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GA4 self-referral (split sessions)
Checkout domains split sessions so attribution breaks and Direct inflates.
Impact : HighDifficulty : Dev
What it means
Checkout domains split sessions so attribution breaks and Direct inflates.
Why it happens on Shopify
Shopify checkout hostnames not excluded as referrals in GA4.
How to check if you have this issue
Depending on the issue: Google Search Console, PageSpeed Insights, Rich Results Test, or view-source to inspect tags and scripts.
How to fix it: precise steps
Prioritize one change at a time: adjust theme Liquid or app settings, deploy, then re-run validation (Search Console, PageSpeed, or Rich Results Test).
How to confirm it is fixed
Repeat the same checks as in the verification step after deploy. SEO effects can take days to weeks depending on crawl budget.
Impact on SEO and conversion
High-impact issues often hurt perceived performance or SEO consistency; fixes gradually improve rankings and conversion.