Google Analytics 4 Migration Guide For 2023
How to Migrate Your Website to GA4
Google Analytics 4 (GA4) is Google’s newest Analytics measurement tool and will replace Universal Analytics on July 1, 2023. Google Analytics 4 uses machine learning models to provide advanced tracking and reporting capabilities. As a result, website owners can more accurately analyze their site’s performance across platforms.
In this article, we’ll look at key aspects to consider when migrating your Analytics resources. This can serve as a quick roadmap for Google Analytics updates.
Why Migrate to GA4 Right Away?
First things first! You should migrate as soon as possible! Like it or not, this decision is irreversible. Google has announced 1st July 2023 as the last date to migrate UA to GA4.
There are a set of preconceived notions amongst professionals that tend to delay immigration, thinking it is a year away. In terms of timing, yes. However, from a technical point of view, this is a false assumption.
Here’s why:
- Google Analytics is not retroactive, so pulling older data from GA4 is impossible. It starts displaying data only after you insert the code.
- Transferring old data from UA to GA4 is impossible as the two tools are based on different data models.
- GA4 is being promoted as a UA update. This is a vast generalization because GA4 is another tool that uses the new data model. Although the technical foundation is the same, the tool is a unique product with many features that should be embraced with an open mind rather than just comparing every aspect to UA. In this handy guide, you’ll find the four most significant changes in GA4.
Therefore, switching to GA4 as soon as possible is recommended to start collecting data with the new tool.
How to migrate from UA to GA4?
Don’t miss out on Google’s mandatory migration from GA3 to GA4 by the July 1, 2023, deadline. Take the hassle out of the process with these simple and effective steps to ensure a seamless transition:
1. Make an audit of your UA property
Understand UA configuration; gather as much information about accounts and properties, and create a document and make an audit of the account
2. Plan out the structure of your GA4 account
Depending on your business, you must decide how many properties and processes you must configure. GA4 allows you to collect web and app data in the same property, which requires careful planning and effective strategy.
3. Manage your user permissions
It is essential to determine who will work with your Analytics account. You need to understand the Analytics user’s role and what permissions will be granted to them.
4. Check your property settings
During UA testing, you should document your UA settings. You should check your reference exclusion list in UA to identify unwanted references to exclude in GA4. Also, you need to check if any filters are configured in your UA properties. At the time of publishing this article, filters are still limited in GA4.
5. Identify the events to be migrated
You must enumerate your UA events before recreating them in GA4. A fundamental step is identifying the UA events that hold value for your business and should be transferred to GA4.
6. Check what custom dimensions and metrics should be set up
UA has four scope levels: Session, Visit, Product, and User. However, custom dimensions in GA4 can be configured to limit by event or user. When you create custom parameters for GA4 events, save them as custom dimensions or metrics. You can configure 50 event-related custom dimensions and 50 custom metrics, and 25 uniquely named, user-defined custom dimensions for each GA4 property.
7. Recreate your conversions
You must list your UA goals and decide whether to recreate them as conversions in your GA4 property. One of the biggest benefits of GA4 is increased conversions. You can now configure up to 30 conversions per GA4 property (and 50 in 360 properties). If you’ve configured multiple goals in different views, you must develop a new measurement strategy because views aren’t available in GA4. Also, GA4 doesn’t have smart goals, but you can recreate other types of goals. Furthermore, while smart goals are unavailable in GA4, you can still recreate other types of goals within the platform.
8. Implement eCommerce tracking
You need to identify the e-commerce stocks you are tracking in the UA. If you continue to use your current UA eCommerce implementation with your GA4 property, you may not have accurate reporting data.
One of the main differences is that all the parameters of GA4 are integrated into an array of elements. This must be considered if you want to rewrite your data layer objects and follow the old data schema in your configuration.
You should also pay attention to the parameters required for e-commerce. If you don’t use the required parameters, your events won’t appear in your e-commerce reports.
9. Link your GA4 to other tools
Check what integrations you use in UA and link your GA4 properties to other tools.
10. Take care of your historical data
One of the conundrums here has to do with historical data. However, you can export your data to BigQuery for further analysis. With this integration, we can collect raw data for advanced analytics use cases.
In general, we have three options available:
- Use the built-in UA option to export reports. This can be an option if you only want a few reports within a specific timeframe. You can download data in the following formats: PDF, Google Sheets, XLSX, and CSV.
- Use an external data path provider.
- Use native UA connector, only available for Google Analytics 360
11. Bridge the gaps in training
The most crucial step in the process is closing the training gap. Sure, the different settings can be moved, but what about skills? It will certainly also require an exodus.
GA4 constantly evolves, requiring you to react quickly to changes. If you work in a team, the whole team needs to improve their skills, as working with GA4 can be quite challenging.
Conclusion
Migrating your website to Google Analytics 4 by 2023 offers significant benefits in terms of advanced tracking capabilities, future-proofing, holistic user insights, privacy compliance, and available support. Embracing GA4 early on allows you to leverage its features and stay ahead in the rapidly evolving digital landscape.
