From UA to GA in 1 Day
Our client, a mid-sized e-commerce brand specialising in high-end fashion, faced challenges with their outdated Google Analytics Universal (UA) setup. They were struggling with fragmented data, lack of cross-device tracking, and limited insights into customer behaviour.
Tracking Case Study
With the sunset of UA on the horizon, the brand partnered with us to migrate to Google Analytics 4 (GA4) and harness its advanced features for more robust data-driven decision-making.
Challenges
The migration objectives included preserving historical data, implementing enhanced eCommerce tracking for customer interactions, enabling cross-device insights, and creating custom dashboards to monitor KPIs like cart abandonment rates and top-performing products. The process presented challenges such as complex tracking requirements for multi-channel events, seamless integration with third-party tools like Shopify and Klaviyo, and maintaining real-time data.
Services
1. Audit of Existing UA Setup
We conducted a comprehensive audit of the client’s UA setup to understand existing data collection methods, gaps in tracking, and key metrics being monitored.
2. Mapping Data to GA4
Using the audit findings, we mapped all critical events and conversions from UA to GA4. This included:
3. Enhanced E-commerce Setup
We implemented GA4’s enhanced e-commerce tracking features, enabling the client to gain deeper insights into customer behavior
4. Custom Event Tracking
Our team configured custom events for specific interactions, such as product wishlist additions and email sign-ups. These events aligned with the client's unique business objectives.
5. Dashboards in Looker Studio
We created tailored dashboards in Looker Studio (formerly Data Studio), enabling the client to monitor key KPIs in real time. Metrics included:
6. Team Training and Documentation
Post-migration, we conducted training sessions for the client’s marketing and analytics teams. We also provided detailed documentation to ensure they could utilise GA4’s features effectively.
Services Provided
Enhanced Tracking
Implement advanced eCommerce tracking to capture customer interactions across the entire shopping journey.
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Ensure a seamless transition while preserving historical data and minimizing disruption to ongoing analytics processes.
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We created a tailored reports to align with the client’s KPIs, such as cart abandonment rates, top-performing products, and conversion rates.
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