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Wells Fargo, one of the largest financial institutions in the U.S., partnered with The Grooms Agency to lead a full-scale migration from Universal Analytics (UA) to Google Analytics 4 (GA4). The initiative modernized digital measurement across thousands of pages and apps, enabling real-time, privacy-conscious insights at scale.
GA4 Migration, Tag Management, Analytics Governance
North America (Banking/Finance)
Google Analytics 4, Google Tag Manager, BigQuery
98%
Accuracy achieved in GA4 data parity validation
60+
Custom events mapped and migrated to GA4
30%
Reduction in time-to-insight via new data pipelines
Wells Fargo faced a tight deadline to replace legacy UA tracking before sunset, with added pressure to ensure consistency across multiple business units, mobile apps, and legacy tag containers. Data accuracy and regulatory compliance were non-negotiable.
The Grooms Agency led a phased, enterprise-grade migration strategy—focusing on performance, data governance, and long-term scalability.
Tag Audit & Cleanup
We began by auditing all UA properties and GTM containers, identifying redundant, deprecated, or misfiring tags. This streamlined the foundation for a cleaner, faster, and more accurate GA4 setup.
Custom Event Mapping
Over 60 business-critical events—ranging from mortgage application flows to credit card lead submissions—were redefined for GA4’s event-based model. Custom dimensions were aligned to preserve reporting continuity.
Enhanced Data Collection & Pipelines
We implemented BigQuery connectors to stream GA4 data for cross-platform modeling and visualization—enabling deeper analysis, faster turnaround, and integration with internal BI tools.
Compliance-First Configuration
All data collection was architected to meet Wells Fargo’s rigorous privacy standards, including IP anonymization, consent-based tracking, and regional governance controls.
Wells Fargo now operates on a unified GA4 framework across digital properties—empowering business units with richer insights, faster reporting, and a future-proof foundation for analytics.
Need help navigating GA4 at scale? Let’s talk.