/ Protecting 2.8M+ e-commerce Revenue During a Domain Migration

The Challenge

An established e-commerce site with years of SEO history was migrating to a vanity domain, a change often treated as a design update but one that can disrupt revenue visibility and search equity.

The platform was operated by a third-party vendor with no data layer or independent purchase tracking. Revenue validation relied entirely on vendor reporting, leaving no neutral source of truth during migration.

Without independent measurement, the business could not confirm whether sales remained stable or if tracking broke during the transition.

The Solution

I approached this as a revenue-risk validation problem.

I recommended full 301 redirects to preserve SEO equity and implemented GA4 purchase tracking using DOM-based capture of transaction IDs and order values from confirmation pages, creating an independent measurement layer.

I QA’d the setup end-to-end and built a focused dashboard to monitor post-migration trends.

The Impact

This created independent visibility into 19K+ transactions and $2.8M+ CAD in revenue.

Data confirmed revenue levels remained consistent after migration, giving stakeholders confidence that business performance was not affected.

Purchases could now be validated through analytics rather than relying solely on vendor reports.