency applies. Nexus starts the product classification when you choose a property, and refreshes it on its own. If the product classification is still empty, run Classify from the Update data menu on Insights > Products. See Products.
Where GA4 data appears
- Insights > Products. GA4 Tier, Recommendation and GA4 CR show on Product List and on the product detail page. See Product List.
- Morning Brief. GA4 fills the Yesterday's numbers section. If GA4 is not connected and Nexus has no order numbers from your store for the brief, the section shows a Connect GA4 card in place of revenue, orders and active customers. When those numbers come from GA4, the section carries the label Estimated via GA4. See Morning Brief.
- Top findings. GA4 adds findings about traffic, conversion and revenue changes. Without GA4, the feed can say "Connect your Google Analytics data to fill in this section." See Top findings.
- Home. The optional Conversion rate KPI card needs GA4 data. Without it, the card reads "No Google Analytics data for these dates." See Customize KPI cards.
- Settings > Store Status. When GA4 is connected, the list includes a Product classification (GA4) row. See Store Status.
Connect GA4
WARNING
Nexus opens Google sign-in in a popup window. Allow popups for this site before you start.
- Go to Settings > Integrations.
- Find the GA4 card and click it.
- Click Connect GA4.
- In the popup, sign in with the Google account that can read your property. Approve the access request.
- In Select GA4 Property, pick your property. Each row shows the account name, the property name and the property ID.
- Click Confirm.
The dialog says you can change the property later from the connection settings.
If you click Skip for now, Nexus keeps the Google sign-in but no property. The next time you open the card, Nexus asks you to pick a property again.
Manage the connection
Click the GA4 card to open the connection. It shows the status, the connection date and the property in use.
| Button | What it does |
|---|---|
| Change (next to Property) | Choose a different GA4 property. |
| Check connectivity | Test the connection again. |
| Disconnect | Deletes the Google sign-in that Nexus stored for GA4. It acts at once and asks for no confirmation. It does not remove Nexus from your Google account. |
After you connect again, you choose a property again.
If the status is not Connected, the dialog explains the problem. Use Check connectivity, or disconnect and connect again.
Exact output
Traffic
Click Traffic to open GA4 traffic data. The page reads your property live and shows the last 30 days. It works on any GA4 property, ecommerce or not. Click Refresh to read the property again.
| Column | What it shows |
|---|---|
| Date | The day. |
| Sessions | Sessions that day. |
| Active users | Users who were active that day. |
| New users | First-time users. |
| Pageviews | Pages viewed. |
| Engagement | Engagement rate, as a percentage. |
| Bounce | Bounce rate, as a percentage. |
| Avg. session | Average session length. |
Products
Click Products to open GA4 ingested products. The page lists the products Nexus classified. A product with too few views has no tier row. Click a sortable column header to sort. Use Previous and Next to move between pages.
Columns include Product name, SKU, Views, Add-to-cart, Purchases, Revenue, RPV (revenue per view), CR (conversion rate), Shopify match, Period and Computed at. Tier and Recommendation show how Nexus classified the product from its GA4 numbers. Both values show in capitals on this page.
An asterisk (*) next to a CR value means GA4 recorded no product-page views, or more add-to-carts or purchases than views, for that product. Items bought without a product-page view, such as bundles or cart upsells, cause this. Do not read that rate as a conversion rate. Hover over the value to read the hint.
Shopify match reads unmatched when Nexus finds no matching product in your Shopify catalog. This is normal for a GA4 property that is not an ecommerce store.
Tier ranks a product by revenue per view and view volume against the rest of your catalog:
- Best. A hero product: very high revenue per view with solid traffic.
- Promising. Very high revenue per view but lower traffic. The product is under-promoted.
- Worst. Very low revenue per view with solid traffic.
- Traffic Sink. Many views and very little revenue.
- Unclassified. A product with fewer than 20 views, or with middle-of-the-pack results. Fewer than 20 views means Nexus has too little data, not a poor result.
Recommendation is an ad-suitability verdict: Feature, Test, Neutral or Avoid. It starts from the tier. Best leads to Feature, Promising leads to Test, and the other tiers lead to Neutral. Poor product reviews lower the result.
What to do with it
| What you see | Decision or action | Owner |
|---|---|---|
| A status other than Connected | Click Check connectivity. If it stays wrong, click Disconnect and connect again. | ecommerce manager |
| Rows on Traffic | Compare Sessions and Pageviews with the same days in Google Analytics, outside Nexus. | ecommerce manager |
| A product with a high Views count and low Purchases on Products | Review the product page in Shopify admin, outside Nexus. | ecommerce manager |
| A Tier and Recommendation on Products | Decide which products to feature in your ads. Run the ads in Meta Ads Manager or Google Ads, outside Nexus. | media buyer (the person who runs your paid ads) |
Expected value and measurement
A GA4 connection can help you see which products shoppers view but do not buy. It can also fill Yesterday's numbers in Morning Brief when Nexus has no order data.
To check the data, compare these over the same days:
- Sessions and Pageviews on Traffic against Google Analytics.
- GA4 Tier and GA4 CR in Insights > Products > Product List. Show them with Columns. See Product List.
Seasons, promotions and ad changes run at the same time, so you cannot isolate the effect of one product decision.
Limitations and exceptions
- Ecommerce events. Traffic works on any GA4 property. Product data and Tier need ecommerce events.
- Estimates. The Estimated via GA4 numbers in Morning Brief are an estimate.
- Unclassified. A product with fewer than 20 views, or with middle-of-the-pack results, has the tier Unclassified.
| Message or state | What to do |
|---|---|
| "No GA4 properties found for this Google account." | The account you signed in with cannot see a property. Sign in with an account that has access, then connect again. |
| "No traffic data returned for the last 30 days. Verify the property has events flowing." | Check in Google Analytics that your property receives events. |
| "Failed to load GA4 traffic snapshot." | Click Refresh. |
| "No GA4 product classifications yet." | The message names a Product Catalog page. Nexus classifies products on its own. To start it now, open Insights > Products, choose Update data, then Classify. See Products. |
In Demo Mode, the GA4 card shows Not connected. Connect GA4 is blocked and shows "Disable demo mode to connect real integrations".