Ultimate Guide: Transitioning from Google Universal Analytics to Google Analytics 4 – Step by Step Process

05 May 2023

As a business owner or digital marketer, it’s essential to keep up with the latest tools and practices in the online world. Google Analytics is a vital tool for tracking website performance, user behavior, and other crucial data.

In 2020, Google launched Google Analytics 4 (GA4), a new version of its analytics platform. GA4 brings several improvements over Universal Analytics (UA) and is designed to provide better insights and more in-depth data.

On July 1, 2023, standard Universal Analytics properties will stop processing data, so migrating to GA4  as soon as possible is a must. The shift from Google Universal Analytics (UA) to GA4 might appear challenging, but our comprehensive guide will walk you through the process, ensuring a seamless transition.

Step 1: Knowing the differences between Universal Analytics and Google Analytics 4

Before making the switch, it’s important to understand the differences between Universal Analytics and GA4.

Data Model

UA uses a session-based data model, where a session represents a series of interactions a user has with a website or app, while GA4 uses an event-based data model, where every user interaction is considered an event.

Tracking Code

UA uses the traditional Google Analytics tracking code, while GA4 uses a new tracking code called Global Site Tag (gtag.js).

  1. Property Setup: UA properties are created at the account level and use tracking IDs, while GA4 properties are created at the property level and use measurement IDs.
  2. Reporting: UA offers pre-defined reports for analysis, while GA4 has more customisable reports and allows for deeper analysis of events.
  3. User Identification: UA relies on cookies and user IDs to track users, while GA4 uses a combination of device and user IDs.
  4. Machine Learning: GA4 has a stronger focus on machine learning and offers more advanced predictive capabilities for analysing user behavior.
  5. Cross-Platform Tracking: GA4 offers better cross-platform tracking, allowing you to track user behavior across multiple devices and platforms.

Step 2: Create a new GA4 property

Once you’ve familiarised yourself with the differences between the two platforms, it’s time to create a new GA4 property.

This can be done alongside your existing UA property, which will allow you to collect data from both sources during the transition period.

  1. Log in to your Universal Analytics account and click on “Admin”.
  2. Click on “GA4 Setup Assistant” under the “Property” column.
  3. Select “Get Started” and click on “Create Property”

Step 3: Connect UA property to GA4 property

  1. Click the “Admin” button on the lower left side of the page.
  2. From the property column, select “Tracking Info” and then click on “Tracking Code”.
  3. Scroll down until you see the “Connected Site Tags” option and click on it.
  4. To find your GA4 Measurement ID, go to your Google Analytics 4 property and click on “Admin”. From the property column, select “Data Streams” and choose the data stream you want to connect.
  5. In the “Stream details” section, you’ll find the Measurement ID on the top right corner. Copy this ID.
  6. Return to the previous page, paste the Measurement ID, and click on “Connect”.

Congratulations! Your Google Analytics 4 and Universal Analytics property are now connected.

Step 4: Install the GA4 tracking code

After creating your new GA4 property, you’ll need to install the GA4 tracking code on your website.

  1. Go to your Google Analytics 4 property and click on “Admin”.
  2. From the Property column, click on “Data Streams” and select your data stream.
  3. In the “Tagging Instructions” section, choose one of two options to connect GA4 with your website: a. Use the Global Site Tag (gtag.js) – copy the code and paste it into the <head> section of your website. b. Use Google Tag Manager – proceed to step 4.
  4. Log into your Google Tag Manager account.
  5. Click  Tag>New.
  6. Choose “Google Analytics: GA4 Configuration” under “Tag Configuration”.
  7. Enter your GA4 measurement ID.
  8. Click the “Triggering” option and choose “All Pages”.
  9. Click “Save” to complete the process.

Step 5: Verify that tracking is active

After adding the tracking code to your website, it typically takes up to 24 hours for data to start being collected and displayed in your GA4 reports.

Once you’ve completed the previous steps, it’s important to test and verify that your tracking is working correctly. You can do this by using the Google Tag Assistant Chrome extension or by checking your data in GA4.

Step 6: Map UA Goals to GA4 Conversions

Mapping UA goals to GA4 conversions is crucial for accurate data collection during the transition. GA4 offers four categories of events: automated events, enhanced measurement events, recommended events, and custom events. Before creating custom events or dimensions/metrics, check if GA4 has collected them automatically or through enhanced measurement. To enable further ML possibilities, follow recommended naming conventions and consider GA4 limits.

Review and adjust goals to align with the new data model and create custom goals, such as video engagement, scroll depth, and form submission, to gain more insights. By mapping UA goals to GA4 conversions, you can ensure accurate data collection, improve analysis, and reporting processes.

Need Help? Migrate to GA4 Easily!

GA4 provides a more accurate and detailed view of user behaviour across devices, allowing for more targeted and effective marketing strategies. However, transitioning from Universal Analytics to GA4 can be overwhelming and challenging.

We understand these challenges and have the expertise to set up and customise GA4 configurations according to your business needs.

Our migration plans provide businesses with a seamless transition to GA4, including Google Tag Manager setup, and custom reporting on Google’s Looker Studio. Plus, with our bonus SEO audit and free SEO strategy sessions, businesses can optimise their website’s search engine rankings and drive more traffic to their site.

Starter

Basic GA4 setup *

  • 30-minute tagging strategy workshop
  • Migration from Universal Analytics to Google Analytics 4
  • Google Tag Manager Setup (if not already in place)
  • Connect GA4 to Google Tag Manager
  • Install GA4 tracking to the website
  • Basic custom report on Google Looker Studio
  • 30-minute session to present the report + SEO findings

BONUS SEO AUDIT

  • Site audit: overview
  • Site audit issues: errors
  • Site audit issues: warnings
  • Backlink audit summary
  • Backlink audit domains by toxic score

$ 349

Growth

GA4 setup, custom events setup, advanced reporting *

  • 30-minute tagging strategy workshop
  • Migration from Universal Analytics to Google Analytics 4
  • Google Tag Manager Setup (if not already in place)
  • Connect GA4 to Google Tag Manager
  • Install GA4 tracking to the website
  • Up to 10 custom events/conversion goals
  • Advanced custom report on Google Looker Studio
  • 30-minute session to present the report + SEO findings

BONUS SEO AUDIT

  • Site audit: overview
  • Site audit issues: errors
  • Site audit issues: warnings
  • Backlink audit summary
  • Backlink audit domains by toxic score
  • Keyword opportunities
  • Ideas trend list

$ 949

Elite

Basic GA4 setup *

  • 60-minute tagging strategy workshop
  • Migration from Universal Analytics to Google Analytics 4
  • Google Tag Manager Setup (if not already in place)
  • Connect GA4 to Google Tag Manager
  • Install GA4 tracking to the website
  • More than 10 custom events/conversion goals
  • Advanced custom reporting on Google Looker Studio
  • Customised GA4 configurations
  • 60-minute session to present the report + SEO findings

BONUS SEO AUDIT

  • Site audit: overview
  • Site audit issues: errors
  • Site audit issues: warnings
  • Backlink audit summary
  • Backlink audit domains by toxic score
  • Keyword opportunities
  • Ideas trend list

$ 1449+

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