GA4, Search Console and conversion tracking that agree with each other
If the numbers in Shopify, GA4 and your email platform disagree, you cannot make a decision. Fixing that comes before any campaign.
Tracking first, campaigns second
A store cannot decide where to spend until its channel report is telling the truth. On one client account GA4 showed a paid channel delivering 60 percent of sessions and zero revenue, which was the single most useful fact in the engagement and was invisible in the Shopify dashboard.
Where Shopify tracking breaks
GA4 installed through Shopify's web pixel does not appear in the page source, so scanning the HTML tells you nothing and people conclude it is missing when it is not. Untagged email and social inflate the direct bucket. Catch weight and deposit products understate revenue unless the basis is fixed first.
What you get
GA4 and Search Console verified and reading correctly, UTM tagging that survives, a revenue basis that makes period comparisons valid, and a channel report you can act on without arguing about it.
The other three routes.
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