The brief

One of the UK’s largest print and online publishers, was looking to replace Adobe Analytics with a solution that was better aligned with their business model, and offered native integration with DoubleClick for Publishers.


The client needed to fit the migration around a number of other initiatives, and gave Search Laboratory a four-week timescale to plan and complete Phase I of the migration.


The aim of Phase I was to implement a like-for-like pilot deployment by setting up Google Analytics 360 to run alongside Adobe Analytics. This included setting up user journey tracking across an initial 53 brands, 30 apps, Google AMP pages and Facebook Instant Articles.



brands migrated


apps included


weeks to complete

The solution

Search Laboratory partnered with DMPG, a digital analytics and personalisation consultancy with expertise in Adobe Analytics, to work closely with the client team to ensure a successful migration from the current functionality.


During the initial phase, all key metrics and dimensions across all brands and platforms were migrated using a combination of Google Analytics 360 and a robust data layer.


This initial migration was completed within four weeks, including one week of detailed auditing and planning.


After successfully running both analytics platforms in parallel, the client had the confidence to turn off Adobe Analytics, a system that had been serving their users for over 10 years.

Search Laboratory and DMPG then set about designing and delivering customised training courses to ensure the hundreds of active analytics users could continue to get the critical performance data they needed to make key business decisions.

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