Migrating 21 Brands to a New Analytics Platform in Four Months


Condé Nast is a premier media company renowned for producing the highest quality content for the world’s most influential audiences. It needed to migrate its Adobe Analytics platform to Google Analytics 360 in order to reduce operational costs and increase its understanding of site users through deeper demographic data.

Already an extremely daunting undertaking at the enterprise level — with 21 brands — the Condé Nast team was up against an aggressive four-month timeline. They needed a partner they could trust that could help them move platforms, ensure data accuracy, alleviate fears about the large-scale transition and set their experts up to efficiently manage and leverage all the analytics, marketing and user profiling tools moving forward. After carefully vetting several potential partners, they selected Adswerve.


Leveraging our team ensured Condé Nast would be able to hit their deadlines with accuracy while receiving a high level of customer care. Racing against a looming deadline, we dove into the existing data collection processes. and developed a governed data model that provided consistency across all brands as well as a rollout plan that would cause the least amount of disruption for the Condé Nast team.

We then created a gap analysis to translate the requirements to move from Adobe to Google. This initial documentation process was time intensive, but it was imperative that all critical data pieces were included in the analysis as they laid the foundation for the entire engagement.

To ensure that Condé Nast’s team understood the intricacies of the new platform, we conducted three days of onsite, hands-on Google platform training. We also provided individualized instruction for key users.
Brands Migrated
In four months


One of the perceived challenges of such a large-scale migration was a potential break in data continuity between the Adobe and Google platforms. Close collaboration between Condé Nast’s team and ours limited discrepancies to 3% and gave internal stakeholders more confidence in Google Analytics and the new data set.

We also helped the Condé Nast team become more efficient and reduce both platform and operational costs. These savings allowed the Condé Nast team to spend more time customizing Google Analytics and making their programs more robust.

Working with our client contacts, we were able to migrate the 21 brands within four months, gain internal Condé Nast buy-in, lower costs, improve data confidence and foresight and set its analysts up for success.
"The Adswerve team is a great partner and collaborator. They understand problems well and are realistic, with good problem-solving skills. They work with us closely, finding solutions. They look out for our best interests."
Ainul Huda Vice President, Audience Development and Analytics Condé Nast
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