Enhanced User Engagement and Customer Analytics with GA4 Migration
Talent Systems, a leading provider of talent acquisition solutions for the creative industry, faced the impending sunset of Universal Analytics (UA) and the need to transition to the next-generation Google Analytics 4 (GA4) platform.
Project Type: Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
15%
YoY organic revenue growth
$1.2M
in incremental annual revenue from organic growth.
30%
faster reporting by consolidating data from 4+ platforms into GA4
Talent Systems
GA4 Migration
Funnel Optimization
The Challenge
With UA’s sunset approaching, Talent Systems needed to migrate its data and analytics to GA4 for multiple websites without compromising data integrity or continuity. Additionally, the company sought to improve its understanding of user behavior, particularly the conversion funnel from newly registered accounts to paying members.
The Solution
To address these challenges, Talent Systems engaged Marketlytics to conduct a comprehensive GA4 audit and implementation project. Marketlytics’ methodology involved:
1. Discovery and Stakeholder Alignment
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Conducting in-depth interviews with Talent Systems’ stakeholders to understand their reporting requirements and align on the desired GA4 implementation.
2. Migrating to Google Analytics 4 (GA4) & Shopify Integration
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With Universal Analytics sunsetting, Kindred Bravely needed a seamless transition to GA4 while ensuring accurate data tracking across Shopify.
3. Breaking Down Product Bundling Complexity
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Bundled product sales made it difficult to track demand for individual products, leading to inventory forecasting challenges.
4. Eliminating Data Silos Across Multiple Platforms
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Customer data was fragmented across Shopify, Facebook, Pinterest, and other marketing platforms, limiting visibility into the full customer journey.
The Result
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Talent Systems achieved a smooth migration from UA to GA4, maintaining data continuity and integrity.
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They can now create advanced analytics reports and run custom queries, enabling deeper data insights.
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Gained clearer visibility into user behavior and conversion funnels, especially from new registrations to paid memberships.
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Empowered to make informed decisions that boosted user engagement, optimized marketing efforts, and improved overall business performance.
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15% YoY organic revenue growth.
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Improved User Engagement and Conversion Rates.
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Enhanced Marketing Campaign Performance.
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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