What is the biggest risk in a platform migration, and how do you mitigate it?

The tracking layer, not the platform itself. Pixels get misconfigured, UTM structures break, audience lists fail to transfer cleanly. We run the new platform in parallel and validate event output against the existing one before any switch. Nothing cuts over until the data matches inside tolerance.

How long does a typical platform migration take?

Six to twelve weeks depending on scope and data complexity. A Shopify replatform with ESP migration runs around eight: two weeks of scoping and data audit, four weeks of parallel build and test, two weeks of parallel run before cutover. Warehouse migrations add four to six on top. We stage the work so go and no-go criteria are locked before anything starts.

Can you migrate us from one ESP to another without losing our flow architecture?

Yes. We map the existing flow architecture, rebuild it on the new platform, and validate it before the old one is switched off. Subscriber lists, segment definitions and suppression lists all migrate across. For the first 30 days, we compare flow performance against the prior baseline ourselves, so any regression gets caught early.

What happens if the migration uncovers data quality problems in the existing platform?

We document them and put the call back to you with options. Some issues are fixable in flight; others force a choice between migrating dirty data or starting clean with a defined historical cutoff. Migrating dirty data compounds the problem on the new platform. We recommend the clean cut in most cases and lay out the tradeoffs so you make the call with full context.

Move platforms without losing history, audiences, or attribution.

Shopify replatforms, ESP switches, attribution tool changes, warehouse moves: we run the new platform side by side with the old one and reconcile daily. We only cut over once revenue, customer IDs and event counts match, and you see the parallel-run dashboard from day one.

WHAT WE SHIP

Parallel-run architecture

We stand the new platform up next to the existing one and run both live for a defined overlap, reconciling revenue totals, customer IDs and event counts daily. Cutover only happens once the variance sits inside tolerance: no blind switch, no Monday-morning surprises.

Historical data carried forward

Shopify orders, customer IDs, purchase sequences, Klaviyo subscriber history and attribution model state all migrate as part of the programme. Losing any of it resets segmentation, LTV models and lifecycle flows to zero, so we treat continuity as a hard requirement, not a stretch goal.

Audience and segment migration

Active lists, suppression lists and segment definitions move across and are validated on the new platform before the old one switches off. Meta and Google custom audiences refresh from the new source on cutover day, so there's no targeting gap during the migration window.

Pixel and tracking continuity

Pixel configuration, conversion event mapping and UTM structure carry over to the new platform. We compare event counts against the prior baseline for the first 72 hours post-cutover, so any tracking gap gets caught and fixed before it corrupts your numbers.

Post-cutover reconciliation

We run a reconciliation report at 7, 30 and 90 days, comparing revenue, orders, customer counts and events against the prior platform for the matching period. Any variance above 2% gets a root-cause review, and migration isn't signed off until the 90-day report passes.

A rollback plan, not just a go-live plan

Every migration ships with a defined rollback path and reconciliation threshold agreed before cutover, not worked out under pressure if day-one numbers look wrong. If the new platform doesn't reconcile inside tolerance, we revert to the old one and diagnose the gap offline, rather than leaving a live account exposed while we investigate.

ACCOUNTABILITY

What changes when we run it.

Channels reconciled at cutover

Meta, Google, TikTok, Klaviyo, Shopify and the rest

72h

First tracking validation after cutover

Checked against your prior platform's numbers

Days to full reconciliation sign-off

Checked again at 7, 30 and 90 days

Parallel run. No blind cutover.Parallel run. No blind cutover.Parallel run. No blind cutover.Parallel run. No blind cutover.Parallel run. No blind cutover.Parallel run. No blind cutover.

PROOF

Brands we've moved platforms for, with the numbers to show for it.

Omnichannel unified end-to-end

Sarah & Sebastian

fashion

Service moments rewired into a retention engine

A fine jewellery and piercing brand whose retail, booking and online journeys were rebuilt into a single lifecycle engine, turning service moments into retention that keeps paying off.

View case study

Unified across every touchpoint

Stone & Wood

A unified customer view built for a brewery that lives on connection

A craft brewery with deep community equity needed an operating layer that could match it. We rebuilt the commerce platform, lifecycle stack and event integrations so every touchpoint spoke in one voice.

View case study

Multi-fold search revenue lift

Boody

fashion

Sustainable basics scaled into a multi-country growth engine

A sustainable basics brand with international ambitions needed acquisition and measurement to catch up with its product. We rebuilt the storefront, the testing programme and the channel mix to power growth that keeps paying off across more than a dozen markets.

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Poppy Lissiman

fashion

The support in the next room.

An accessories and eyewear label expanding fast overseas needed its storefront, measurement and acquisition engine rebuilt as one system. The rebuild carried the brand through its next phase of international growth.

View case study

OBJECTIONS

Common questions.

These are the questions clients ask before signing. Honest answers below.

KEEP EXPLORING · ELEPHANT ROOM PLAYBOOK

Every service. One playbook.

Three pillars. One operating model. Pick your next move.

TALK TO THE TEAM

Talk to a strategist, not a salesperson.

A response within one business day.

50+brands

$750M+GMV

10+years