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Elanco, a global animal health company operating in over 90 countries, partnered with The Grooms Agency to transition its digital analytics from Universal Analytics (UA) to Google Analytics 4 (GA4). The goal was to unify tracking across global markets, ensure compliance with healthcare data standards, and empower teams with more actionable insights.
GA4 Migration, Global Tag Management, Analytics Governance
Global (Pharmaceuticals / Animal Health)
Google Analytics 4, Google Tag Manager, BigQuery, Consent Management Platform (OneTrust)
40+
Global websites migrated to GA4
95%
Event tracking accuracy achieved in validation
70%
Reduction in tag-related QA issues post-migration
Elanco managed dozens of digital properties across regions and brands, each with different levels of analytics maturity. With Universal Analytics set to sunset, the company needed a global, compliant GA4 framework—plus centralized tag management to reduce inconsistencies, optimize performance, and enable scalable reporting.
The Grooms Agency led a comprehensive migration and governance initiative, designed for speed, accuracy, and long-term sustainability.
Global Tag Audit & Cleanup
We conducted a full audit across all UA properties and GTM containers—identifying legacy scripts, redundant tags, and inconsistent data layers. This streamlined performance and created a stable base for the new GA4 setup.
Custom Event Architecture
We developed a global event taxonomy aligned with Elanco’s business goals—from product searches and vet locator interactions to PDF downloads and form submissions. Events were prioritized based on cross-market reporting needs.
Data Layer & Consent Integration
We rebuilt the data layer framework and integrated it with OneTrust to ensure event-level tracking only fired based on user consent. This ensured full compliance with GDPR, CCPA, and healthcare data regulations.
Training & Analytics Enablement
We delivered detailed documentation, governance policies, and team training to empower local web teams to maintain, adapt, and extend the new tracking infrastructure within global standards.
Elanco now has a unified, compliant GA4 setup powering analytics across its digital ecosystem—reducing manual work, increasing data reliability, and enabling more agile, insight-driven decision-making.
Is your organization ready for scalable, compliant analytics? Let’s build your future-ready foundation.