Early access. This integration is rolling out to a small group of stores first. Some screens and names may change before it is available to everyone.
Cooee measures its own impact by holding back a share of your visitors (the control group) and comparing them with everyone else. The Google Analytics 4 integration puts that same comparison into your own GA4 property, so you can check the result in a tool you already trust, against revenue tracked by your own GA4 setup.
Once you connect, Cooee tells GA4 which test group each visitor is in and creates a GA4 audience for every group. You then compare those audiences side by side in any GA4 report.
What Cooee adds to your GA4 property
What | Details |
Audiences | One per test group, named Cooee · <test name> · <group>. Created for your Cooee control group (Control and Exposed), for campaign A/B tests (one per variant, including the holdout) and for experiments (theme, template, split URL and price tests, one per arm). |
| Google's standard event for A/B testing tools. Sent when a visitor is put into a test group. Its |
Widget events | Optional events for what visitors do with Cooee widgets, such as |
Custom dimensions |
|
Before you start
A GA4 property with a web data stream for your store.
Your GA4 tag must load on your storefront pages. Cooee sends events through that tag, so they follow your existing GA4 setup and consent settings. During early access, our team will check this with you before you connect.
The Google account you connect with needs the Editor role (or higher) on that GA4 property. Cooee needs it to create audiences.
The Cooee Web SDK must be enabled in your live theme. See Enable the Cooee Web SDK in your Shopify theme.
Connect before you start the tests you want to read in GA4. GA4 fills a new audience with visitors from at most the last 30 days, so a test that has already run longer will not be fully captured.
Connect Google Analytics
In Cooee, go to Settings → Integrations and click Connect on the Google Analytics card.
Sign in with Google and approve the permission Google shows as Edit Google Analytics management entities. Cooee uses it to list your GA4 properties and to create and archive its own audiences and custom dimensions.
Choose your GA4 account, property and web data stream.
Choose what Cooee sends (see the next section), then click Save.
Events start flowing within a few minutes. Audiences appear in GA4 within 24–48 hours of a test starting.
Choose what Cooee sends
Setting | What it does |
Create audiences automatically | Cooee creates and archives GA4 audiences for your tests. Turn it off if you would rather build audiences yourself; the events are still sent. |
Control group | Sends which visitors are in your Cooee control group and which are exposed to Cooee. This is the comparison that shows Cooee's overall impact. |
Campaign A/B tests | Sends which variant of each A/B tested campaign a visitor got, including the holdout. |
Experiments | Sends which arm of each theme, template, split URL or price experiment a visitor got. |
Widget events | Choose which widget events to send. Each one can be turned on or off on its own. |
You can change these settings at any time. Changes take effect within a few minutes.
Compare groups in GA4
Wait 24–48 hours after a test starts so GA4 can process its audiences.
Open any GA4 report. Reports snapshot and Monetization overview are good starting points.
Click Add comparison at the top of the report.
Set the dimension to Audience name, choose the first group (for example Cooee · Impact test · Control) and click Apply.
Repeat for the other group (for example Cooee · Impact test · Exposed). You can remove the default All users comparison. GA4 shows up to four comparisons at once.
Compare per-visitor numbers, not totals. Your control group is deliberately smaller. With a 10% holdout, control will always show roughly a tenth of the revenue. Compare rates instead: purchase revenue per user, the share of users who purchased, and average order value. Revenue per user is the hardest metric to fool.
Why every assigned visitor is counted. Cooee sends a visitor's group as soon as they are assigned, whether or not they go on to see a widget. That keeps the two groups like-for-like. Comparing only visitors who saw a widget would favour engaged shoppers and overstate the lift.
How audiences are named
Test | Audience name |
|
Control group | Cooee · <group name> · Control |
|
Campaign A/B test | Cooee · <campaign name> · <variant name> |
|
Experiment | Cooee · <experiment name> · <arm name> |
|
To build an audience yourself, use the experience_impression event where exp_variant_string exactly matches the value for that group. Our team can share the exact values for your tests.
When audiences are created and removed
An audience is created when its test starts: when a control group is activated, an A/B tested campaign is published, or an experiment is launched.
After a test ends, its audiences stay for 30 days so you can finish your analysis. Cooee then archives them. GA4 stops showing an audience once it is archived.
GA4 allows 100 audiences per property (400 on GA4 360). Cooee stops creating new audiences once your property has 90, so there is always room for your own. A test that misses out shows a note in Cooee.
Widget events
Event | When it is sent |
| A Cooee widget (popup, bar or on-page widget) was shown |
| The visitor clicked the widget's call to action |
| The visitor closed the widget without acting on it |
| The widget would have been shown, but the visitor is in that campaign's holdout |
| The visitor submitted a form inside the widget |
| The visitor clicked add to cart inside the widget |
| The visitor clicked a product inside the widget |
Every widget event carries engagement_id, engagement_name and variant.
Why GA4 won't match Cooee exactly
GA4 only sees visitors its own tag can track. Visitors who decline analytics cookies or block Google Analytics are missing from your GA4 audiences.
GA4 can hide small numbers (data thresholds) and takes up to 48 hours to process data.
GA4 attributes revenue using its own cookie and rules, which differ from Cooee's and Shopify's.
GA4 does not tell you whether a difference is statistically significant. Use GA4 to confirm the direction of the result in your own analytics, and Cooee's results for the significance call.
For more on why counts differ between tools, see Why session and visitor counts differ between Cooee and Shopify.
Privacy and permissions
Cooee sends only test IDs, group names and widget names. It never sends names, emails, phone numbers or order details.
Events go through your own GA4 tag, so your consent settings apply to them.
Cooee uses its Google access only to list your GA4 accounts and properties and to create or archive its own audiences and custom dimensions. It never edits or deletes anything else in your property.
Cooee stores your Google connection encrypted, separately from the rest of your store settings.
To disconnect, go to Settings → Integrations → Google Analytics and click Disconnect. You can also remove Cooee from the third-party connections page in your Google Account.
After you disconnect, Cooee stops sending events. Audiences it already created stay in GA4, and you can archive them under Admin → Data display → Audiences.