Client: National media publisher with multiple revenue streams Role: Cross-Platform Data Architect • Analytics Systems Strategist • Project Lead Timeline: ~4 months Stack: GA4, GTM, Custom Event Tracking, Multi-Site, BigQuery, PHP

Google Analytics Universal was sunsetting, but no clear GA4 migration plan existed

Multiple platforms and revenue models had fragmented tracking, risking critical data loss

External vendors provided only generic migration templates, missing platform-specific business logic

Marketing, sales, and product teams faced losing their most valuable user and funnel insights

The risk wasn’t just bad tracking—it was losing the data foundation for revenue and growth decisions.

Brought in as a Cross-Platform Data Architect, I designed and led the full analytics modernization— aligning business units, rebuilding tracking from the ground up, and ensuring the new GA4 infrastructure could grow with the company’s roadmap.

Ran structured cross-team discovery sessions to define meaningful tracking goals across platforms

Implemented a custom event-driven GA4 tracking architecture, matched to real UI behaviors and business reporting needs

Rebuilt GTM container structures to support scalable, modular tagging logic

Developed backend event pipelines (PHP, BigQuery) to consolidate high-value interactions across different properties

Introduced governance practices and naming standards to ensure tracking consistency moving forward

Coordinated vendor alignment and QA to prevent common GA4 migration failures (missing dimensions, broken attribution paths)

Delivered a robust, scalable GA4 analytics foundation across web properties and revenue streams

Enabled advanced segmentation, funnel tracking, and audience building for more effective marketing campaigns

Protected core KPIs and analytics continuity during the GA Universal sunset, avoiding data loss

Improved visibility into user flows, campaign ROI, and platform-specific engagement metrics

Positioned the business with a future-proof analytics stack, ready for ongoing product evolution

👉 GA4 isn’t just a migration—it’s your next advantage. Let’s make sure it works for your business, not against it.