The use of data analytics is important in making informed choices for re-optimisation and design to improve the customer experience.

As technology advances so does the scope of digital transformation projects. There's no shortage of powerful analytics tools out there. For most businesses Google Analytics is their 'go to' platform.

But there are other analytics tools offering features that may be more suitable depending on the metrics you want to measure.

At Codehouse, we use tools like SEMrush, Moz, Hotjar, Matomo, Microsoft Clarity, Google Analytics (Google segments, Cohort analysis, Goal funnel visualisation), GTM and more to help our customers gain valuable insights on their website traffic. Naturally, we also utilise Sitecore Analytics to provide a more robust 360 view of activity and drive personalisation.

A question we regularly get asked is whether Sitecore analytics can be integrated with Google Analytics - and which is better? Sitecore Analytics or Google Analytics.

One method we use for more Sitecore insights is data layers. A data layer is a set of properties that flow from one system to another. For example, from the Sitecore Experience Database (xDB) to Google Analytics.

Our development teams configure data layers so that Sitecore metrics like goals, campaigns and pattern matches are surfaced in Google Analytics.

Another method is to use a new platform called RelevantEdge.

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What is RelevantEdge?

RelevantEdge integrates data from platforms like the Sitecore Experience Platform (XP), Sitecore Experience Manager (XM), commerce systems and portals using the RelevantEdge BI platform.

BI for Sitecore XP and XM delivers data visualisation using Sitecore data. For example, goals, campaigns, profiling, testing metrics are pushed into dashboards that enable marketers and designers to make better-informed decisions to improve content, conversion, and design.

In combination with these metrics, RelevantEdge also reads the Sitecore content tree. Your sites, subsites, content categories and pages are automatically updated in BI dashboards. This lets you create detailed visualisations that show how well content performs, including items with headline text and call-to-action text.

As a side benefit, your website analytics aren't totally reliant on external analytics scripts placed on your web pages. This results in fewer blocks, faster page loading, and less time needed to manage different analytics scripts for different sites in your Sitecore implementation.

Relevant edge segments example
An example of page optimisation metrics in RelevantEdge


If you are using Sitecore XP or Sitecore XM in combination with Google Analytics, you now have the ability to easily extract and unify the data for deep insights using Power BI. Chris Nash, RelevantEdge

Why consider RelevantEdge?

  • Connect and use live, readymade dashboards in an hour
  • You get over 100 data dimensions and data points
  • Access to 40 ready-to-run dashboards that will help you make important decisions
  • Unlimited DIY dashboarding
  • Extendibility of BI fields to suit your business needs
  • Access to raw, collected data from Sitecore databases
  • You can integrate it with your CRM, Google Big Query and other systems
  • There are 10 great things you can do with the platform

Learn more about data visualisation and analytics.

If you have a Sitecore website and want more insights on visitor behaviour, our Digital Experience team will work with you to get the best out of your data so that you achieve your goals.