<\/figure>\n<\/div>\n<\/div>\n\n\n\n<\/p>\n\n\n\n
Migrating to Google Analytics 4<\/h2>\n\n\n\n If you haven\u2019t yet implemented your Google Analytics 4 tracking, I recommend you start now. As Universal Analytics properties started to be switched off in August 2023, you may have already lost a few months of data. To ensure you do not lose any more key metrics you should aim to set up tracking as quickly as possible.\u00a0<\/p>\n\n\n\n
Planning<\/h3>\n\n\n\n Think of the migration as a chance to clean up your analytical setup. It\u2019s also a good idea to think of it as introducing a new product, rather than replacing an already existing one. There are many differences between GA4 and UA, so you might not be able to replicate everything in the new version.This task can take you up to 2 weeks, depending on the size of your business and how many stakeholders need to be involved.<\/p>\n\n\n\n
Consider the data you need to make critical business decisions<\/h3>\n\n\n\n What tracking do you need to report on performance efficiently? If you\u2019re dealing with custom event tracking, prioritise the work \u2013 determine high and low priority tracking. During this phase, you also get to decide what tracking you remove. We have all set up tracking we thought we needed and never used it, and now\u2019s your chance to get rid of it!<\/p>\n\n\n\n
Review Google Analytics 4 to ensure this is the right product for you<\/h3>\n\n\n\n When Universal Analytics started, there weren\u2019t many web analytics products around. There are now many free and paid solutions that offer different reporting methods on user behaviour. Google Analytics 4 uses a different data model, and perhaps it doesn\u2019t meet your requirements \u2013 it\u2019s crucial to review product documentation.<\/p>\n\n\n\n
Decide on a migration timeline and key dates<\/h3>\n\n\n\n Google gave us deadlines, so your team needs to be ready for them. If you\u2019re working with an agency, make sure they can implement GA4 in your timeline.<\/p>\n\n\n\n
Review the current setup<\/h2>\n\n\n\n If you created your Universal Analytics property years ago, there are likely elements of the original setup you no longer remember. By auditing your current property, you can better understand any filters or settings and if you have to replicate them in GA4. List any events, custom dimensions and metrics, filters, or calculated metrics you can find. This task can take up to a week, depending on how advanced your Universal Analytics setup is. <\/p>\n\n\n\n
Document required changes<\/h2>\n\n\n\nReview the tracking you identified as a priority<\/h3>\n\n\n\n Create documentation for your developers or agency with instructions on what data you want to collect and what format. As GA4 moves away from \u2018Event Category \u2013 Event Action \u2013 Event Label\u2019 and focuses on parameters, you must create a new event hierarchy. You need to \u2018translate\u2019 any custom dimensions or metrics to the GA4 language. This step can take up to 2 weeks.<\/p>\n\n\n\n
If your current setup uses goals, mark any critical events as conversions<\/h3>\n\n\n\n If your current setup uses goals, mark any critical events as conversions. GA4 moves away from the concept of goals, and it now lets users select which events should count as conversions.<\/p>\n\n\n\n
Fillers and custom settings might use different names in GA4<\/h3>\n\n\n\n There are several filters that no longer exist in the new version. For example, so far, GA4 does not offer a hostname filter. You will need tho create those filters at the code level or via Google Tag Manager.<\/p>\n\n\n\n
For e-commerce websites, it\u2019s also essential to correctly implement new e-commerce tracking<\/p>\n\n\n\n
<\/p>\n\n\n\n
This is probably the most time-consuming process, but it\u2019s also the most important one as it reports on crucial business data. Setup and testing requires time, and once data is collected, you will also need to recreate your current e-commerce dashboards.<\/p>\n\n\n\n
Set up account<\/h2>\n\n\n\n To create a new Google Analytics 4 account, go into your account settings and within property settings, create a new property. Select “Web” as the type of property. You will need to name your new property – I suggest using \u201cGA4\u201d at the front of the name so it\u2019s easier to tell the difference between your Universal Analytics and Google Analytics 4 properties. <\/p>\n\n\n\n
You should also select the reporting time zone as well as reporting currency (if you plan on reporting revenue).\u00a0<\/p>\n\n\n\n
Data Retention<\/h3>\n\n\n\n The first setting you should change is data retention<\/strong>. The default setting is 2 months but it\u2019s best to update it to 14 months. This way you won\u2019t have a problem with reporting year-on-year performance.\u00a0<\/p>\n\n\n\nData Stream<\/h2>\n\n\n\n You will now need to add a data stream. Create a new one and once set up you will receive a tracking code that you can use on your website. This code can be added using a plugin, Google Tag Manager, or by adding it to your website\u2019s code.\u00a0\u00a0<\/p>\n\n\n\n
Additional settings<\/h3>\n\n\n\n Google Analytics 4 offers many other settings that might be worth reviewing at this point. Enabling Google Signals is a good feature if you run paid ads and want to share enhanced analytics data with Google Ads.<\/p>\n\n\n\n
You may also want to connect Google Analytics 4 with your Google Ads account and Search Console account. This way you will have access to advanced paid ads and organic traffic data collected by those two tools.<\/p>\n\n\n\n
Set up event tracking<\/h2>\n\n\n\n Start with high priority tracking to ensure you collect critical business data. If you use Google Ads or rely on user segments, set them up. The implementation can take up to 2 weeks, depending on how complex your website is and how many events or conversions you want to track.<\/p>\n\n\n\n
Mark relevant events as conversions. You will also need to register event parameters and custom metrics and assign them to specific events. As Google Analytics 4 takes up to 24 hours to process data, once you implement your tracking you may need to wait a day to see it show in Google Analytics 4. Get comfortable with things not being perfect during this stage of the process.<\/p>\n\n\n\n
Get used to the new interface<\/h3>\n\n\n\n GA4 uses different navigation, so it may take a few weeks or months to get used to it. Most UA reports use different names than GA4, so focus on what data you\u2019re looking for instead of what the report was previously called. GA4 also offers a \u2018reporting centre\u2019 where dashboards can be built. You may think it\u2019s the same as Custom Reports in UA, but it\u2019s more advanced and offers more ways of visualising the data. It lets you create funnels, journeys, easier comparisons, etc.<\/p>\n\n\n\n
Start reporting<\/h3>\n\n\n\n The dashboards you currently use will need updating. You will need to change the data connector, and you will also have to review dimensions and metrics as they have most likely changed. This is also where it\u2019s essential to slow down and review new metrics definitions<\/a>. Session in UA doesn\u2019t necessarily use the exact meaning as in GA4.<\/p>\n\n\n\nAnother excellent example of \u2018same metric, different definition\u2019 is bounce rate. GA4 moves away from bounce rate and engagement rate. So we\u2019re no longer looking at users who left without engaging, and we\u2019re looking at users that engaged with the website. This means we now want the metric to be high, not low, like we used to with the bounce rate.<\/p>\n\n\n\n
Data export<\/h2>\n\n\n\n 12 months after Universal Analytics stops collecting new data (July 1st, 2024), it will remove all existing data. There aren\u2019t many solutions to data export \u2013 there isn\u2019t a magic button that moves all UA data to GA4. You most likely won\u2019t be able to download and store all the data \u2013 you must decide what metrics are most important to your business and how much historical data you require.<\/p>\n\n\n\n
List all the key metrics and data intervals you usually look at. Some might require a daily count of users broken down by exact device type, while others might only need a monthly number of visitors. The amount of data you need to export depends solely on the required data.<\/p>\n\n\n\n
Download the data manually or using API<\/h3>\n\n\n\n You will have to download the reports using the UA interface – saving a file into Excel, Sheets or CSV. You can also use GA API – either by writing code yourself or using some GA plugins. For example, Google offers a Google Sheets plugin that lets you schedule data downloads.<\/p>\n\n\n\n