GA4 Migration for Virgin Voyages

Objectives

Organize, manage, and transit digital marketing and measurement tags to GA4 tracking
Get a full view (web and app) of the customer journey

Challenges

Make the transition of the event tracking in Universal GA to GA4
Replicate custom conversion tracking from Universal GA to GA4
Merge and be able to distinguish web and app data streams in roll-up GA4 property
Replicate reporting dashboards based on newly configured GA4 tracking

Process

Integration: We helped the client integrate GA4 with other Google Marketing tools like DoubleClick, Google Ads, BigQuery, and App data, which assisted them in remarketing activities and advanced analytics. Implementation: The client was running Universal Analytics 360, and the migration to GA4 was equipped completely through Google Tag Manager. We upgraded their existing data layer, carefully triggering the rules and passing complex relational custom dimensions and metrics to take data tracking, mining, and action to a new level.