Ecommerce startup was able to start website promotion and measure ROI with confidence

Ecommerce, Homeware, Luxury retail
Shopify, Small business, Start-up business
Ecommerce startup web analytics
XV Stripes logo
"Business Ahead configured the Google Analytics account for me and created a dashboard that I am confident shows all the right data. It all actually makes sense. [...] The video-call run-through helped me get my head round all that was delivered and what to do with it."

Share This Case Study

Share on facebook
Share on linkedin
Share on twitter
Share on email


XV stripes is a start-up Ecommerce brand that sells luxury, nautical bedding - inspired by the coast in the Isle of Wight. Having recently launched a Shopify website, they wanted to make sure their tracking was in place from day one so they can measure the return of their advertising, PR and social media investments accurately.

The other requirements were:

  • automated and easy-to-understand dashboard that shows how the website is performing,
  • data strategy that allows the tracking system to be upgraded and adapted easily as the company grows,
  • knowledge transfer that helps the directors and their marketing partners set up campaign tracking in a consistent way,
  • mini-training session that coaches on how to navigate the dashboard and Google Analytics reports to find key website metrics.

With the help of Business Ahead, they now have a fit-for-purpose website tracking system that will allow them to make the most of their marketing investments.

Services delivered

Channel tracking guidelinesData strategyData Studio dashboard creationFacebook Pixel installationFunnel visualisationGoogle Analytics configurationGoogle Tag Manager configurationShopify Ecommerce tracking in Google Analytics


Even though the exact tracking requirements were not defined, we were able to use our experience to decide on the right data strategy for XV Stripes' business stage. We checked and configured all the basics and provided reporting and guidelines that would help them use their data in a meaningful way.

While it wasn't necessary to set up any advanced configuration, we did make sure that a few things were in place:

  • Shopify websites force you to use their native Google Analytics and Facebook Pixel configuration but we were still able to set up Google Tag Manager to complement this. It will be helpful for tracking extra user interactions and third party integrations.
  • We configured a Google Analytics checkout funnel so that any worrying drop-off points can be identified.
  • We set up an additional goal for newsletter signups.
  • We provided an advanced way to exclude internal traffic for the entire team and from multiple devices - avoiding the limitations of an IP-based exclusion only.
  • We created an automated and interactive dashboard using Data Studio. It shows website performance grouped by: Ecommerce data, Demographics, Acquisition and User Behaviour.

The documentation we delivered explained in plain language what was done and why. We also highlighted special areas of interest that will be particularly relevant for XV Stripes to collect and analyse their data accurately. The documentation was compiled so that it can be shared with other marketing partners for easier data management.

To make sure the information is clear and relevant, we also did a screen-share training that reiterated key points in the documentation and showed how to access key data.

Finally, we provided guidelines for recognising the next stages in their web analytics journey, so they know exactly when their set-up needs to be reviewed again and what insight will be possible once specific data milestones are reached.


Complete web and advertising tracking configuration + reporting that measures marketing ROI accurately
Web analytics growth strategy to facilitate marketing activities beyond the start-up phase

Let's get started!

Be the next success story

Did this client’s challenges resonate with you? It’s time to get your data sorted too.

Discover how far you are from an optimisation‑ready configuration.

Get in touch with a web analyst by filing out the form below. We offer free consultations if you’d like to know how we could solve your biggest data challenges.

Contact us

Business Ahead Ltd is registered in England and Wales. Reg. no.: 11394787.

5 Piccadilly Place
M1 3BR

Follow us


Business Ahead support marketing and optimisation teams with their website tracking and reporting needs – so that when you start your optimisation programme, you can achieve even better results. 

We help clients build the foundations for better website optimisation and traffic increase. We use website analytics to access and visualise data and discover new ways to improve website experiences. 

Our team of analysts are versed in Google Analytics, Google Analytics 360, Google Tag Manager and Google Data Studio. 

Based in Manchester, UK, we work with businesses all over the world. We are flexible and can act as consultants only or partners that can support your digital strategy implementation. 

Start your website optimisation journey with a Google Analytics Health Check.

© 2021 All Rights Reserved

Scroll to top
This website uses cookies to improve your experience.