A b2b company redesigns its website to create a unified customer experience.
Services are streamlined, business units are integrated, and local markets are brought under one domain, visual identity, and navigation.
The goal? One company. One message. One modern site.
And yet… once the site goes live, each business unit and market still asks:
“Can you show us the numbers? How are we doing? Before and after the relaunch?”
I’ve seen this over and over again.
Everyone wants continuity. Same KPIs. Same dashboards. A straight line from old to new.
Of course, many local markets and business units want to show that the unification was a disaster.
Meanwhile, the C-level needs proof that it was a success.
That creates unrealistic expectations for analytics.
This is a real problem for analytics and our stakeholders.
You can’t restructure your business or website and expect clean, continuous, comparable data across the break.
You’ve changed the context. URLs, navigation, page roles, and funnels have all shifted. The metrics aren’t broken, but the story is different now.
This isn’t just an analytics challenge. It’s a mindset challenge.
If the website was redesigned to reflect a unified service offering and brand identity, analytics should also reflect that.
The questions need to change. The reports should shift from unit-by-unit performance to a broader view:
- How are visitors navigating the new unified structure?
- Are we better supporting cross-market use cases?
- Is the site now helping customers understand our full value instead of just one BU?
Analytics can’t stay tied to the old structure if the business has moved on.
Just like the website evolved, the measurement framework must evolve.
Otherwise, we only force the new site to fit inside old templates.