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Google have announced a new version of Analytics – you may well have seen the notification if you’ve logged in recently. But what does it actually mean?

What is Google Analytics

First, a little background. Google Analytics is the industry standard for website analytics. Thanks to their market dominance, Google have access to a lot of data, and enough sway to be able to influence the set up of websites across the world. Virtually every platform comes with Google Analytics set up as standard, and IXO Commerce is no exception.

If you’re not already using it, you probably should be.

Google Analytics can be used to track visits, conversions and purchases. You can set up custom goals and events on contact or enquiry forms, account signups, or product page visits. The list of measurables is endless, and it’s a key weapon in the fight to make the most out of your website.

Even if you are working with an agency for your market, we’d recommend that you keep at least half an eye on your Analytics so that you can get a feel for how effective they are; look at referrals, traffic sources and attribution.

Using Google Analytics with Iconography
Using Google Analytics with Iconography

Our eCommerce platform is used successfully to power many online businesses;  from complex multi-site eCommerce propositions like Tripp Luggage to niche businesses like Firstcall Photographic or online boutiques like Townfields Saddlers.

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“Google want to make your life easier with machine learning”

Google Analytics Intelligence

Google is huge, and they're about to leverage their weight to make Analytics more intuitive. 

Backed up by their machine learning capabability and unprecedented user base, v.4 is going to make it easier for users to get to their data; you won't need to be an expert to understand Analytics any more!

Google will be offering plain English searches, such as, "What is my Property ID?" or "Which channel had the highest goal conversion rate?" Analytics v.4 will then provide you with the answers to your queries. It'll also be pushing automated insights, highlighting anomalies and suggesting insights.

Build and manage Events

Google Analytics has always tracked events, but now they are firmly front and centre. As they say, the "data you see in your Google Analytics 4 reports comes from events that are triggered as users interact with your website." 

That means a few subtle changes, but it also means a big expansion of the previous function. 

There are standard events included for Retail, Jobs, Lcal Deals, Travel and Games, and these provide a great starting point, but its the custom events where things get really interesting. 

Analytics now offers enhanced measurement of events such as scrolls action, site search, video engagement. All of these together allow you to get a real picture of user behaviour across your website. 

Explorations offer new insights

Explorations are a powerful tool designed for audience discovery and comparison. They go beyond the standard reports to find deeper insights. 

With Explorations, you can look at funnels, cohorts and segments, all the way down to individual user activities and lifetime behavours. 

Compare data between domains

Cross-domain measurement

If you have eCommerce websites across multiple domains, then v.4 is what you've been waiting for. 

The new Analytics has been built to allow for direct comparison of websites on multiple domains, perfect for those who have multiple front ends built onto one CMS. Companies like our client Tripp Luggage will really benefit from the consolidation of data as they manage AdWords and other marketing spend across their eCommerce ecosystem.

This one can be a little technical to set up correctly, but it's absolutely worth exploring. 

“So what are the key take aways?”

Machine Learning

v.4 will be using machine learning to answer your English language queries, as well as making recommendations and providing insights. 

Event Tracking

More than ever before, Analytic is focusing on Event tracking, with specific ones set up for Jobes, Local Deals, Games and Custom events


Measure what you want, in your way, without being contrained by Google's standard reporting

Cross-domain Measurement

With Iconography, Google Analytics v.4 comes as standard

Getting set up with Google Analytics

It's essential that your eCommerce platform gives you the very latest in Google Analytics functionality - if it doesn't, you're missing out.

XTRO eCommerce always provides the very latest Google Analytics integration as standard, but that's just the tip of the iceberg. We've worked with our clients to hone a truly enterprise level eCommerce platform, built to provide meaningful business intelligence.

Work efficiently with a modern and intuitive user interface.  Monitor your business with quick access to sales reporting and order exportsGranular administration permissions and CMS user action logging provide peace of mind and accountability.

Manage your business with workflow automation tools that enable you and your team to get things done. Optimise product category pages to drive higher sales by arranging products with a simple drag-and drop interface or applying intelligently automated merchandising rules.


Enterprise level eCommerce, tailored for each client by our team of dedicated developers. XTRO eCommerce features a comprehensive suite of leading edge features, including personalisation and intelligent merchandising to drive performance and deliver higher levels of user engagement and conversions.

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