Web Analytics Migration

  • Client:Virgin Media | Telecom | 2017-2018
  • Categories:Marketing Attribution, Marketing Technology

This page describes one of my web analytics migration projects. This is a challenging exercise and should only be done under very specific circumstances.

Why change analytics platforms?

This client used both Google Analytics Premium as well as Adobe Analytics Premium. So changing to one premium web analytics platforms had a clear cost benefit. But cost is only one part of the equation. Since the existing digital ecosystem was the critical consideration in the decision to migrate to Adobe Analytics.

The marketing technology architecture contained several Adobe Experience Cloud Solutions. A migration to Adobe Analytics offered new capabilities as well as an easier process to manage platforms and customer journeys.

In summary:

  • Cost benefits
  • Integration with digital ecosystem
  • Simplify internal process


Before you can initiate a migration to a different web analytics platform you have to consider these prerequisites.

  1. Similar configuration and definitions
  2. Updated solution design requirements
  3. Standardized data layer (and tag management system)
  4. Agreed grace period for quality assurance

Ad 1. Similar configuration and definitions

For example cookie lifetime, limitations to the number of variables, definition of session and exclusions. Just a few details to consider when changing analytics platforms.

Ad 2. Updated solution design requirements

This document specifies the variables that are captured. And also includes the event-triggers on which these variables are captured.

Ad 3. Standardized data layer and TMS

A unified data layer should be the single source of variables for both analytics tools. This can be a customer data layer or one provided by the tag management system. In this case the client benefited from already using a custom data layer.

Ad 4. Agreed grace period for quality assurance

For quality assurance we also considered overlapping both analytics platforms. Even more, we defined key metrics and dimensions to avoid figuring out each nuanced difference during that phase.


At the projected launch date the migration to Adobe Analytics was successfully finalized.

However the grace period was required to further align the overall configuration and definitions. As well as for training purposes. For future analytics migration projects I would actually define this as the (currently missing) step number 5 in my approach.

Tools and partners

The primary marketing technology platforms used in this this project are:

Curious about my other projects? You can find them via this link. Here you can also find related projects like the DMP implementation project.