How CIMALP migrated from Universal Analytics to Google Analytics 4

Company details

Manufacturer and outdoor equipment supplier CIMALP is a rising French brand in the mountain sports market.

Based near Valence, CIMALP designs, develops and markets innovative technical clothing and accessories dedicated to the demanding practice of mountain sports.

With more than 50 years of history, the eco-responsible brand has built a reputation by equipping exceptional adventurers, explorers and mountaineers and has diversified over the years to be more widely recognized today in Europe.

From hiking to mountaineering via trail running and skiing, Cimalp equips and protects adventurers and relies on innovation to offer the most technical and durable equipment, which contributes to the comfort and performance of athletes and mountaineers.

Lionel Marsanne, CEO of CIMALP, wrote to me with the request to switch from Universal Analytics to Google Analytics 4. 

Project details

The cooperation started with analysing Universal Analytics and what other elements we should track in GA4. Some of them were:

  1. Behaviour events to track website visitors
  2. Enhanced ecommerce tracking
  3. User Detection using user_id
  4. Integrated GA4 with BigQuery, Google Ads, Search Console
  5. Google Data Studio dashboard to track daily performance

If you are interested in the complete list, you can find it in my GA4 setup checklist. Apart from that, you can also find the list of events I implemented for them. You can find it in the documentation explicitly created for this client.

CIMALP Analytics Documentation
CIMALP Analytics Implementation Specification

As I mentioned earlier, a part of the switch was creating a dashboard in Google Data Studio (Google Looker Studio). You can see the blurry version of the dashboard below.

CIMALP Looker Studio Dashboard

As a result of the successful cooperation, a client left a 5-star review and recorded a video below.

“Best consultant, efficient and very helpfull”

–, ⭐️ ⭐️ ⭐️ ⭐️ ⭐️

A brief interview with Lionel Marsanne

A transcript of the video

“Hello, I’m Lionel, the CEO of CIMALP, a French outdoor brand specialising in technical equipment. Before we started working with Ihar, we had many issues with Google Analytics 4, which our engineering and technical teams couldn’t manage to make work well.

In all these points, Ihar made everything clear to us and managed to do a proper setup and, improved all data presentations, data accuracy and made data visualisations much more meaningful to us.

So the value of his work was really really positive to us. We are continuing to work with him on conversion rate optimisation. And I can say that if you need anything related to conversion optimisation or Google Analytics 4, you can definitely trust him as a real specialist.”

If you find it helpful and you have a project you need help with, let’s get in touch!