Enterprise · Analytics Migration
The headline numbers. At a glance.
9
International domains migrated
iOS+
Android app analytics
What needed solving.
River Island needed to migrate their entire analytics infrastructure from Adobe Analytics to GA360 across 9 international domains — including mobile app — while maintaining data continuity and stakeholder confidence throughout. The transformation also needed to embed new reporting and insight capabilities that the ecommerce team could actually use.
The work. In their words.
Led full analytics platform migration from Adobe Analytics to GA360 across 9 international domains
Implemented mobile app analytics using GA360 and Firebase for both iOS and Android
Identified customer journey pinch points using behavioural analytics throughout the transition
Aligned insights with the A/B testing programme to ensure all insight was actioned
Designed automated daily, weekly and monthly reporting on online customer behaviour
Delivered insight to stakeholders at all levels to drive acquisition and engagement strategies
Platforms and tools used.
Outcomes. That mattered to the business.
9
International domains successfully migrated
2
App platforms (iOS + Android) — analytics live
12mo
Full transformation delivered on time
Common questions.
Why platform migrations go wrong, and how this one stayed on schedule.
River Island's analytics moved from Adobe Analytics to Google Analytics 360, across nine international domains plus the iOS and Android apps. Every tracking implementation, report and dashboard had to be rebuilt and then validated against the outgoing platform before cutover.
Because reporting continuity breaks easily. If tracking is rebuilt inaccurately, historical comparison becomes impossible and stakeholders lose confidence in all the numbers, not just the new ones. Most migration failures are trust failures rather than purely technical ones.
By sequencing domains rather than attempting a single cutover, running both platforms in parallel during changeover, and validating each domain's numbers before moving to the next. Stakeholders saw matching figures throughout, which is what preserved confidence in the programme.
It stayed accessible in Adobe for historical reference while GA360 became the forward-looking source of truth. Attempting to port historical data between analytics platforms rarely produces trustworthy figures, so a clean cutover date is usually the more honest approach.
Agree the acceptable validation tolerance with stakeholders before starting. Analytics platforms never match each other exactly, and a great deal of migration friction comes from discovering that mid-project rather than agreeing up front what a reasonable variance looks like.
