A clean tracking migration to a brand-new website.

A consumer brand moving to a new home online.

Cashmere Caveman is a consumer brand that was moving its online store to a brand-new website.

A site move is the moment measurement is most at risk, and the team wanted tracking and consent set up properly on the new site, with everything carried across so nothing was lost in the change.

A site migration is where tracking quietly breaks.

Migrations are one of the most common ways analytics setups quietly fall apart. Tags get left behind on the old site, events get renamed, conversions stop firing, and consent settings do not carry over - and often nobody notices until weeks of data are missing.

The brief was to make the move to the new website without any of that: set tracking and consent up correctly on the new site, and migrate the existing measurement across cleanly.

Plan and test the tracking migration.

We handled both the build and the move:

• Web tracking, from the ground up. Set up the full tracking framework on the new website through Google Tag Manager - pageviews, key events and ecommerce conversions.
• Consent, done right. Implemented a consent banner and Consent Mode, so the new site handles user choice properly from launch.
• A clean migration. Mapped every tag, event and conversion on the existing site and rebuilt them on the new domain, so nothing was left behind.
• QA against the old site. Tested the new setup against the previous one before go-live, to confirm nothing dropped in the move.

The tools behind the migration.

The setup was built so the new site launched with measurement and consent already in place.

A new site that launched measurement-ready.

The new website launched with tracking and consent configuration transferred from the previous setup. The project focused on maintaining the measurement the team needed during the move.

The move happened without a blind spot - the brand kept a clean, continuous view of its data through the migration, and came out the other side with a measurement setup it can rely on.