Challenge
Northstar Travel Group manages over 50 high-traffic websites and needed to consolidate tracking and reporting across all properties. Legacy Universal Analytics data needed to be preserved during the GA4 migration, and the team needed automated weekly and monthly dashboards that pulled from every property without manual effort.
Solution
I built a scalable tracking and reporting system designed to handle their entire portfolio:
- GTM Deployment Across Properties: Implemented consistent Google Tag Manager configurations across 50+ sites, standardizing event tracking for over 100 million monthly events flowing into GA4.
- GA4 Migration: Migrated all properties from Universal Analytics to GA4 with historical data preservation, ensuring continuity for year-over-year reporting.
- BigQuery Reporting Pipeline: Built an automated BigQuery pipeline with clustering and partitioning optimized to query across all properties at zero additional cost. Connected to Looker for custom monthly and weekly performance dashboards.
- Monitoring and Alerting: Configured daily batch monitoring across all profiles with instant notifications to key team members if any tracking inconsistencies or sync failures occur.
- Scalable Architecture: Designed the system to automatically incorporate new properties as Northstar acquires or launches additional sites, with no manual reconfiguration needed.
Results
- Unified Reporting: A single cohesive view of all 50+ properties accessible through automated dashboards, replacing hours of manual report assembly.
- Zero-Cost Querying: BigQuery optimization eliminated additional query costs that would have been significant at this data volume.
- Future-Proof Infrastructure: New properties plug into the existing system automatically, supporting Northstar's continued growth without rebuilding the analytics stack.