Smooth transition from UA to GA4 on eCommerce Shopify website

Successful UA profile migration

User flow exploration reports created

Custom reports created

About the client

Percival is an international online and instore menswear brand which produces classic wardrobe staples, but with a difference. Based in East London, they make unique and varied collections, and sell direct to customers.

The brief

Distinctly were approached to audit and complete the migration of Percival’s Google Analytics profile from Universal (UA) to GA4, ahead of the July 2023 deadline. This included resolving channel attribution, troubleshooting data discrepancies and future proofing the account through correct tagging and team training.

What we delivered

Using a phased approach, we successfully completed the migration from UA to GA4 over the course of a month. Fixes were put in place for the reallocation of traffic away from the channel group “Unassigned”, custom events set up using Google Tag Manager, audiences replicated and settings revised to ensure the most accurate collection of data possible.

Discrepancies in numbers between GA4 and Shopify were investigated and detailed explanations provided as well as recommendations for future changes such as the implementation of refund data and in-store revenue imports.

Over 15 Explorations were created to help trend analysis and influence future marketing decisions, and a similar number of Custom Reports were implemented to replicate key views from Universal Analytics.

Training on the new interface was then delivered for the internal team, followed by ad hoc support to help make the migration as easy as possible.

Quote From Client

Rob and Sam were so helpful with the Percival team and with the project. They were highly communicative and supportive, as well as completed the project on time to the required scope.”

Guljeet Samra

Chief Commercial Officer at Percival

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