Introduction
For Model N’s marketing team, the move to GA4 was a high-impact opportunity to upgrade how they track and optimize performance. With growing complexity across buyer journeys and campaign touchpoints, they set out to build a more agile, insight-rich analytics foundation. That’s where ROI·DNA came in.
We partnered with Model N to architect a future-ready GA4 setup. That meant preserving critical historical data, implementing a custom event framework, and delivering a marketing analytics engine built for scale and smarter decision-making.
Let’s take a look under the hood.
The Challenge
GA4 introduced a powerful shift in how marketing data is structured, moving from session-based tracking to a flexible event-driven model. Model N’s marketing team needed to adapt quickly, and ROI·DNA had the blueprint.
The goal: Ensure zero disruption to performance tracking while using the migration to improve attribution, streamline reporting, and sharpen visibility into the buyer journey. With the sunset of Universal Analytics approaching, we built a future-proof foundation without slowing down a single campaign.
Goal #1
Rebuild all existing tracking elements in GA4 to maintain business-critical reporting
Goal #2
Ensure a seamless transition with zero data loss before the Universal Analytics sunset date
Goal #3
Educate Model N’s team on GA4’s new framework and reporting capabilities for stronger data-driven decisions
The Solution
The GA4 rollout was a chance to rethink how Model N tracks and acts on marketing data. Together, we used the transition as a springboard to build something smarter.
Our team started by auditing every legacy event tied to marketing performance. Then we created a custom Solution Design Reference (SDR) to rebuild tracking around what really matters: buyer behavior, campaign effectiveness, and funnel progression. Every signal was mapped cleanly into GA4’s event-based model.
From there, we implemented a GA4 setup tailored to Model N’s marketing needs—custom dataLayer variables, meaningful conversion events, and thorough QA to ensure accurate reporting from day one.
How we did it:
- Collaborated with Model N to map every legacy marketing event into GA4 using a detailed Solution Design Reference (SDR)
- Implemented new dataLayer variables for structured, accurate, and scalable event tracking
- Ran end-to-end testing to catch issues early and ensure tracking was airtight
- Provided GA4 training and documentation to equip the marketing team with long-term ownership
Director, Web and Digital Marketing, Model N
ROI·DNA ensured we at Model N got the GA4 transition right. They helped us stay efficient, delivering the project on time and on budget. The handoff to our development team was seamless, and their education on GA4’s differences made the entire process smooth and effective.
The Results
Model N’s GA4 instance is up and optimized. It tracks 20+ custom user and event properties and 12 newly defined conversions for sharper attribution into buyer behavior. With their analytics foundation rebuilt from the ground up, the team now has real-time visibility into what’s driving performance. And after hands-on training with our team, they’ve got the know-how to make faster, smarter decisions that scale and adapt to whatever privacy and platform shifts come next.
data retention during transition from Universal Analytics
Best-in-class GA4 setup, implementing industry best practices
user and event properties implemented
With a future-ready tracking setup in place, Model N now has cleaner attribution and a scalable analytics engine built to fuel data-driven growth.
Looking to modernize your measurement approach and level up your marketing strategy? Let’s talk about how we can build something great together.
