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CJA migration and analytics modernization

I audit the current measurement setup, design the CJA model, and support a verifiable transition from Adobe Analytics, GA4, or Tealium.

How the work is structured

  1. 01

    Migration audit and strategy

    I inventory variables, metrics, segments, dashboards, tags, and sources, then document what to retain, retire, correct, or redesign.

  2. 02

    CJA model design and implementation

    I define XDM, identities, datasets, connections, and Data Views. Collection can use Web SDK, Tealium, or other agreed sources.

  3. 03

    Validation and transition

    I compare the new measurement model with the previous platform, validate data and volumes, and prioritize dashboard migration or reconstruction.

What is included

  1. 01

    A measurement and dashboard inventory, with a retain, retire, correct, or remap decision for each item.

  2. 02

    Target architecture, XDM model, and identity strategy.

  3. 03

    A collection and ingestion plan for the sources included in scope.

  4. 04

    Configuration of agreed datasets, connections, Data Views, and derived components.

  5. 05

    A validation matrix against Adobe Analytics, GA4, or the available reference.

  6. 06

    Priority dashboards migrated or rebuilt.

  7. 07

    A transition plan, documentation, and knowledge transfer.

Optional

  • Historical ingestion from GA4 or other sources when the analytical value justifies the cost and transformation work.
  • Extensive correction or reconstruction of the instrumentation before connecting it to CJA.
  • Migration of additional dashboards and execution of the previous platform retirement.

What the scope depends on

  • Scope depends on the sources, data-layer quality, identity model, and access to the current configuration.
  • Processing differences between platforms are documented and incorporated into the validation criteria.
  • Historical data is included only when it can retain useful meaning within the target model.

Related experience and reasoning

  1. Built 2024–2025

    The channel in AJO, with Pega untouched as the decision system

    I coordinated the channel migration to Adobe Journey Optimizer without touching the decision system, integrating Pega with AEP and AJO, and consolidating more than 30 email campaigns. Changing channel and decision engine at once is the fastest way to lose track of what broke.

    • AJO
    • Pega
    • Migration
    • Banking

  2. Built 2021–2024

    One collection layer, on the Adobe Web SDK

    Moving from legacy per-surface libraries to a single collection layer on the Web SDK. This is the piece that makes everything after it possible: without one collection layer, server-side, the unified profile, and the move to CJA all inherit the divergences they were meant to fix.

    • Adobe Web SDK
    • alloy.js
    • CJA
    • Migration

  3. Built 2021–2024

    Adobe Analytics migrated to Customer Journey Analytics

    With the SDR maintained by hand for years, its eVars, props, and events, and the data quality control that held the reports up. The migration was not copying the old model across, but deciding which part of it still supported decisions.

    • Adobe Analytics
    • CJA
    • Migration

  4. Built 2018–2021

    Early migration from Universal Analytics to GA4

    For a fashion account, with the platform just released and none of the guidance that exists today. Both properties ran side by side in the same container through the transition, which is what lets you compare numbers and explain the differences before switching the old one off.

    • GA4
    • Universal Analytics
    • Migration
Related case Measurement, consent, and CJA architecture at a major bank

Related patterns

Frequently asked questions

Can we keep the Adobe Analytics history?

Partly, and it is not always worth it. Dragging obsolete variables and unused reports into CJA moves the problem instead of solving it. The scope includes deciding which history has real value and which only creates apparent confidence.

Can we run Adobe Analytics and CJA at the same time?

Yes, and that is normal during the transition. Running both is part of the plan, with a period where numbers are compared and differences explained before switching anything off. Cutting over at once is what breaks trust in the data.

Does it help if we come from GA4 and not Adobe Analytics?

Yes. The work is in the data model and in which decisions the measurement has to support, not in the origin. What changes between coming from GA4 or Adobe Analytics is the historical load and the mapping, not the design.

Why not migrate the reports as they are?

Because CJA is not Adobe Analytics under another name. A literally copied report tends to show different numbers because of how sessions and identities are counted, and then nobody knows which one to trust. That sinks adoption.

Does this fit your problem?

Send me the context and I will tell you whether this scope fits or a different starting point makes more sense.

Discuss the scope