Case Study

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.


100 plus hours saved in estimated manual workload through automation.


Historical data available for time-over-time comparisons.

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

IPR Software can now perform time-over-time comparisons on GA4 data using UA data. Additionally, they can now perform additional analysis using BigQuery, which is not confined to GA4 out-of-the-box analytics options.

The implementation saved IPR Software money and time, and it was a hassle-free process. We developed automations to implement the solution, which was not the traditional route. This ensured that the implementation was not only efficient but also innovative.


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.
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics