UA to GA4 Migration for Multiple Websites
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Challenge
In my recent role, we faced the challenge of transitioning from Universal Analytics to Google Analytics 4 (GA4) across nine websites. The objective was to ensure a seamless migration, implement cross-domain tracking for comprehensive data analysis, and achieve significant cost savings.
Solution
In my role as Digital Marketing Manager, I led the GA4 migration project. The approach included the following steps:
Planning and Strategy: As we began the migration process, we quickly realized that the Universal Analytics setup varied significantly across the nine websites. This variability posed a challenge, as certain websites had more sophisticated tracking configurations while others were far less optimized. We worked closely with the marketing and IT teams to identify these discrepancies early, creating a tailored migration plan for each website. This approach ensured that no data was lost and that we were able to meet the unique requirements of each domain.
Implementation:
Configured GA4 properties and set up data streams for all nine websites.
Implemented cross-domain tracking to enable seamless tracking of user interactions across multiple domains.
Utilized Google Tag Manager to deploy GA4 tags and ensure accurate data collection.
Data Integration and Validation: A rigorous validation process was conducted to ensure that data from all nine websites was being accurately tracked. This process highlighted gaps in the original Universal Analytics setup that could have led to inaccuracies. By addressing these issues upfront, we ensured a smooth transition and set a foundation for future optimization.
Optimization and Reporting: Leveraging GA4's enhanced features, such as event tracking and user-centric measurement, we gained deeper insights into user behavior. Custom reports and dashboards were developed to facilitate data-driven decision-making, empowering the internal team to take control of ongoing digital marketing initiatives.
Result
Achieved approximately AED 180,000 in cost savings by successfully migrating to GA4 without the need for extensive external consultancy.
Enabled comprehensive data analysis through cross-domain tracking and advanced GA4 features.
Reduced reporting discrepancies by 15%, improving the accuracy of digital marketing reports.
Optimized website performance based on insights gained from the new tracking setup.
Empowered the internal team to use GA4, eliminating the need for external consultancy and building long-term internal capabilities.
Impact
Stakeholder Collaboration: Ensuring clear communication with stakeholders early on helped streamline the process and reduced the risk of misalignment during implementation.
Data Validation is Essential: The rigorous validation process identified gaps in the tracking setup that could have led to inaccuracies, reinforcing the importance of thorough testing.
Training and Empowerment: Empowering the internal team through training not only saved on consultancy costs but also ensured long-term capabilities for future projects.
Agility and Flexibility: Being flexible and adapting the strategy based on real-time testing was critical to the project’s success.
Tech Stack
Google Analytics, Google Tag Manager
