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How To Migrate From Universal Analytics To
Google Analytics 4 (GA4): A Definitive Guide
PUBLISHED BY:
ParasPandya
PUBLISHED ON:
March 17,2023
PUBLISHED IN:
DigitalMarketing
Google Analytics, released in 2005 after the company acquired Urchin, which was formed in 1998, has
become an essential tool for any digital marketer. By the end of 2011, we were using Universal Analytics
(UA), a rebranding of Google Analytics. With gtag.js, Google paves the way for data to be transmitted to
Google Ads and the Google Marketing Platform. Google introduced Google Analytics 4 (GA4) in 2020 as the
updated tracking protocol for new GA properties.
From July 1, 2023, UA will no longer gather further information about your website or app. And after
January 1, 2024, Google Analytics may no longer include UA reports, containing all your historical data.
Hence, GA4 migration is now inevitable.
Create And Launch Your GA4 Property In Your Analytics Account
The GA4 Setup Assistance will not affect your Universal Analytics property. It will create the new property
and let you reuse parts of the Universal Analytics property’s parameters (but not all).
Your GA4 property will only begin recording traffic data from the moment you create it, as properties will
no longer be able to import past data from UA.
So, the sooner it is created, the sooner data will begin populating the GA4 attribute.
Create a new property under the Property heading in the Account column.
Following this, choose your business’s industry and size before completing the creation process.
For GA4 to generate reliable results, you need three to six weeks, depending on your site’s popularity.
Data from UA and GA4 may appear to be inconsistent at times. The reason is GA4 employs a novel method
of increased event measurement in its data collection.
Add A Data Stream
To add a new data stream, select Data Streams under Properties.
In contrast to UA, GA4 properties can accept and consolidate tracking data from mobile and web via
separate data streams.
Set Up Data Collection For Websites
You must implement the Google tag on your web pages before you can begin viewing data in your new GA4
property.
Insert your G-ID into the Google Analytics field on Google Sites.
When you access the Data Streams, your G-ID will be displayed in the top right corner.
Activate Google Signals
Advertisements for cross-device remarketing campaigns can be served to audiences built in GA4 and
uploaded to Google Ads so long as Google signals are turned on. Ads Personalization allows Google to
display these ads to users who have opted into the service.
Make A List Of Your Essential Items
A new analytics property will not take on any pre-existing UA property’s tracking items (such as goals or
events).
After making your list, you can select what to keep and discard and where new monitoring items, such as
events, goals, etc., are needed.
Goals are created in each reporting view. If you want to retain goals from reporting views in GA4, you’ll
need to list and recreate them manually.
You can only track 30 conversions per property in GA4, like how UA reporting views only let you track 20
goals per reporting view.
Note which of your existing goals are “non-event” goals (such as destination-based goals) so that you can
adjust your tracking method accordingly.
Migrate Individual Items To GA4
After establishing the account, the next step is to take measurements. Given the significant differences
between the GA4 event and the UA models, careful preparation is required for this stage.
To avoid duplicating effort in GA4, document your UA events first. Identifying your company’s most
important UA events is a crucial first step in moving them to GA4.
While upgrading from Universal Analytics to Google Analytics 4 may be time-consuming, the advantages
are well worth the effort.
Also, GA4 is continually evolving. Therefore, it’s essential to quickly respond to new developments and
adjust accordingly.
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