You Finished GA4 for Shopify. Here's What to Actually Measure

"I finished setting up GA4 ecommerce for my Shopify store, but where do I actually look to make decisions?" This is the most common question I get right after a GA4 ecommerce setup is completed. GA4's report screen fills up with menus: Monetization, Acquisition, Conversions, Ecommerce Purchases. The data is there. The signal worth acting on is not always obvious. This article walks through how to read the numbers and turn them into ad decisions in four ordered steps — the WHAT and WHY after the