Implementation Migration High

Analytics Platform Migration

Migrating analytics platforms is the highest-risk project in tracking. Miss one event and dashboards break. Get the data layer wrong and nothing works. We handle the full migration with parallel tracking to ensure zero data loss.

20-25 hours

Why Migrations Fail

Most analytics migrations fail quietly. The new platform goes live, teams celebrate, and three weeks later someone notices that conversion numbers are 20% lower than before. By then, you've lost weeks of reliable data and worse, you've been making decisions based on incomplete information.

Migrations fail because they're treated as a copy-paste exercise. Take the old events, recreate them in the new platform, done. But platforms don't work the same way. GA4's event model is fundamentally different from Adobe Analytics' eVars and props. Tealium's load rules behave differently from GTM's triggers. What worked in the old platform needs to be redesigned for the new one not replicated.

We treat every migration as a three-phase project: map what exists, build what's needed in the new platform, and run both systems in parallel until the data matches. The parallel tracking phase is where most agencies cut corners. We don't because that's where data loss gets caught before it becomes permanent.

Migration Process

Source Platform Audit

We document everything in your current platform every event, every parameter, every custom dimension or variable. This becomes the migration specification. We also identify tracking that's outdated or broken and shouldn't be migrated.

Destination Platform Architecture

We design the implementation for the new platform, translating concepts from source to destination. GA4 events don't map 1:1 to Adobe events we ensure the new implementation takes advantage of the destination platform's strengths.

Data Layer Adaptation

If the data layer needs to change, we modify it. If it can be reused, we adapt the TMS layer to consume it differently. The goal is minimal developer work while ensuring the new platform gets the data it needs.

Implementation in New Platform

We build the complete tracking implementation in the destination platform. Every event, every parameter, every consent integration configured and tested in isolation before enabling alongside the existing setup.

Parallel Tracking & Comparison

Both platforms run simultaneously for a defined period (typically 2-4 weeks). We compare data between them event counts, conversion values, user counts and investigate every discrepancy before the cutover.

Cutover & Decommission

Once data parity is confirmed, we cut over to the new platform and decommission the old tracking. You get complete documentation and a training session for the new setup.

Deliverables

Migration Specification Complete mapping from source to destination platform (every event, parameter, and custom dimension)
Working New Implementation Fully configured destination platform with all events and integrations
Parallel Tracking Report Data comparison showing parity between old and new platforms
Discrepancy Analysis Documentation of any data differences and their root causes
Cutover Plan Step-by-step guide for switching from old to new platform
Training & Documentation Complete handover with technical docs and team walkthrough

Frequently Asked Questions

How long does the parallel tracking period last?

Typically 2-4 weeks. Enough to cover different traffic patterns (weekdays, weekends, campaigns) and validate data across various scenarios. For seasonal businesses, we may recommend aligning with a representative traffic period.

Can we keep historical data from the old platform?

Historical data stays in the old platform migrations don't transfer past data. We can help you set up data exports or warehousing solutions if preserving historical data access is important for your reporting.

What if we're migrating both analytics and TMS?

Common scenario (e.g., moving from Adobe Analytics + Adobe Launch to GA4 + GTM). We handle both in a single coordinated migration. The scope increases but the methodology stays the same.

Do you support Segment, Snowplow, or Amplitude migrations?

Yes. We've migrated to and from Segment, Snowplow, Amplitude, Mixpanel, and Heap. The methodology is platform-agnostic the specifics of each platform differ but the process is consistent.

Prerequisites

• Admin access to source platform
• Admin access to destination platform
• Current implementation documentation (if available)
• Development team availability for data layer changes

Assumptions (for 20-25 hours)

• Current tracking is reasonably documented or discoverable
• Parallel tracking period of 2-4 weeks is feasible
• No major tracking redesign needed (scope that separately)