---
title: Unifying Business Standard India's Analytics Landscape with Google Analytics 4​
description: Lorem Ipsum
image: https://www.puretech.com/hubfs/Firefly%20indian%20woman%20looking%20at%20the%20camera%20through%20a%20magnifying%20glass.%2016748.webp
---

- Web Analytics

# Unifying Business Standard India's Analytics Landscape with Google Analytics 4​

### OBJECTIVE

- Centralize Data Collection: Create a unified system for consistent data tracking across the website, AMP pages, and mobile apps.
- Enhance User Insights: Provide a comprehensive view of user journeys across all platforms to support better decision-making.
- Integrate Historical Data: Make historical data from Universal Analytics accessible and compatible with the new GA4 setup.
- Optimize Reporting: Use advanced tools like BigQuery and Looker Studio for enhanced reporting and actionable insights.

### PURETECH DIGITAL'S EDGE

- Unified Data Collection: Integrated GA4 across the website, AMP pages, and mobile apps to centralize and streamline data collection, ensuring consistent and accurate tracking.
- Event Harmonization: Audited and standardized event tracking across platforms, enabling seamless user journey analysis and simplifying future reporting.
- Historical Data Integration: Migrated five years of UA data to GA4 using Google API, securely stored it in AWS S3, and visualized it alongside current data in Looker Studio for comprehensive insights.
- Advanced Reporting: Integrated GA4 with BigQuery and developed Looker Studio dashboards, providing Business Standard India with real-time, in-depth analysis of user behavior and campaign performance.

#### Technical Highlights:

- Implemented GA4 tracking on the website and AMP pages, overcoming the lack of standard GA4 AMP integration by using custom parameters.
- Integrated Firebase with GA4 for consistent event tracking on mobile apps.
- Set up secure data migration and visualization tools for seamless access to historical and current data.

[![](https://www.puretech.com/hubfs/Firefly%20indian%20woman%20looking%20at%20the%20camera%20through%20a%20magnifying%20glass.%2016748.webp)](https://www.puretech.com/case-studies/leading-fertility-clinic-leveraged-ga4-implementation-to-improve-user-journey-and-lead-volume)

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#### [Leading Fertility Clinic Leveraged GA4 Implementation To Improve User Journey and Lead Volume​](https://www.puretech.com/case-studies/leading-fertility-clinic-leveraged-ga4-implementation-to-improve-user-journey-and-lead-volume)

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