A leading hospitality group faced the sunset of Universal Analytics with no migration plan in place. Their booking platform handled thousands of transactions daily — and none of the revenue data was properly attributed.
The existing UA setup had grown organically over years, with inconsistent event naming, no server-side tracking, and critical gaps in the booking funnel. Moving to GA4 without a clean architecture would simply replicate the same mess.
Audited the existing UA implementation and mapped all critical booking funnel events to a clean GA4 schema.
Deployed GTM server-side containers to capture booking conversions reliably, bypassing ad blockers and browser restrictions.
Built custom GA4 funnels tracking the full journey from search to confirmation, including room selection, add-ons, and payment.
Integrated GA4 with Google Ads and Meta for cross-channel attribution on paid campaigns.
Achieved 100% booking funnel visibility within 6 weeks of migration.
Recovered 31% of previously untracked conversion revenue in paid campaign reporting.
Enabled media team to reallocate budget based on true ROAS, reducing cost-per-booking by 19%.