Four weeks, full migration: Adobe to GA4 for a major UK utilities company under a corporate sale deadline
4 weeks
Full migration completed
Adobe → GA4
Full platform switch
Zero lost
Reporting capability
The challengeA UK utilities company undergoing a corporate sale had just 4 weeks to migrate from its parent group's Adobe Analytics and Launch to GA4 and GTM.
Service lines
Digital DataData Engineering
The outcomeFull migration completed to deadline; reporting and analytics preserved; advanced GA4 features and custom configuration unlocked.
Client Situation
- Our client, a UK utilities business being sold by its international energy-group parent, had a short window to move off the group's Adobe Analytics and Adobe Launch instances onto its own GA4 and GTM stack, without losing reporting continuity through the transaction.
Our Contribution
- Analysed the existing Adobe configuration and rebuilt the tag implementation for GTM, accounting for the differences between Adobe Launch and GTM.
- Translated the solution design and marketing channel configuration from Adobe Analytics to GA4.
- Refactored the data layer to unlock essential GA4 functionality.
- Audited the use cases to recommend the best GA4 implementation for the business.
Results
- Full migration from Adobe to Google completed within the four-week window.
- Core reporting and analytics capability preserved through the corporate sale.
- Advanced GA4 features unlocked, with configuration customised to business needs.
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Loop's involvement has ensured great momentum to our wider organisation's transition.Digital Operations Manager