Analytics

GA4 Migration & Implementation

Full enterprise migration from Universal Analytics to GA4 with BigQuery export and custom dashboards.

GA4 GTM BigQuery Data Layer Looker Studio SQL

The Challenge

With Universal Analytics sunset in July 2023, the client needed a complete migration to GA4 without losing historical data continuity. They also needed event tracking rebuilt from scratch since GA4's event model differs fundamentally from UA's.

What I Did

Audited all existing UA goals and mapped them to GA4 event equivalents
Redesigned the GTM data layer to push structured event data for all user interactions
Configured GA4 custom events: form_submit, file_download, scroll_depth, video_play, cta_click
Set up BigQuery export for long-term data retention and SQL-based analysis
Built Looker Studio dashboards pulling from BigQuery for real-time reporting
Ran both UA and GA4 in parallel for 3 months to validate data accuracy
Trained the marketing team on GA4's exploration reports and funnel analysis

Outcome

Seamless migration with zero data gaps. The client now has a complete 2-year data warehouse in BigQuery. Custom dashboards give the marketing team daily visibility into acquisition, engagement, and conversion metrics without needing to export data manually.

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