Google Analytics 4 (GA4) Migration. Why and When Should I Migrate?

2023.06.22 1326

If you’re reading this article, you have probably received an email in your inbox saying that Google plans to close Universal Analytics (UA) in the summer of 2023 and that you need to complete the GA4 migration.

The message that Google sent looked something like this: “On July 1, 2023, this property will stop processing data. Starting in March 2023, for continued website measurement, migrate your original property settings to a Google Analytics 4 (GA4) property, or they'll be copied for you to an existing GA4 property, reusing existing site tags”.

If that’s the message that you’ve got, you need to start thinking about migration from Universal Google Analytics to Google Analytics 4.
 

What Is GA4?

Google now is actively working to phase out the old Universal Analytics tracking method that has been around since 2012.

Initially, this tool was used to install traffic counters on websites, (e.g., to show the number of visitors).

However, this approach is no longer effective. UA does not give marketers the full picture of their customers and their behavior.

Moreover, privacy standards have changed, which also prevents UA from working effectively. The tool was even banned in a number of countries, such as Italy, France, and Austria.

That’s why now is the time to move to GA4 Analytics, which offers more advanced features than its older counterpart.

So, what is Google Analytics 4? This is the latest version of Google Analytics, introduced in October 2020. It provides a more advanced approach to measuring engagement and traffic across multiple platforms, including websites and mobile apps.

With the help of the new Google Analytics, businesses can get a complete picture of their customers, as well as track conversions and revenue across multiple channels, such as e-commerce, social media, and email marketing.

Why Should You Upgrade to Google Analytics 4?

The update to Google Analytics 4 gives you access to a wider range of tools, compared to Universal Analytics.

If you still haven’t found the answer to the question “Should I upgrade to Google Analytics 4?”, here are a few arguments in favor of the latter:

1. More flexible measurement models
   In UA, measurements are based on sessions and page views, while in GA4 the focus is on users and their interactions. This method has proven to be more flexible, allowing marketers to access more information to track the interactions and behavior of their target audience more efficiently.
    
2. New reporting
   GA4 introduces custom reports that weren’t available in Universal Analytics. They are based on tracked events and provide access to metrics that are directly related to conversions and user behavior.
    
3. Tracking across platforms and devices
   UA uses separate methods to track data from websites and mobile apps. GA4 has only one method that combines customer interaction data from both the website and mobile app.
   
   For example, a potential customer can visit an online store from their mobile device, then from a desktop device, and then make the final purchase/registration/subscription decision from a mobile app. Google Analytics 4 gives you the tools you need to properly track and combine these activities.
    
4. Advanced Machine Learning
   Google Analytics 4 uses machine learning algorithms to supply you with ready-made insights, so you could focus on what’s really important.
   
   New AI-powered features in GA4 provide more accurate user behavior predictions, helping you better understand your audience and improve your marketing strategies.
    
5. Access to the latest features
   As digital marketing continues to evolve, it's important to have a data measurement platform that can keep up with modern technological trends. Upgrading to GA4 ensures you have access to advanced technologies and features as they are premiered.
   
   The use of more powerful analytics tools (compared to UA) ensures a higher return on your advertising investment.
    

What Is the Deadline for GA4 Migration?

Want to know the GA4 migration timeline? You need to hurry up with the migration, because as of July 1, 2023, Universal Analytics resources will stop collecting new data.

If you don't do it yourself before the GA4 migration date, Google Analytics will automatically create a new GA4 resource for you, where your settings from Universal Analytics will be copied.

It may look like you don’t need to do anything: the system will transfer everything for you. However, this is not quite true.

Zwebra recommends that you do this manually, as some configurations in UA are not available in GA4 during automatic copying, so it’s better to configure them yourself.

GA4 Transition: Step-by-Step UA to GA4 Migration

Since the GA4 transition can be quite a complicated process, you should start it as soon as possible. We, at Zwebra, are aware of all the nuances of how to migrate to Google Analytics 4 and are ready to share them with you.

Checklist on How to Upgrade to GA4 from GA3

Ready to move from Universal Analytics to GA4? We have compiled a GA4 migration checklist you might find helpful.

1. Analyze the differences between GA4 and Universal Analytics
   GA4 has significant improvements in terms of collecting, measuring, and analyzing data. It is important to familiarize yourself with the new version, its new features and advanced tracking options.
    
2. Evaluate your current settings
   The step two of your GA4 migration plan includes checking your Universal Analytics setup: tracking code, recent traffic metrics, sources and conversion rates, custom options, and reports.
   This will make it easier to create new events in your GA4 account.
    
3. Set up your GA4 account
   Connect your GA4 property to GA3 (if it is not already connected). Click “Get Started” in the section for creating a new property. Next, you will see a pop-up window that says “Create a new Google Analytics property”.
    
4. Migrate over the events you used in Universal Analytics
   For each Universal Analytics resource, create a new data flow and link it to your GA4 resource to continue tracking data.
   
   First, you need to check the automatic goals that GA4 tracks. Then, open Universal Analytics and see what events are configured in UA and then create similar events in GA4 (if they are not tracked automatically).
   This way, you can create different events when a site visitor:
   • puts an item in the cart
   • enters delivery information
   • specifies their billing information, and so on
   
   Don't forget to set up the integrations you've previously used with Universal Analytics: Google Ads, Ad Exchange, MerchantCentre, Google Optimize, and AdSense.
    
5. Create any custom metrics you will need
   The easiest way is to use the template reports that are already available and customize them according to your needs.

Google Analytics 4 Conversion Tracking Set Up

In addition to the migration itself, it is important to properly configure conversions in GA4. This will allow you not only to organize the correct collection of all the necessary data but also to transfer them to Google Ads to improve ad efficiency and track goals in Google Analytics 4.

To configure this feature, create a new conversion event and select the appropriate options, including event name, value, and currency. You can then use these conversion events to optimize your website performance and improve your overall conversion rate. We’ll talk more about this in our upcoming article.
 

Let Zwebra Experts Help You With Google Analytics 4 Migration and Setup

Looking forward to upgrading to Google Analytics 4 for your website or your online store?

Google Analytics 4 conversion tracking setup allows you to measure and track your website conversions. This is a necessary step to continue tracking user behaviour, optimize your own campaigns, improve your marketing strategies, and make smarter business decisions.

The accuracy of data collection and the effectiveness of future advertising campaigns will depend on how professionally this transition has been made. A lot of times, it’s simply impossible to do this on your own without the help of a skilled developer.

Let Zwebra team help you out with Google Analytics 4 migration and setup. Our specialists have been certified by Google Analytics 4 and are ready to perform GA4 migration so that you could experience all the benefits of using this analytical tool and achieve your business goals easier and faster!

Book a digital marketing consultation or request a free quote on Google Analytics 4 setup services using the form below today.