A tracking migration with positive side effects
When the new Google Analytics 4 arrived, Cornerstone decided to overhaul its entire tracking setup. Instead of collecting as much data as possible, we chose to focus on measuring only what truly adds value.
The project aimed to:
- Ensure a reliable tracking setup with GA4
- Enhance Cornerstone’s own analytical capabilities
- Make data more accessible
A project in four steps
The project was carried out in four distinct phases:
1. Training
We started with a training session where Esatto’s web analysts walked through Google Analytics 4. We explored the tool’s reports to give Cornerstone a better understanding of how the collected data is used and displayed. This was essential for configuring their own tracking setup later on.
2. Inventory
After the training, we conducted a thorough inventory. We documented the existing tracking setup and discussed what needed to be migrated to GA4, what should be removed, and what should be added to track everything needed. The outcome was a measurement plan for GA4, which became the foundation for the implementation.
3. Implementation
Following the inventory, we implemented our tracking using the developed measurement plan. By naming events, parameters, tags, and triggers, we streamlined the process and maximised learning. We collaborated closely during the implementation and tested everything together to ensure proper functionality. This not only gave the participants a better understanding of how events are triggered but also deeper insight into how data is sent to GA4.
4. Reporting/visualisation
To ensure the data doesn’t just sit unused in a complex tool, visualisation is crucial. Together, we sketched out the metrics and graphs that the dashboard should include, allowing continuous follow-up and evaluation of KPIs. Once the sketch was finalised, the dashboard was built in Looker Studio—a tool Cornerstone now uses to evaluate everything from social media campaigns to course sales from various traffic sources.
