GA4 Migration and Multi-Platform Analytics Setup
Designed and implemented a scalable GA4 analytics system across multiple platforms — aligning teams and unlocking new revenue opportunities.
Client
National media publisher with multiple web platforms and revenue streams
Role
Analytics Systems Strategist & Cross-Platform Data Architect
Timeline
~4 months
Stack
GA4, GTM, BigQuery, PHP, Custom Event Tracking
The Challenge
GA Universal was ending. There was no clear plan — and tracking was already scattered across sites, tools, and revenue models. Vendors offered templated migrations that ignored the business logic. Teams were flying blind — and about to lose the data that fueled growth.
My Role
I designed and led a full analytics overhaul — building a scalable GA4 system across platforms, aligning teams, and protecting critical data from going dark.
Solutions Delivered
- Ran cross-team discovery to define real tracking goals
- Implemented a custom GA4 event architecture — mapped to actual user behavior and revenue drivers
- Rebuilt GTM containers for modular, scalable tagging
- Developed backend event pipelines (PHP + BigQuery) to unify data across properties
- Set up naming and governance standards to keep tracking clean moving forward
- QA’d end-to-end flows to avoid GA4 pitfalls (missing data, broken attribution)
Business Outcomes
- Delivered a future-proof GA4 stack across all platforms
- Enabled deep segmentation, funnels, and audience targeting
- Preserved critical KPIs and avoided data loss during GAU shutdown
- Improved clarity on user flows, ROI, and platform engagement
- Empowered teams with reliable insights for growth decisions