Data & Insights
Implementing GA4 to Modernize Analytics for a Cybersecurity Provider
A leading provider of cybersecurity solutions partnered with Marcel Digital to complete a seamless transition from Universal Analytics (UA) to Google Analytics 4 (GA4). As a data-driven organization that prioritizes advanced marketing technology, they needed to ensure data accuracy and reporting consistency while preparing for UA’s deprecation.
The Challenge
With Google sunsetting Universal Analytics, organizations needed to migrate to GA4, a platform with a fundamentally different data model. For this cybersecurity provider, accurate year-over-year reporting depended on getting GA4 implemented correctly and well before UA stopped processing. The complexity of their analytics environment made the migration especially challenging.
A Complex Tracking Ecosystem
Extensive internal traffic, detailed content groupings, hundreds of lead forms, and privacy tool integrations all required precise, custom GA4 configuration.
Advanced Reporting Requirements
Plans to warehouse analytics data meant GA4 needed to be structured for long-term scalability and deeper analysis.
Limited Internal Capacity
Although knowledgeable in UA, the internal team didn’t have the bandwidth to manage a detailed, time-sensitive GA4 migration on their own.
The Solution
Marcel Digital designed a multi-layered approach to migrate analytics to GA4 while preserving business-critical insights. Key initiatives included:
Recreating Custom Reporting Structures
Since GA4 reports data differently than UA, Marcel collaborated with the organization to identify essential metrics and dimensions. By carefully aligning the GA4 reporting framework, the internal marketing team maintained continuity in business insights and performance tracking
Establishing a Scalable Event Tracking Schema
GA4’s event-based tracking model required rethinking how user interactions were collected. Marcel developed a structured schema with clear naming conventions and documentation, ensuring scalable, consistent data collection across future GA4 instances.
Organizing and Tracking Hundreds of Lead Forms
With hundreds of lead forms in use, the organization needed a streamlined way to measure submissions. Marcel’s Data & Insights team designed a framework that grouped forms by shared attributes while applying standardized tracking parameters. This allowed for both granular and high-level reporting on lead generation performance.
The Results
Within weeks, Marcel Digital successfully implemented GA4 for this cybersecurity provider. The migration included:
Recreating complex UA content groupings in GA4
Replicating custom reporting structures
Establishing standardized event tracking and naming conventions
Implementing scalable lead form tracking for 100+ forms
By taking the time to understand the organization’s unique analytics needs, Marcel Digital ensured a seamless transition while building a foundation for long-term success. Today, the marketing team has a fully functional GA4 instance that delivers a comprehensive view of user behavior and empowers smarter, data-driven decisions.
