Measure Eevy's Impact in Your Own GA4 or Elevar

Eevy can label every visitor to your store as eevy or control and push that label into the analytics you already trust — GA4 through Google Tag Manager, or Elevar through native order tags. Instead of taking any optimization app's dashboard at its word, you read Eevy's impact in your own reports. This guide walks through turning labelling on and verifying it end to end.

Most conversion tools grade their own homework: the app changes your store and reports its own results. Eevy's answer is to expose its measurement groups to you. Every visitor is deterministically assigned to a group — eevy or control — and that assignment is published three ways:

• A dataLayer event — eevy_assignment, carrying an eevy_arm parameter, fired once per session for GTM/GA4 to consume.
• A GA4 custom dimension — eevy_arm, event-scoped, registered from Eevy's pre-built GTM container.
• Order tags — new orders are tagged eevy_arm:eevy or eevy_arm:control in Shopify, which analytics platforms like Elevar pick up server-side with zero configuration.

Before you start

• An Eevy account with live sections — sign in at app.eevy.ai.
• For the GA4 path: Google Tag Manager installed in your theme (the standard theme.liquid snippet). One important caveat: GTM loaded through a Shopify Customer Events custom pixel runs in a sandbox and cannot see the page dataLayer, so eevy_assignment will never reach it. The container must be theme-installed.
• For the Elevar path: nothing. Elevar's server-side pipeline already reads Shopify order tags through its Order Tags custom dimension.

Turn on visitor labelling

1. Open Eevy integrations. Log in to Eevy and go to Settings → Integrations.
2. Flip the labelling toggle on the analytics integration card. Labelling starts in verification mode: visitors are labelled 80/20 eevy/control, but everyone sees the exact same storefront. Nothing is hidden, no revenue is withheld — the run exists purely so you can confirm the data flows. It auto-expires after 7 days.
3. Watch the status lights. The card shows three live checks: labelling active, assignment events flowing per group, and orders tagged. When all three are green, the pipeline is proven.

You can also do this without touching the dashboard: Eevy is fully controllable over MCP, so you can ask your AI agent (Claude, or any MCP client) to enable labelling and read back the integration status.

The GA4 path (via Google Tag Manager)

1. Download the pre-built GTM container from the same integration card in Eevy.
2. Import it into your workspace — in GTM, go to Admin → Import Container and choose Merge (not overwrite), so your existing tags are untouched. The container adds a trigger for eevy_assignment and a GA4 event tag that forwards the eevy_arm parameter.
3. Register the custom dimension — in GA4, go to Admin → Custom definitions and create an event-scoped dimension named eevy_arm mapped to the eevy_arm event parameter.
4. Verify in DebugView. Open your store with GTM preview or the GA4 DebugView, and confirm the eevy_assignment event arrives carrying eevy_arm: eevy or eevy_arm: control.

One expectation worth setting: GA4 only sees visitors who accept analytics cookies, while Eevy's own first-party measurement counts everyone. Expect GA4 totals to run somewhat lower than your Eevy dashboard; the split between the two groups is what should agree.

The Elevar path (order tags)

There is no step two here. Once labelling is on, every new order is tagged eevy_arm:eevy or eevy_arm:control at creation, and Elevar's server-side purchase events carry the tag through its Order Tags custom dimension into GA4. If you run Elevar, the integration is live the moment the toggle flips.

Reading the results

Be precise about what each mode tells you:

• Verification mode (the 7-day run): both groups see the identical storefront, so comparing their revenue is meaningless by design. This mode answers one question only — is the wiring correct? Events per group and tagged orders confirm it.
• During a lift measurement: when a real measurement runs, the control group browses without Eevy's sections while eevy gets the full experience — and the same eevy_arm dimension becomes a causal read. Conversion rate, revenue per visitor, and average order value split by eevy_arm in your own GA4 or Elevar reporting show Eevy's incremental impact, measured in a system Eevy doesn't control.

That last part is the point: the label is identical in both modes, so once you've verified the pipeline, every future measurement is automatically readable in your own analytics.

Turning it off

Flip the toggle off in Settings → Integrations at any time. Verification runs also expire on their own after 7 days. Order tags already written stay on their orders; no new labels are assigned.

FAQ

Does labelling change what my visitors see? Not in verification mode. Both groups see your full, optimized storefront. Only during an explicit lift measurement does the control group browse without Eevy sections — and that is something you start deliberately, never a side effect of the toggle.

Why does the verification run expire after 7 days? Outside a lift measurement the 80/20 split carries no meaning, and a permanently meaningless dimension in your GA4 is worse than none. Verification proves the wiring, then gets out of your data.

I use Elevar — do I need the GTM container? No. Elevar reads the order tags server-side with zero setup. The GTM container is for stores tracking with a theme-installed GTM + GA4 directly. Running both is fine: tags label orders, the dataLayer event labels sessions.

Why is my GTM not receiving eevy_assignment? The most common cause is GTM installed as a Shopify Customer Events pixel — the pixel sandbox cannot see the page dataLayer. Install GTM in the theme instead, and the event arrives.

Need help?

Email us at [email protected] and we'll help you get the pipeline verified.