Google Analytics 4

In this article, you'll learn what you need to know about using Google Analytics with e-guma.

In this article

Universal Analytics was discontinued by Google on July 1, 2023. Since that date, no new hits have been processed in Universal Analytics properties (tracking ID starts with UA-). If you are still using Universal Analytics, we recommend that you switch to Google Analytics 4 (measurement ID starts with G-). Tracking with Universal Analytics will work in e-guma until the end of June 2023. These instructions refer to Google Analytics 4.

Linking Google Analytics 4 with e-guma

You can link your Google Analytics account with e-guma in order to count visitor numbers to your online shop. In e-guma, select Settings -> Online shop -> Basic settings. Activate the field Google Analytics and enter your Measurement-ID. Google Analytics 4-Properties (GA4-Properties) have a Measurement ID that starts with G-.

Refer to this guide to find out where to find the Measurement ID in your Google Analytics account.

You can enter both the Google Analytics Measurement-ID and the Container-ID from Google Tag Manager. However, when using Google Tag Manager, we recommend that you integrate Google Analytics into Google Tag Manager and only enter the Container-ID from Google Tag Manager into your e-guma Backoffice. If you enter both IDs in e-guma, Google Analytics must not be integrated in the Tag Manager. This would otherwise lead to double counting. More information on Google Tag Manager you will find here.

Cross-domain Tracking

The aim of cross-domain tracking is that a user can be identified as one user across different domains. So if you are analysing two domains, e.g. and, you can use cross-domain tracking to collect the data from both domains in one "data pot". In this way, users who come and move from one domain to the other are identified as one user.

You can set up cross-domain tracking in Google Analytics 4 in the administration panel of your Google Analytics backoffice. You can find more information on this in the Google instructions: Set up cross-domain tracking.

Referral Exclusion List

When payment is made with a credit card, the purchaser is redirected for a short period to a website operated by Datatrans AG (Payment Service Provider) to enable the credit card to be checked. Provided the credit card is valid, the purcahser will then be forwarded to the completion page of the e-guma Online Shop. To ensure that the referral from Datatrans ( is not recorded in Google Analytics, you can exclude the Datatrans domain.

To do this, from your Property select Data Streams. Select the according data stream and click Configure tag settings:  

Click Show all to see all available settings and click List unwanted referrals


 Enter in the domain field:

E-Commerce Tracking

The data in the e-commerce area of Google Analytics can be delayed by a few hours up to days. Find more info here.

With the Google Analytics 4 integration, a  page_view event is sent on every page in your online shop. Additionally, a purchase event is sent on the completion page after a successful purchase. The purchase event also transmits the order data. 

More details can be found in the Google user guide on e-commerce information.

No data will be sent to Google Analytics during the project phase (the project phase ends upon go-live).