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GA4 migration and consent for a fashion retailer
Sector: Fashion retail
Context: an international fashion company with ecommerce operations across several markets
- Google Analytics 4
- Universal Analytics
- Google Tag Manager
- OneTrust
- Google Ads / Floodlight
- Meta / Pinterest / Snapchat
The problem
The ecommerce site needed to move from Universal Analytics to GA4 and control marketing tags according to consent. Business, development and analytics teams also needed a guide defining which events to send and how to check them.
What I did
- I defined and implemented the data layer guide: events, variables and each team’s responsibilities.
- I migrated measurement from Universal Analytics to GA4. I kept both running in the same container to compare figures during the transition.
- I integrated OneTrust with the tagging system, blocking performance, functional, and targeting categories by consent group.
- I maintained search, social, display, retargeting and affiliate tags, as well as engagement and experience analytics tools.
- I corrected attribution where direct visits overwrote the original campaign. I wrote custom logic to retain campaign identifiers and parameters.
Result
- GA4 implemented, with marketing tags controlled by consent collected through OneTrust.
- The guide specified what to request from developers and how to validate each new event.
- Pixel changes were checked before publication, with defined consent rules.
How I approach this problem
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