Surviving the move to GA4

Google's move from Universal Analytics to GA4 forced every reporting tool to rebuild how it reads analytics data. We rebuilt the platform's entire data layer on the new GA4 API, block by block, so client reports kept coming out on schedule throughout.

It was a swap-the-engine-while-flying job — new data services running alongside the old until every report had crossed over. Clients never saw a gap; the numbers just kept arriving from the new source.