PROBLEM: Multinational manufacturer and retailer with nine separate product lines was using a prior version of Google Analytics (Universal Analytics) which was sunset by Google, necessitating upgrades to a new version (GA4). GA4 is a significant departure from Universal Analytics in terms of data model, implementation, and front end reporting.

ACTIONS: Developed a customized measurement strategy, with client input, based on the sites, audiences, and needs of the nine businesses, including a new strategy to unify data across product lines for a holistic view.

Implemented measurement plan with GA4 setup, Google Tag Manager, data layer specifications, and ERP / CDP integration to ensure critical user behaviors that mattered most to the businesses were tracked.

Created actionable and insightful reports and dashboards in Looker Studio to allow the business to view performance at a glance as well as drill in as needed.

Provided ongoing training and support to empower the teams to maximize the value of GA4.

RESULTS: Successful relaunches, unified data views across product lines, integrated data into Customer Data Platform for downstream remarketing and CRM.