Client: National media publisher with multiple web platforms and revenue streams
Role: Analytics Systems Strategist • Cross-Platform Data Architect
Timeline: ~4 months
Stack: GA4, GTM, BigQuery, PHP, Custom Event Tracking
🚨 The Challenge
GA Universal was ending.
There was no clear plan—and tracking was already scattered across sites, tools, and revenue models.
Vendors offered templated migrations that ignored the business logic.
Teams were flying blind—and about to lose the data that fueled growth.
🧠 My Role
I designed and led a full analytics overhaul—building a scalable GA4 system across platforms, aligning teams, and protecting critical data from going dark.
🔧 Solutions Delivered
Ran cross-team discovery to define real tracking goals
Implemented a custom GA4 event architecture—mapped to actual user behavior and revenue drivers
Rebuilt GTM containers for modular, scalable tagging
Developed backend event pipelines (PHP + BigQuery) to unify data across properties
Set up naming and governance standards to keep tracking clean moving forward
QA’d end-to-end flows to avoid GA4 pitfalls (missing data, broken attribution)
📈 Business Outcomes
Delivered a future-proof GA4 stack across all platforms
Enabled deep segmentation, funnels, and audience targeting
Preserved critical KPIs and avoided data loss during GAU shutdown
Improved clarity on user flows, ROI, and platform engagement
Empowered teams with reliable insights for growth decisions
* * *
👉 GA4 isn’t just a migration—it’s your next competitive edge.
Let’s build tracking that drives revenue. → Fix your analytics foundation →