GA4 Migration & Streamlined GTM Implementation

By continuing to use our website, you consent to the use of cookies. Please refer our cookie policy for more details.

Industry

Motor Vehicle Manufacturing Services

Based In

United States

Introduction

For a leading tire manufacturer, staying ahead meant more than just producing high-quality tires; it required a deep understanding of customer behavior and market trends. However, their existing Universal Analytics setup fell short, making it difficult to track key search terms and user interactions effectively.

As they prepared to transition to Google Analytics 4 (GA4), they needed a smarter, more scalable approach to data tracking. That’s where our team stepped in.

By conducting a comprehensive audit, fine-tuning Google Tag Manager (GTM) configurations, and optimizing tracking mechanisms, we enabled the company to turn fragmented data into clear, actionable insights.

The Customer

The customer is a leading player in the premium tire manufacturing industry, known for producing high-performance tires for a variety of vehicles, including light trucks, sports cars, and heavy-duty trucks. In addition to their tire expertise, they also produce advanced automotive components such as anti-vibration rubber products and engine mounts. Their focus on innovation and quality has solidified their position as a key player in both the tire and automotive parts sectors.

The Context

The customer faced limitations with their traditional Universal Analytics dashboard, which prevented them from accessing meaningful insights into user behavior. They sought a more intuitive, efficient system to track popular search terms, user activity, and category performance. Additionally, they wanted to enhance their Google Tag Manager setup to ensure accurate data capture across all touchpoints. This overhaul would enable them to move from fragmented tracking to actionable, real-time insights that drive better decision-making and improve performance across their digital platforms.

The Objective

The customer sought to transition to Google Analytics 4 (GA4) to improve internal search tracking and gain deeper insights into user behavior across multiple categories. Their objective was to streamline data collection by migrating seamlessly from Universal Analytics, enabling them to identify popular search terms and track user engagement in specific tire categories. The customer’s objective was also to fix non-firing tags and triggers inside Google Tag Manager and understand the existing data capture mechanism in GTM.

The Solution

Audited Data Analytics Setup

First, we conducted a comprehensive audit of the existing Universal Analytics and Google Tag Manager (GTM) configurations to understand the data capture mechanisms already in place and identify gaps or inefficiencies affecting data accuracy and reporting.

Migrated Tags to Google Analytics 4

We transferred all Universal Analytics tags to the newly created GA4 property to maintain continuity in data capture and ensure that all relevant metrics are tracked in the new environment.

Created GA4 Property

We created and set up a new Google Analytics 4 property and replaced it with the existing Universal Analytics setup to leverage the advanced tracking capabilities and a more robust framework for data analysis.

Conducted Thorough Testing

Once the complete setup and migration were done, we thoroughly tested it to verify that all changes were deployed correctly and that the new configurations functioned as intended thereby providing reliable data for analysis moving forward.

Fixed Non-Firing Tags & Triggers

To enable accurate data collection and reporting and ensure that all intended tracking mechanisms are operational, we addressed and fixed all the non-firing tags and triggers within Google Tag Manager.

The Impact

Optimized Data Collection & Accuracy

Advanced Website Analytics & Performance Insights

Seamless GA4 Migration & GTM Optimization

Enhanced User Engagement & Behavioral Tracking

Conclusion

By partnering with Grazitti’s expert team, the customer gained significant improvements in their data tracking and reporting capabilities. The migration to Google Analytics 4 enabled more precise insights into key metrics like internal search patterns, traffic sources, and user session behaviors. This enhanced understanding of their website analytics empowered the customer to refine performance tracking, identify growth opportunities, and make smarter, data-driven decisions, ultimately contributing to a stronger online presence and improved business outcomes.

The fixes made to the Google Tag Manager tags and triggers and GA4 migration have also made possible the creation of detailed and customizable reports. This has further improved the customer’s analytical capabilities and facilitated strategic decision-making, consequently, enhancing their overall performance.