Seamless Transitioning of 120 Sites from UA to Google Analytics 4
IPR Software is a CMS platform designed for news websites and newsrooms. With 120 websites live on the platform, they faced a significant challenge when the Universal Analytics (UA) platform of Google Analytics, on which their analytics dashboard was built, was set to become obsolete without backward compatibility.
Project Type: Martech Activation, Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
124
sites migrated in under 60 days through automation.
100
plus hours saved in estimated manual workload through automation.
30%
faster reporting cycles achieved by streamlining data processing with SCD and stored procedures.
IPR Software
UA to Google Analytics 4
Martech Activation
The Challenge
With the transition from Universal Analytics (UA) to Google Analytics 4 (GA4), the main challenge was to ensure that the analytics dashboard, which had been working on UA data only, continues to work seamlessly. With 120 websites live on IPR, the backward compatibility issue with UA data was a significant roadblock.
The Solution
We started by pushing all relevant data to BigQuery, making the data future-proof and saving it for any future analytics requirements. Next, we made new GA4 properties for all IPR Software accounts and added custom events for server-side implementation. We modeled the data in a way that it could be merged and created efficient data processing and collection using Slowly Changing Dimensions (SCD) and stored procedures to update only the necessary data. We also made dashboards to compare data collected, making it easy for IPR Software to track the progress of the implementation.
The Result
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IPR Software can now perform time-over-time comparisons on GA4 data using integrated UA data. -
They can also conduct advanced analysis through BigQuery, bypassing GA4’s default limitations.
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The implementation process was hassle-free, saving both time and money.
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Automations were developed to implement the solution, avoiding traditional methods.
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This approach ensured the process was efficient, cost-effective, and innovative.
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Automated migration of 124 sites in less than 60 days.
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100 plus hours saved in estimated manual workload through automation.
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Historical data available for time-over-time comparisons.
The solution we provided enabled them to continue seamlessly with backward compatibility, future-proofing their data collection and storage and giving them the freedom to activate new use cases in the future.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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