Senior living management leader in the Midwest US partners with Quilytics for GA4 migration of their 65 B2B websites

Client Introduction

The client is a prominent senior living property management company specializing in senior living and care services, including independent living, assisted living, memory care, and skilled nursing care. They operate senior living communities across the United States, with a presence in about 65 locations across Midewest region in the US.

Business Problem

As a multi-location and multi-region organization, the client encountered the challenge of effectively managing their data to drive informed business decisions. The complexities of their diverse and fragmented dashboards hindered their ability to identify discrepancies, extract valuable insights, and optimize their digital marketing strategy through data-driven decisions. Simultaneously, the migration of all 65 websites from Universal Analytics (UA) to Google Analytics 4 (GA4) presented a formidable task.

Project Goals

Audit current tagging setup

Audit 65 websites and their UA and Google Tag Managers to identify key Call-to-Actions (CTAs), conversion buttons, engagement sections, goals, and conversions.

Develop a migration plan

Develop a comprehensive plan for migrating all 65 websites to GA4, including timelines and milestones.

GA4 implementation

Implement GA4 properties for each website according to the plan

How Quilytics Helped

Planning

The client approached Quilytics with a pressing deadline to migrate 65 websites to GA4. Quilytics devised a meticulous plan to tackle the task efficiently. The team performed a rapid audit of all websites and UA, prioritizing websites for migration. Agile methodology was adopted due to incomplete initial project information, setting milestones accordingly. The Website Analytics team divided websites by regions, focusing on completing GA4 migration based on priority and effective client communication.

Implementation

A GTM Tagging strategy was developed, distinguishing between conversions shared by all properties and those unique to each property. As all websites were non-ecommerce B2B in nature, the conversions were identified as Form submissions, Calls, Chatting thorough a Virtual Assistant and Webforms. All these conversions were custom and tags were created based on the manner in which these thrid party tools were deployed on the website. Property creation, settings, tag creation, trigger conditions, and tags for third-party conversions (phone and forms) were implemented. Form placement and field analysis led to tailored tag creation. Triggering conditions for different types of forms on a website was worked on for proper tag firing and accurate data collection in GA4. Connections with the phone system were established and tested, and tags for "Conversational webforms" were created and verified. Differentiation in the nomenclature for conversational webform and Chat via Virtual Assistant was established to track them separately. Nomenclature of these events in their respective datalayers was established to be able to create tags in GTM. Tags for ad-based marketing, including paid search, display, and other paid media, were also set up. Events in GA4 corresponding to all conversion tags were created for accurate website tracking. Client ID was generated to track each user's complete journey across the website.

Testing

An audit of all tags in GTM debug view undertaken to double check tag implementation. Wherever, tags did not fire as expected, triggers and variables were rechecked and fixed. An audit between UA ann GA4 ensured that all traffic and conversion data was being recorded in GA4 as expected. A report consisting of audit of all 65 websites was submitted to the client for review.

The Business Intelligence team took over, building new dashboards in Looker Studio. After thorough training on GA4 changes, the team designed the new dashboards, considering new nomenclature, metrics, and parameters.

Through transparent communication, Quilytics' website analytics and business analytics teams successfully accomplished the monumental task of migrating 65 websites from Universal Analytics to GA4.

Result

- The Website analytics and Business analytics teams at Quilytics worked with meticulous planning, transparent communication and detailed implementation to deliver final GA4 related dashboards to the client before the sunset of Universal Analytics.

-The Client was able to have seamless business continuity without losing any data because of the sunset of Universal analytics.

-The Business Analytics team took over, building new dashboards in Looker Studio. After thorough training on GA4 changes, the team designed the new dashboards, considering new nomenclature, metrics, and parameters.

-Through transparent communication, Quilytics' website analytics and business analytics teams successfully accomplished the monumental task of migrating 65 websites from Universal Analytics to GA4.

-Quilytics also recommended and implemented a database solution on Google cloud platform for the client to store its historical data from Universal analytics, so that it can query using SQL whenever required. Quilytics also provided consultation on data management and ad-hoc support in running queries.