Panel Discussion

Navigating the stormy seas of GA4 migration

Setting sail with GA4 is far more challenging than Google’s claims about their ‘automatic migration’ make it sound.  GA4 might seem like a ‘new version’ of Google Analytics, but it’s really a new product in disguise.

As we enter the final months of Universal Analytics (GA3), join PTKO analyst, Rick Richards leads a conversation with our clients, Marty Schell of Urban Land Institute and Justin Weyman of Share Our Strength, who have weathered the stormy seas of ‘migration’ to discuss challenges, opportunities, and lessons learned.

Event recording & resources

Recorded: March 15, 2023 | ~50 minutes

Slide Deck: Navigating GA4 Migration

Additional resources: GA4 Decision Making Toolkit


Rick Richards

Digital Business Analyst, ParsonsTKO

Rick comes to ParsonsTKO with 7 years of experience crafting and implementing content strategies and digital transformations for non-profits and small businesses. As a strategist and analyst, he brings his subject-matter expertise to bear, married to a deep and never-ending curiosity for exploring each client’s unique values and gifts.

Headshot of Marty SchellMarty Schell

Director, Digital Marketing at Urban Land Institute

Marty Schell is an experienced web professional with over 20 years of experience maintenance and measurement. Throughout his career, Marty has developed a reputation for building strong relationships with clients, delivering exceptional customer service, and driving revenue growth for Urban Land Institute (ULI).

Marty has a diverse range of experience across various industries, including healthcare, technology, and consumer goods. As a result, Marty possess a deep understanding of market trends, customer needs, and the competitive landscape, which has enabled him to develop and execute successful marketing strategies. Marty has been working with Google Analytics for over 13 years creating advanced tracking systems for ULI.

Close up photo of Justin WeymanJustin Weyman

Sr. Digital Product Manager at No Kid Hungry | Share Our Strength

Justin Weyman is the Sr. Digital Product Manager for Share Our Strength, a nonprofit organization working to end hunger and its root causes through campaigns like No Kid Hungry and programs like Cooking Matters. In his current role, he oversees the web strategy and technology for more than 50 unique sites and products. With over 15 years of experience working in nonprofit technology, Justin has done it all, from operating as a ‘one man band’ to leading the digital strategy for a diverse team of technologists. Originally from a one-stoplight town in Central Pennsylvania, Justin currently lives in Fairfax, Virginia with his wife and two sons.

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