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Retired the legacy GA4 web property and GTM container

Shipped 2026-07-08

The Q3 analytics consolidation’s transitional dual-tag is now removed. The website tags only the unified GA4 property (G-CMSTFXVKN6); the legacy standalone property (G-EXMEP1FPRT) and the GTM-54VFZK6 container it depended on are retired.

  • www/src/views/_partials/google.ejs drops both gtag('config','G-EXMEP1FPRT') lines and the entire GTM loader snippet. The unified config (with user_id = member_id) and the user_properties block are unchanged.
  • Retirement was gated on a BigQuery parity check: the unified property captured every legacy event at correct counts, plus purchase and form events the legacy property never tracked. user_id was confirmed populating on the web stream (real numeric member_ids; ~100% on purchase/begin_checkout).
  • The legacy setup was double-counting page_view 2× — the on-page gtag and a GTM tag both fired to G-EXMEP1FPRT. Expect web pageviews in any legacy-based report to appear to halve; that’s the inflation going away, not a traffic drop.
  • Out-of-code cleanup completed in the Google UIs: GTM tags paused, and the legacy property’s BigQuery export unlinked. Its analytics_293444096 dataset is kept read-only for pre-cutover history (UNION across the 2026-07-01 boundary).

See Infra → Analytics.

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