Google2Adobe

Tracking is an essential part of a website. It provides insights of the user behaviour and based on tracking the website can be better optimised. Adobe Analytics has been choosen as the Allianz group standard (Class 2) for tracking. Google Analytics have been used by various business units in the past. Lets have a look why the business units should consider to migrate to Adobe Analytics and how this migration can be achieved.

Why Migrate ?

Adobe Analytics gives you actionable insights. Not just canned reports. Adobe Analytics lets you mix, match and analyse data from any digital point in the customer journey. With in-depth analysis, versatile reporting and predictive intelligence, you get the insightful foundation you need to build better customer experiences.

Work Packages

The migration is sliced into 6 work packages to cover both oneMarketing and non oneMarketing websites. Each work package contains multiple work items to cover various functionalities related to tracking. Based on the current implementation, the work package and the work items required to migrate an application can be identified.

WP1 : Import

Import Data into oneMarketing

Work package 1 includes all the tasks related to importing data into oneMarketing. The following work items are available in this package.

Import paid search data from Google Ads and Bing.
Import Adobe Campaign data.
Import data into Analytics for reporting.
Import segements into Adobe Audience Manager (AAM).

WP 2a : Basic Tracking (OM)

OneMarketing Basic Tracking

Work package 2a covers all the tasks essential to setup basic tracking for the website and measure key KPIs. The following work items are available in this package.

Basic tracking (implemented by default)
Migrate / Setup marketing channels.
Migrate / Setup campaign tracking (UTM parameters).
Migrate / Setup conversion pixels .
Report / Dashboard for basic KPIs.
Landing page tracking.

WP 2b : Advanced Tracking (OM)

OneMarketing Advanced Tracking

Work package 2b covers somes advance tracking for the website and SPAs to measure more complex KPIs. The following work items are available in this package.

SPA / Form tracking.
Migrate reports / dashboards for advance KPIs.
Migrate additional specifications such as anomaly alerts.

WP 3a : Basic Tracking (non OM)

Non-oneMarketing Basic Tracking

Work package 3a covers all the tasks essential to setup basic tracking for non oneMarketing website and measure key KPIs. The following work items are available in this package.

Onboard the new portal.
Basic tracking.
Migrate / Setup marketing channels.
Migrate / Setup campaign tracking (UTM parameters).
Migrate / Setup conversion pixels .
Report / Dashboard for basic KPIs.

WP 3b : Advanced Tracking (non OM)

Non-oneMarketing Advanced Tracking

Work package 3b covers some advance tracking for non oneMarketing website and SPAs to measure more complex KPIs. The following work items are available in this package.

SPA / Form tracking.
Migrate reports / dashboards for advance KPIs.
Migrate Additional specifications like anomaly alerts.

WP 4 : Export

Export Data from oneMarketing

Work package 4 includes all the tasks related to export data from oneMarketing. The following work items are available in this package.

Export segments to Google Ads.
Export data from Analytics for reporting.
Export segments from Adobe Audience Manager (AAM).

Migration Status Snapshot

The overview below shows the current status of various OE who is working on migrating various assets from google analytics to adobe analytics.

Adobe Analytics Template with Google Analytics Look & Feel

To make setting up a dashboard in Adobe Analytics more convenient, we have create a blueprint dashboard that follows the Google Analytics default dashboard. While originally created for the Digital Analytics System (DAS), this can also be useful for you when migrating to from Google Analytics to Adobe Analytics. You can use it as a starting point for creating your own dashboard, or as a source of inspiration. In that case, you can copy and paste any part of it (both individual visualisations and more comprehensive panels) over to your dashboard.

To use it, pick the template "GA style dashboard" when setting up a new dashboard. To just take a look at it, you find it a read-only version here, no Adobe Analytics access needed!