Data quality checks after a website migration
Short answer: After launch, verify tracking still fires on key URLs, UTM parameters survive redirects, and internal IPs remain excluded—migrations silently break measurement daily.
Treat analytics QA like functional QA, not an afterthought.
48-hour checklist
- Real transaction test in prod (refunded) watching events.
- Top landing pages list compared pre/post for anomalies.
- 404 monitoring for old campaign links.
Redirect impacts
Chains and parameter stripping kill campaign attribution; fix at the edge, not only in content.
Documentation
Update your measurement plan with new container IDs, domains, and consent behaviour.
Frequently asked questions
How long until data stabilises?
Days to weeks depending on cycle length—avoid big strategy shifts on day three.
Do we retag everything?
Often yes if domain or consent container changes—audit beats assumptions.