How to Add Google Analytics 4 on Shopify? Setup GA Tracking
Table Of Contents
In today's digital retail landscape, leveraging the power of Google Analytics is crucial for Shopify store success. With over 37.5 million websites using Google Analytics (The Social Shepherd, 2023), this robust tool is a game-changer for online businesses.
This guide will help you navigate the world of Google Analytics and demonstrate how integrating it with your Shopify store can elevate your online performance, boost sales, and drive growth. Whether you're an e-commerce veteran or a newcomer, Google Analytics can be your key to thriving in the competitive world of online retail. Get ready to harness data-driven strategies and transform your Shopify store's success.
What is Google Analytics?
Google Analytics, a robust web analytics service provided by Google, empowers website owners and e-commerce businesses to track and analyze their website's performance, visitor behavior, and much more. It offers valuable information regarding the efficiency of your online presence, aiding in comprehending user interactions with your website.
By collecting data on various aspects, such as user demographics, traffic sources, and page views, Google Analytics empowers businesses to make informed decisions to optimize their websites and enhance the overall user experience. When effectively integrated with your Shopify store, it becomes a pivotal tool in understanding customer behavior, boosting conversions, and ultimately driving growth.
Google Analytics versus Shopify Analytics
When deciding between Google Analytics and Shopify Analytics, a closer look at their features and functions can help you choose the right tool for your e-commerce business.
- Traffic Analysis: Both platforms provide comprehensive insights into your website traffic. You can track visitor behavior, session durations, and page views, enabling you to understand how users interact with your site.
- Conversion Tracking: Both Google and Shopify Analytics allow you to monitor conversion rates. This is crucial for assessing your website's ability to turn visitors into customers. Whether you're tracking completed purchases or lead sign-ups, you'll have a clear picture of your site's performance.
- Goal Tracking: Setting and monitoring specific goals is possible with both analytics tools. Your website's performance may be evaluated based on how well it meets goals like form submissions, purchases, and subscriptions.
- Data Ownership: Shopify Analytics keeps your data directly tied to your store, offering control and privacy. In contrast, Google Analytics stores data on external servers, potentially raising concerns about data ownership and privacy.
- Sales Channel Integration: Shopify Analytics integrates with your store's sales channels, providing you with a seamless experience when tracking sales. Google Analytics, while powerful, might require additional configurations for the same level of integration.
- Customization: Google Analytics offers advanced customization options and a wide range of features, making it a more versatile tool for in-depth analysis. However, it can be complex for beginners. In contrast, Shopify Analytics is user-friendly and tailored for e-commerce businesses, making it more accessible.
Choosing the Right Analytics Tool for Your E-commerce Business
Selecting the appropriate analytics tool is crucial for your e-commerce success. Here's when to consider Google Analytics or Shopify Analytics:
When to Choose Google Analytics
If you require highly customizable tracking in-depth data analysis and are comfortable with navigating a more complex platform, Google Analytics is the way to go. It's an excellent choice when you want a tool that can be tailored to various online business models, not just limited to e-commerce.
When to Choose Shopify Analytics
Prioritize ease of use, seamless sales channel integration, and a platform specifically designed for e-commerce businesses. Choose Shopify Analytics. It's the ideal option for beginners and those primarily focused on e-commerce activities, providing a user-friendly experience. Make your choice based on your e-commerce objectives and preferences.
By understanding these distinctions, you can make an informed choice between Google Analytics and Shopify Analytics, ensuring that your analytics solution aligns with your e-commerce objectives and preferences.
4 Steps to Add Google Analytics to Shopify
Step 1: Sign In Google Analytics Account
To get started with Google Analytics, the first step is to have a Google account. If you're already using Google services like Gmail or Ads, you can conveniently use your existing Google account for Google Analytics.
In case you don't have an account associated with any Google product, you can create one Google account. It's important to note that you don't have to use the Gmail account for anything other than the initial sign-in and sign-out process for Google Analytics.
Once your Google account is ready, the next step is to create an Analytics account.
Step 2: Create a New Property
- Access https://analytics.google.com
- Click “Start measuring.”
- Make up a name for your account and check the relevant boxes.
- To go to Property Setup, click "Next."
- Choose the currency and time zone, then enter the property's name.
- Choose your business industry and the business size.
Once you've obtained your property, the next step is to generate a web data stream. Keep a record of the Tag ID during this process, as it will be essential for Step 3.
- Choose platform
- Enter your website URL and Stream name
Now you’ve got your account. The following action is to connect your Google Analytics account to your Shopify Store.
Step 3: Link your Shopify store and Google Analytics account.
If you haven't installed the Google & YouTube channels, you'll be prompted to do so as part of the setup process for your GA4 tags. It's important to note that connecting to the Google Merchant Center is optional to complete the setup of your GA4 tags.
Here are the steps to follow:
- In your Shopify admin, navigate to Online store > Preferences
- In the Google Analytics section, click on the "Manage pixel here" option
- Click Add sales channel to Install Google & YouTube
- Choose your Google Account, then Connect a Google Analytics property.
- Click “Get started” to begin your journey exploring Google Analytics.
Once you've set up Google Analytics 4 tags, certain ecommerce events will be automatically tracked. If you'd like to explore event tracking in Google Analytics 4 in more detail, you can find additional information in the section on Setting up Google Analytics events.
Step 4: Include Your Tracking ID from Google Analytics
Connecting a Google Analytics property to your Google Ads account allows you to examine customer interactions in your store, providing valuable insights for tracking conversion actions and building audience segments.
For instructions on how to link your Google Analytics account with your Google Ads account, please refer to the guide on Linking Google Ads and Analytics.
Utilize your Shopify Store with Google Analytics
1. Key Metrics to Know in Google Analytics
"Total Users'' quantifies the number of individuals with distinct identities who have navigated through your website during a predetermined time frame. Google Analytics employs the tracking of unique user IDs or cookies for each visitor to derive this statistic.
This metric serves as a panoramic representation of your website's audience expanse, endowing you with valuable insights into your potential market scope and allowing you to meticulously monitor the dynamic evolution or regression of your user community as time unfolds. It acts as a vital barometer for evaluating your online presence and its receptivity.
New Users denote the number of individuals visiting your website for the first time within a designated time frame. Google recognizes new users by examining their distinct user IDs or cookies and categorizes those who have not been previously logged as "new users."
This metric serves as a barometer for assessing the efficacy of your marketing endeavors in drawing in fresh visitors to your website. It offers valuable insights into your website's proficiency in enticing and involving novel audiences.
Active Users represent a pivotal addition to GA4's metrics. For tour and activity operators utilizing this updated analytics platform, this metric emerges as a paramount point of focus. It quantifies the users who interacted with your website or application and experienced an engaged session.
In the realm of e-commerce, understanding your audience is pivotal. Google Analytics offers comprehensive audience insights, allowing you to tailor your store's strategies to meet your customers' preferences and behaviors. Here's a glimpse into the audience insights provided by Google Analytics:
- Demographics: Discover the age and gender distribution of your website visitors. This data helps you fine-tune your marketing content to cater to your target audience.
- Location: Google Analytics provides information about the geographical locations of your visitors. This data is invaluable for customizing shipping options, language preferences, and even localizing your marketing campaigns.
- Interests: Delve into your audience's interests, both in terms of online content and in-market categories. Use this data to create content and marketing campaigns that resonate with your visitors' preferences.
- Devices: Analyze the devices your audience uses to access your website. This insight helps you ensure your store's responsiveness and optimize the mobile shopping experience.
- Technology: Gain insights into your audience's browser and operating system preferences. This data aids in optimizing your store for the technologies most commonly used by your visitors.
- User Flow: Trace your audience's journey through your website. This visual representation reveals the paths your visitors take, enabling you to refine your site's structure and content to encourage desired actions, such as making a purchase.
- New vs. Returning Users: Understand the balance between new and returning visitors. This helps you craft different strategies for engaging first-time visitors and nurturing loyal customers.
- Lifetime Value: Calculate the lifetime value of your customers by analyzing their purchase patterns and habits over time. Identify high-value customers and develop loyalty programs to retain them.
- Engagement Metrics: Measure the level of audience engagement with metrics like average session duration, pages per session, and bounce rate. By improving these metrics, you can enhance user experiences and increase conversions.
Google Analytics' audience insights empower you to make data-driven decisions and refine your store's offerings to better resonate with your target customers, leading to higher conversion rates and a more successful Shopify store. To further cater to your customers' needs and preferences, consider implementing EComposer Shopify Page Builder.
EComposer is renowned as one of the finest Shopify Page Builder apps, and it's the optimal choice with its exceptional features, enabling high customization for crafting various compelling pages, including Homepages, Landing Pages, Product pages, Collection Pages to Footer, FAQs Pages, etc.
In addition, EComposer's latest version, 1.9, introduces not only about new features and updates to the EComposer software but also showcases how these updates can align with your customers' unique insights. This includes the addition of stunning templates and a range of user-focused improvements to enhance your Shopify store's performance. Try EComposer Free now!
Pageviews encompass the total count of instances where visitors have viewed a specific page on your website. With each page load, Google Analytics records a new pageview. It's noteworthy that although there can be multiple page views within a session, GA4 consolidates app and web views, unlike UA, which tracks them separately.
The volume of page views is a valuable gauge of your website's content popularity. This metric affords insights into frequently visited pages and user navigation patterns. For instance, examining pages with the highest pageviews unveils the content that resonates most with your audience.
A session is logged from when someone enters your site until they depart. Moreover, a session can conclude due to 30 minutes of user inactivity, though there's no limit to the potential duration of a single session.
For instance, if a visitor arrives on your homepage and explores your tour pages for five minutes, a single session is recorded. Google Analytics keeps track of sessions by timestamping the User's initial site entry and their exit or inactivity. In GA4, it's also referred to as a "session start". The updated GA4 includes the tracking of engaged sessions, defined as sessions featuring two or more pageviews or where a user spends over 10 seconds. Furthermore, in GA4, sessions do not reset automatically at midnight.
Sessions are a valuable tool for assessing overall traffic and user engagement on your website. They facilitate an analysis of customer activities upon site entry and gauge the effectiveness of your content in sustaining their attention.
Sessions Per User
Sessions Per User represents the mean count of sessions for each distinct individual over a designated time frame. This metric is computed by dividing the cumulative session count by the total number of users.
This measurement provides insights into how often users revisit your website and acts as a robust gauge of your audience's loyalty. When the same visitors return multiple times weekly, it signifies their keen interest in your offerings.
Elevated sessions per user typically signal the effectiveness of your marketing strategy. It indicates your ability to attract the right audience, encouraging repeated engagement and return visits.
Acquisition Source refers to the origins or platforms from which your website's visitors arrive, including sources like social media, organic search (e.g., Google), or direct traffic. Google Analytics traces the visit's source by analyzing referral data from the user's browser.
Acquisition metrics offer valuable information about the marketing channels responsible for directing traffic to your website. This aids in pinpointing the most effective channels for reaching your target audience. Consequently, you can concentrate on creating marketing campaigns tailored to those specific channels.
The engagement rate, accessible in your analytics dashboard's Session category, signifies the proportion of sessions on your website or mobile app that exhibit substantial user involvement. These engaged sessions meet specific criteria:
- They persist for a minimum of 10 seconds
- Feature at least one conversion event
- Entail no less than two pageviews.
To calculate the engagement rate, divide the number of such engaged sessions by the total count of sessions within a designated timeframe and then multiply the result by 100.
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If your tour pages display a notably low engagement rate, it clearly indicates limited visitor conversion. This necessitates a comprehensive evaluation of the marketing strategies directing users to these pages, as well as an in-depth assessment of the pages' content and design.
In GA4, the Bounce Rate signifies the proportion of sessions lacking engagement. An engaged session comprises those lasting at least 10 seconds, involving a minimum of 1 conversion event, or encompassing at least 2 page views.
In essence, this metric gauges the quantity percentage of users that leave your website after just seeing one page without proceeding with any further interactions. Its calculation involves dividing the count of single-page visits by the total number of entries to your website and multiplying by 100.
The bounce rate provides insights into the extent of customer engagement with your site or app. A high bounce rate might suggest that visitors need to discover what they seek upon landing on your homepage, or it could signal room for improvement on your tour pages.
Conversions indicate the number of intended actions carried out by website visitors. The exact action varies according to your objectives, whether it's making a purchase, subscribing to a newsletter, or booking a tour. In GA4, conversions are contingent on the actions you define as conversion events.
Conversions are pivotal measure for assessing the efficacy of your website and marketing endeavors. They offer valuable insights into the performance of your calls-to-action, landing pages, and the overall conversion pathway.
Revenue signifies the overall financial worth derived from conversions on your site. In this context, it stems from ticket sales or tour reservations. Revenue is monitored by attributing a value to each conversion, like the booking value, and aggregating the cumulative value of all successful conversions.
Utilizing GA4 for revenue tracking offers an additional method, aside from your booking software, to gauge the return on investment from your marketing endeavors and the profitability of your business.
2. Event Tracking and Custom Events
Exploring Event Tracking
Event Tracking is a feature in Google Analytics that allows you to monitor and analyze specific interactions and actions on your Shopify store beyond the usual page views. These interactions are called "events" and can encompass various activities, such as clicks on buttons, video plays, downloads, form submissions, and more.
Event Tracking provides valuable insights into user engagement, and it aids in your comprehension of how users engage with your website.
Setting Up Custom Events
To harness the power of Event Tracking, you can set up custom events tailored to your specific needs. The process involves defining the events you want to track and implementing tracking codes on the corresponding elements of your website. You can customize the events to match your business objectives and gain insights into user behavior that aligns with your goals.
Common examples of custom events include tracking:
- Button Clicks: Monitor clicks on essential buttons, such as "Add to Cart," "Sign Up," "Contact Us," or any other call-to-action buttons. Analyzing button-click events helps you assess the effectiveness of your calls to action and user engagement.
- Video Plays: If your Shopify store features product videos, tutorials, or promotional clips, tracking video plays allows you to gauge user interactions with this content. You can measure the number of video starts, completions, and user engagement.
- Downloads: If your website offers downloadable resources like e-books, guides, product manuals, or brochures, you can track downloads to assess the popularity of these resources. Understanding which downloads are in high demand can help you tailor your content strategy.
- Form Submissions: Form Submissions: Monitoring form submissions, such as contact forms or lead generation forms, is crucial for businesses that rely on user inquiries or sign-ups. You can track the number of form submissions and evaluate the effectiveness of your arrangements.
- Link Clicks: If your website includes links that direct users to external websites or partner sites, tracking link clicks is essential. This allows you to measure the outbound traffic you generate and the relevance of external content to your audience.
- Popup Engagement: For websites that use popups for promotions, newsletters, or special offers, tracking user interactions with these pop-ups is valuable. By assessing how users engage with popups, you can optimize your popup strategies.
Advanced Event Tracking Use Cases
Beyond the common use cases mentioned above, there are various advanced scenarios where Event Tracking can provide critical insights:
- Tracking User Engagement: Event Tracking allows you to understand how visitors engage with specific content on your site. For instance, you can track interactions with interactive elements, surveys, quizzes, or user-generated content.
- Evaluating E-commerce Activities: In the context of an online store, Event Tracking can be applied to monitor e-commerce-related actions. This includes tracking product clicks, adding items to the cart, initiating the checkout process, and completing purchases. These insights help you fine-tune your sales funnel and reduce cart abandonment.
- Tracking Affiliate Marketing: If you're running an affiliate marketing program, Event Tracking can monitor affiliate link clicks, lead generation, and conversions. This is essential for assessing the effectiveness of your affiliate partnerships.
- Analyzing Custom Interactions: Depending on your business model, you can set up custom interactions to monitor unique events that align with your objectives. For instance, tracking product configurator usage, quiz completions, or subscription renewals can provide valuable insights into user behavior.
Event Tracking is a versatile tool in Google Analytics that can be adapted to suit your Shopify store's specific needs. By setting up custom events and exploring advanced tracking use cases, you can gain deeper insights into user behavior, optimize your website, and improve the overall performance of your store.
3. Enhanced Ecommerce Tracking
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Going Beyond Basic Ecommerce Tracking
Basic ecommerce tracking provides valuable transaction data, such as the number of sales and revenue. However, to take your Shopify store's performance to the next level, you must go beyond the basics. Enhanced Ecommerce Tracking is the solution that allows you to delve deeper into the customer journey and gain comprehensive insights into the entire ecommerce process.
With Enhanced Ecommerce Tracking, you can track and analyze user interactions from the moment they land on your website to the final purchase decision. This includes monitoring product views, adding items to the cart, starting the checkout process, and completing the purchase. By understanding these steps in detail, you can optimize each stage to boost your conversion rates and revenue.
Setting Up Enhanced Ecommerce Tracking
Setting up Enhanced Ecommerce Tracking might sound complex, but with the proper guidance, it can be a manageable process. The steps typically involve adding specific tracking codes to your website. Here's a high-level overview of what you need to do:
- Enable Enhanced Ecommerce in Google Analytics: Start by allowing Google Analytics' Enhanced Ecommerce feature. This tells Google Analytics that you want to track detailed ecommerce data.
- Update Your Tracking Code: You'll need to modify your existing Google Analytics tracking code to include Enhanced Ecommerce functionality. This may involve adding extra code to your Shopify store's template.
- Implement Enhanced Ecommerce Tags: Within your tracking code, you'll implement tags for different ecommerce actions, like product impressions, clicks, and purchases. These tags are essential for collecting data.
- Customize Your Ecommerce Setup: Google Analytics allows you to tailor your Enhanced Ecommerce setup to match your specific store structure and objectives. You can configure it to track details like product categories, prices, and promotions.
- Test Your Implementation: Before deploying Enhanced Ecommerce tracking, it's crucial to test it to ensure that it's correctly capturing the data you need. This step is vital to verify that your tracking codes function as expected.
- Review Enhanced Ecommerce Reports: Once you've collected enough data, review the Enhanced Ecommerce reports in Google Analytics. These reports offer in-depth insights into user behavior throughout the ecommerce journey.
Utilizing Enhanced Ecommerce Reports
Enhanced Ecommerce Reports in Google Analytics offer a wealth of information about how users engage with your online store. Here are some of the critical reports that Enhanced Ecommerce provides:
- Shopping Behavior Analysis: This report reveals the steps users take as they progress through the shopping process, from viewing products to purchasing. By analyzing this data, you can identify where potential customers are dropping off and optimize those areas to improve conversions.
- Checkout Behavior Analysis: With this report, you can dive deep into the checkout process, pinpointing where users abandon their carts. Identifying bottlenecks and friction points allows you to help cut down on cart abandonment and expedite the checkout process.
- Product Performance: Discover which products are performing exceptionally well and which might need a boost. By examining this data, you can refine your product offerings and marketing strategies.
- Sales Performance: This report breaks down the revenue generated by your store, allowing you to track sales trends and measure the effectiveness of different sales and promotional efforts.
- Product List Performance: If you use product lists (such as categories or search result pages), this report helps you assess how users interact with those lists. It provides insights into the popularity of products in different contexts.
- Promotion and Coupon Usage: If you run promotions or offer discounts, this report tracks how users engage with these offers. You can evaluate which advertisements are the most effective and optimize your marketing campaigns accordingly.
- Affiliate Marketing: For businesses that engage in affiliate marketing, Enhanced Ecommerce Reports can help you assess the performance of your affiliates. This includes tracking the revenue generated by each affiliate's efforts.
Enhanced e-commerce tracking is a valuable tool for Shopify store owners looking to gain a deeper understanding of their customer's behavior. By setting it up and utilizing the provided reports, you can optimize your ecommerce strategy and ultimately boost the success of your store.
4. Advanced Google Analytics Metrics and Dimensions
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Understanding Advanced Metrics
Advanced metrics in Google Analytics go beyond the basics, offering more profound insights into your Shopify store's performance. These metrics provide a more comprehensive understanding of user behavior, conversion funnels, and the impact of your marketing efforts. By delving into these advanced metrics, you can use data to enhance your decision-making online company.
In-Depth Analysis of Key Dimensions
Dimensions in Google Analytics are attributes of your data that you can use for deeper analysis. They provide context for your metrics and help you understand the various aspects of user interactions on your website. Some key dimensions that offer valuable insights include:
- Device Category: This dimension categorizes user devices as desktop, mobile, or tablet. Understanding the device types your visitors use can help you tailor your site's responsiveness and mobile experience.
- Source/Medium: This dimension shows where your traffic is coming from. It breaks down your visitors into categories like "organic search," "referral," and "direct," providing insights into which channels are driving traffic.
- Landing Page: Analyzing the first pages users land on can help you assess the effectiveness of specific landing pages or marketing campaigns.
- Event Category/Action/Label: If you've set up event tracking, these dimensions offer insights into user interactions with specific elements on your site. You can see which categories or actions are more popular and how users engage with them.
- Site Search Term: If your site has a search function, this dimension shows the terms users enter. It's valuable for understanding what your visitors are looking for and optimizing your content.
- User Type: This dimension distinguishes between new and returning users. It's useful for crafting different strategies for each group.
- Custom Dimensions: You can create custom dimensions tailored to your business needs. Custom dimensions enable you to track data unique to your Shopify store.
Custom Metrics and Dimensions
In Google Analytics, custom metrics and dimensions allow you to tailor your data collection to your business objectives. While Google Analytics provides a rich set of standard metrics and dimensions, customizations let you gather data unique to your Shopify store.
Custom metrics are numerical data points you define to track specific goals. For example, you might create a custom metric to measure the number of video views or product downloads.
Custom dimensions are attributes that provide context to your data. They can include anything from user roles (like "customer" or "admin") to subscription levels or any other business-specific information.
Using custom metrics and dimensions, you can gain more precise insights into your online store's performance. Whether you're tracking unique user interactions or gathering data related to your business model, customizations enable you to fine-tune your analytics and make more informed decisions to enhance your Shopify store.
1.Can Google Analytics help me track the effectiveness of my marketing campaigns on Shopify?
Yes, Google Analytics can be a game-changer for tracking the effectiveness of your marketing campaigns on Shopify. It provides invaluable insights into how your campaigns are performing, offering a wealth of data to help you make informed decisions.
With Google Analytics, you can see which advertising platforms generate the most leads and visitors to your Shopify store. This data lets you allocate your resources wisely, whether it's optimizing your social media ads, fine-tuning your email marketing, or improving your SEO efforts. Moreover, Google Analytics offers goal tracking, allowing you to monitor specific campaign-related actions, such as sign-ups, purchases, or downloads. It's like having a campaign performance report at your fingertips, ensuring you can continually refine your strategies for maximum impact and ROI.
2. Are there any common mistakes to avoid when using Google Analytics for Shopify?
Even though Google Analytics is an effective tool for enhancing your Shopify store's performance, there are common mistakes that you should avoid to make the most of this platform. One common pitfall is setting up ecommerce tracking correctly. With this, you can get essential data for understanding product performance, conversion rates, and revenue. Ensure you've enabled e-commerce tracking in your Google Analytics settings to gain accurate insights.
nother mistake is not using UTM parameters for campaign tracking. With them, it's easier to attribute specific campaigns to your traffic and conversions. UTM parameters allow you to see the impact of your marketing efforts. Lastly, neglecting to review and clean your data regularly can lead to inaccuracies over time. Keep an eye on your data quality to ensure that your insights and decisions are based on reliable information. By steering clear of these common errors, you'll make the most of Google Analytics for your Shopify store.
3. What resources or training options are available for learning about Google Analytics and Shopify integration?
There are several valuable resources and training options to help you expand your knowledge of Google Analytics and its integration with Shopify. Shopify offers detailed guides and documentation on setting up and utilizing Google Analytics effectively with your store. Additionally, Google's Analytics Academy provides free online classes covering all topics, from fundamentals to advanced techniques, offering a structured learning path.
If you prefer hands-on learning, you can explore webinars and workshops offered by e-commerce experts and agencies. Many online platforms, including Udemy and Coursera, also feature courses focused on Google Analytics and its application to e-commerce, including Shopify. These resources, whether free or paid, can equip you with the knowledge and skills needed to optimize your Shopify store with Google Analytics.
In summary, integrating Google Analytics with your Shopify store is a strategic step toward unlocking your e-commerce potential. This guide has shown you how to harness the power of data-driven insights for optimizing your website, enhancing the user experience, and boosting conversion rates.
To boost your Shopify store's performance with Google Analytics, you'll need a versatile tool like EComposer. EComposer empowers you to craft diverse product pages, ranging from standard layouts to fully customized designs. Ready to take your Shopify store to the next level with Google Analytics and EComposer? Give it a try today!
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