Improper website migrations can severely disrupt the tracking of traffic, events, eCommerce activity, attribution, reporting, and overall visitor engagement. These disruptions can negatively impact your reporting accuracy and hinder your ability to make informed, data-driven decisions.
Website migrations are often among the most challenging experiences for digital marketers and web developers. They typically involve evaluating and revising numerous wireframes, layouts, and designs, as well as analyzing and updating website content. With long hours of collaboration and development under tight deadlines, it's easy for critical elements like Google Analytics and Google Tag Manager to be overlooked—jeopardizing post-launch tracking and insights.
To avoid the loss of essential marketing and business data during a migration, a clearly defined Google Analytics migration strategy is crucial. This involves thoroughly auditing the current analytics setup and ensuring it is properly mapped and replicated on the new website. Doing so guarantees that your data remains intact and accurate throughout the migration process.
Right Now Marketing Group is one of the most experienced and trusted Google Analytics Certified agencies in the U.S. We’ve successfully migrated hundreds of Google Analytics configurations to new platforms by leveraging our in-house team of web developers, SEO professionals, and digital marketers. Our comprehensive, cross-functional approach ensures your analytics and reporting remain strong and reliable long after your website migration is complete.
Our Google Analytics Migration Process
Our structured Google Analytics migration process follows a phased methodology refined through years of experience and hundreds of successful website migrations. The process includes three key stages:
- Audit
- Mapping
- Implementation
A complete Google Analytics migration strategy typically begins about three months before the new site goes live. Once access is granted to your existing Google Analytics and Google Tag Manager accounts, our specialists create a detailed migration roadmap. This roadmap covers the full transfer of your current tracking setup and includes any necessary enhancements to improve data accuracy and reporting.
Following roadmap approval, our team collaborates closely with your developers to implement tracking on the staging environment well in advance of the launch. This early setup allows for rigorous testing to ensure a smooth transition when the new website goes live.
Given the complexity and importance of a proper analytics migration, it’s essential to partner with a skilled team that has a proven history of delivering reliable, accurate tracking implementations.
Google Analytics Audit
Our team begins by conducting a comprehensive audit of your existing Google Analytics setup and tracking infrastructure. This includes a full review of your current Google Analytics configuration, Google Tag Manager containers, and any third-party advertising pixels used to monitor your digital marketing efforts.
We’ll also assess your development (staging) site to identify new or removed conversion points and determine how these should be tracked within Google Analytics. The same approach applies to user engagement points tracked as events we’ll ensure each interaction is properly recorded.
For eCommerce websites, we either audit the current eCommerce tracking or implement a new setup from scratch. Accurate eCommerce tracking in Google Analytics is essential for unlocking valuable insights into user behavior, conversion paths, and checkout funnel drop-offs. That’s why ensuring a precise and complete tracking setup on your new website is a top priority in our audit process.
Google Analytics Mapping
After gaining a clear understanding of your existing analytics setup and how your data is being tracked, our team develops a detailed transition plan. This plan outlines the migration of all essential components goals, events, filters, advertising pixels, and any other custom tracking elements. If your site includes eCommerce functionality, the plan will also incorporate the necessary eCommerce tracking requirements.
This roadmap serves as a blueprint to ensure a seamless transfer of your entire tracking infrastructure to the new website, minimizing disruptions and guaranteeing everything is properly in place at launch.
Implementation
Before your website goes live, and based on the findings from our initial audit, our analytics experts will begin setting up or enhancing your Google Tag Manager container and Google Analytics property. This phase involves detailed configuration and rigorous quality assurance (QA) to verify that all tracking elements function as intended.
As launch day approaches, we’ll conduct a final QA check to confirm that every aspect of the tracking setup is operating correctly.
It’s essential that your analytics team has the final review and approval of the implementation before the site goes live. Any misconfiguration can lead to inaccurate data, which can severely compromise reporting. That’s why a carefully managed transition, overseen by seasoned analytics professionals, is crucial.
Ongoing Analytics Consulting
After your website launches, it's critical to leverage your data to guide marketing strategies and inform future site improvements.
Right Now Marketing Group provides a wide range of ongoing Google Analytics services to help you maximize the value of your analytics setup. We offer expert consulting and real-time reporting solutions using Google Data Studio, tailored specifically to monitor your digital marketing performance and return on investment.
From strategic planning to implementation, data collection to in-depth analysis, and measurement to customized reporting, our experienced team delivers solutions that connect all your data points into clear, actionable insights.
