72 Google analytics migration from implementation to QA

Context: From The Future is a digital marketing agency specializing in analytics and conversion rate optimization (CRO). The company needed to migrate multiple clients from Universal Analytics to Google Analytics 4 (GA4).

Problem: Clients needed to transition to GA4 due to the deprecation of Universal Analytics, but faced challenges in ensuring a smooth migration without data loss or inaccuracies.

Hypothesis: A structured migration plan with thorough testing and validation would ensure a smooth transition to GA4, maintaining data integrity and providing advanced tracking capabilities.

Actions Taken:

Migration Planning: Developed a detailed migration plan for each client, outlining the steps and timelines.

Implementation: Migrated over 72 websites from Universal Analytics to GA4, setting up advanced tracking and ensuring data continuity.

Quality Assurance: Conducted comprehensive QA testing to validate the accuracy of the migrated data.

Training: Provided training sessions for clients to help them understand and leverage the new features of GA4.

Results:

Successful Migration: Achieved a 100% success rate in migrating clients to GA4 without any data loss or significant issues.

Enhanced Tracking: Enabled clients to utilise advanced tracking features in GA4, leading to more detailed and actionable insights.

Client Retention: Improved client retention by 15% due to the successful migration and enhanced analytics capabilities.

Conclusion: The structured migration plan and thorough QA processes ensured a smooth transition to GA4 for all clients, enhancing their analytics capabilities and improving client satisfaction and retention.