Experimentation / CRO

Experimentation and Testing Programs acknowledge that the future is uncertain. These programs focus on getting better data to product and marketing teams to make better decisions.

Research & Strategy

We believe that research is an integral part of experimentation. Our research projects aim to identify optimization opportunities by uncovering what really matters to your website users and customers.

Data and Analytics

90% of the analytics setups we’ve seen are critically flawed. Our data analytics audit services give you the confidence to make better decisions with data you can trust.

Benefits of transitioning to GA4 today

Google Analytics is the industry standard for user journey tracking on the web. Soon old Universal Analytics (UA) will be shut-down and solely replaced by GA4.  If you don't start collecting data now you will lose ta abiity to compare year-to-year performance of your site.
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The black and white logo of the company, P&G, which is one of Speero's conversion optimization clients.The logo of the company, Miro, which is one of Speero's UX optimization clients.The logo of the company, Code Academy, which is one of Speero's conversion optimization clients.The black and white logo of the company, Grub Hub, which is one of Speero's website optimization clients.The logo of the company, Monster, which is one of Speero's UX optimization clients.The logo of the company, Mongo DB, which is one of Speero's customer experience optimisation clients.The black and white logo of the company, Dermalogica, which is one of Speero's conversion optimization clients.The black and white logo of the company, ebay, which is one of Speero's conversion optimization clients.The black and white logo of the company, AXA, which is one of Speero's UX optimization clients.

What does the transitioning process to GA4 entail?

No matter whether you are transitioning from UA to GA4 or setting up Google Analytics for the first time, it’s important to get the system up and running in a well organized manner. Every parameter collected should have a practical use-case for the business and there shouldn’t be any dead-weight in the setup which doesn't carry any value and is just accumulating data.

What will my transitioning look like?



We audit you analytics setup and map any gaps and opportunities within the setup from data collection to reports and how that matches the business needs.

Parameters setup

We set up the parameters for the required data capture. Making sure everything is collected precisely as intended.

Reporting setup

We set up reports based on your business needs which will provide clear insight into users journey and sales funnels.

Implementation / Training

We will train you and your team to use the new analytics setup and report on the collected data in a manner that provides maximum amount of insight from the dataset for all stakeholders from acquisition to customer support.

Case Study: Transitioning from Universal Analytics to GA4

UA to GA4 Migration for a Complex Website

In order to be ready for when GA4 will be the main reporting suite, Gexa Energy wanted to have at least 1-2 years of historical data and get GA4 installed side-by-side with UA as early as possible.

Speero worked closely with Gexa Energy’s team to learn about their business and its need for digital analytics data. We then implemented GA4 together with BigQuery integration and 6 different dashboards.

Accurate data (compared to the backend) and tailor-made dashboards for different teams and functions. Besides having actionable data within GA4, Gexa Energy can now access raw hit-level data from BigQuery using SQL or almost any BI tool on the market. Since their data warehouse already had data from various sources, including backend and Google Ads, these can now be combined with user data from GA4 to allow for a much more detailed user journey analysis.

Who will you be working with?

Work with Ben Labay,
Managing Director

10+ Years in academic research, turned to experimentation program obsessive and host of the Testing Insights show.

Work with Emma Travis,
CX Strategist

10 years running conversion rate optimization teams and programs. Specalising  in behavioral research.

Meet the Director of Client Services, Annika Thompson

Annika has been doing digital marketing and optimization since 2012. She brings in-house experience from start-ups to FTSE 100 corporations..
Meet the team

GA4 transitioning service FAQs

How long does it take to transition our website to GA4?

Depending on your site and use case complexity it might vary widely. On average, the transition generally takes between 30-60 days to complete.

Do I have to carry over the whole setup from UA to GA4?

No. First of all, there is a high chance that the old setup carries some dead waste that you are no longer using nor requiring. So it is a great time to have some housekeeping during the initial audit.

Secondly, not every parameter is convertible one-to-one from UA to GA4. And it is a good thing as GA4’s new event-based data model allows you to collect and ask better questions from the data.

Will I get to keep my old UA data?

It depends.

There is no automatic transfer mechanism available to keep old UA data for the new setup. There are methods to export some of the old data and in some ways even to join with the new dataset, but those occasions should be looked at case-by-case whether it makes any sense to do so.

Let’s kick things off.
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