For ecommerce websites, data has become the driving force behind success. The ability to understand and analyse website and marketing performance is essential for ecommerce business owners in New Zealand who strive to optimise their strategies and drive growth.The recent transition from Google Analytics to Google Analytics 4 has significantly impacted how website user data is collected and tracked. As a result, it's crucial for ecommerce businesses to adapt and optimise their marketing strategies with Google Analytics 4, ensuring accurate and insightful data for informed decision-making. At Blackpepper, we understand the significance of data-driven insights in shaping ecommerce success. Our expertise in Google Analytics 4 equips us to navigate the intricacies of this transition and harness the power of analytics metrics for your ecommerce website's growth. Keep reading as we explore the top 10 analytics metrics that will empower your decision-making and drive your ecommerce business forward. Understanding the Transition to Google Analytics 4With the recent sunset of Google Analytics, the industry-standard web analytics platform, businesses have to transition to the next generation of analytics: Google Analytics 4. This shift represents a significant advancement in tracking and understanding website user data. As an ecommerce business owner, it's crucial to comprehend the implications of this transition and adapt your analytics strategies accordingly. The move to Google Analytics 4 brings a new data model and innovative features designed to provide deeper insights into user behaviour across multiple devices and platforms. It leverages machine learning algorithms to deliver more accurate and actionable data, enabling you to make informed decisions that drive your ecommerce success. This transition has an impact on website user data and tracking. Google Analytics 4 utilises an event-based data model, where events, such as page views, clicks, and conversions, ...