How To Migrate To GA4

Welcome to the latest guide for GA4 migration! If you’re a website owner or digital marketer, you probably know the importance of tracking website traffic and user behavior. And for that, Google Analytics has been the go-to tool for a long time.

However, Google recently rolled out a new version of Analytics called GA4, which promises to be more powerful, flexible, and privacy-centric than its predecessor.

But migrating to a new analytics platform can be overwhelming, especially if you need to become more familiar with the latest features and capabilities.

That’s why we’ve created this comprehensive guide to help you seamlessly transition from Universal Analytics to GA4.

In this guide, we’ll cover everything from the basics of GA4 to advanced implementation techniques, tips for data interpretation, and best practices for using GA4 to improve your website’s performance.

So, whether you’re a seasoned Analytics pro or just getting started with web analytics, this guide has something for you. Let’s get started!

migrate site to GA4

What is GA4?

GA4, or Google Analytics 4, is a cutting-edge digital analytics tool that has taken the world of data analysis by storm.

It’s an advanced upgrade to the existing Google Analytics platform, designed to provide marketers with a better understanding of customer behavior across multiple devices and channels.

GA4 also enables deeper integration with Google Ads, making understanding how campaigns perform and where to allocate resources for maximum ROI more accessible.

But GA4 isn’t just about numbers and charts. It’s a tool that allows marketers to identify trends and patterns and create better user experiences by understanding their audience’s needs and preferences.

By leveraging GA4’s powerful features, marketers can optimize their digital marketing strategies, create personalized customer experiences, and drive business growth.

In summary, GA4 is a powerful analytics tool that empowers marketers to make data-driven decisions and create better customer experiences.

Why Migrate to GA4?

Migrating to Google Analytics 4 (GA4) is an essential step for businesses looking to stay ahead of the curve in data analytics. There are several reasons why you should consider migrating to GA4. 

First and foremost, GA4 offers improved user tracking capabilities thanks to its advanced machine learning algorithms.

That means you’ll be able to understand better how users interact with your website, which in turn can help you optimize your marketing and website design efforts.

Another significant benefit of GA4 is that it’s designed to work seamlessly with other Google tools, such as Google Ads and Google Search Console.

This integration can help you better view your digital marketing efforts and make data-driven decisions that drive better results.

Finally, GA4 is a more future-proof analytics platform. As the digital landscape continues to evolve, GA4 is designed to adapt to these changes and provide marketers with the insights they need to succeed in a rapidly changing environment.

The deadline for the Ga4 transition is fast approaching, with Google set to phase out support for Universal Analytics in July 2023.

phase out to GA4

Businesses that fail to migrate to GA4 by then will no longer receive updates and support from Google, potentially leaving them at a disadvantage in data analysis.

Ready to take your analytics game to the next level? Learn the steps to transition from Universal Analytics to GA4 and gain a competitive edge in today’s data-driven landscape!

Evaluate your current analytics setup.

The first step in migrating to GA4 is to evaluate your current analytics setup. This involves taking stock of the following:

  • The current version of Google Analytics you are using (Universal Analytics or GA4)
  • The tracking code installed on your website
  • The events and goals you are currently tracking
  • The integrations you have set up (e.g., with Google Ads, Google Search Console, etc.)

By understanding your current setup, you can identify any potential issues that may arise during the migration process and plan accordingly.

Create A New GA4 Property

The first step in migrating from UA to GA4 is to create a new GA4 property in your Google Analytics account. You can do this by following these steps:

  • Go to the Google Analytics website and log in to your account.
  • Click on the Admin tab at the bottom left of the page.
  • Under the Property column, click on the Create Property button.
  • Choose the option to create a GA4 property.
  • Follow the prompts to create your new GA4 property.

ga4 setup

Install GA4 Tracking Code

Once you have created your new GA4 property, you must install the GA4 tracking code on your website.

You can do this by following these steps:

  • In your GA4 property, click on the Data Streams tab.
  • Click on the Create Stream button.
  • Choose the Web option.
  • Follow the prompts to set up your new GA4 data stream.
  • Copy the GA4 tracking code provided by Google.
  • Paste the GA4 tracking code into the header of your website.

Set Up Your GA4 Configuration Settings

After installing the GA4 tracking code on your website, you must set up your GA4 configuration settings.

You can do this by following these steps:

  • In your GA4 property, click on the Admin tab.
  • Under the Property column, click on the GA4 Configuration option.
  • Follow the prompts to set up your GA4 configuration settings.

Create GA4 Tags and Triggers

Once you have set up your GA4 configuration settings, you must create GA4 tags and triggers to track user behavior on your website. You can do this by following these steps:

In your GA4 property, click on the Tagging tab

  • Click on the Create Tag button.
  • Choose the type of tag you want to create (e.g., page view, event, etc.).
  • Follow the prompts to create your new GA4 tag.
  • Create a trigger for your GA4 tag to fire when specific user behavior occurs on your website.

Set Up Conversion Tracking

Set up conversion tracking for relevant goals or events in your GA4 property. Configure the conversion tracking settings, such as defining the conversion event parameters and assigning a conversion value. Ensure the conversion tracking accurately records conversions in your GA4 property.

Verify Your GA4 Data

After you have set up your GA4 tags and triggers, you need to verify that your GA4 data is being collected correctly. You can do this by following these steps:

  • In your GA4 property, click on the Debugging tab.
  • Click on the Debug View option.
  • Navigate to your website and perform actions that should trigger your GA4 tags and triggers.
  • Verify that your GA4 data is being collected correctly in the Debug View.

Compare Your UA and GA4 Data

Finally, you need to compare your UA and GA4 data to ensure that your GA4 implementation is tracking the same user behavior as your UA implementation. You can do this by following these steps:

In your GA4 property, click on the Analysis tab.

  • Click on the Comparison View option.
  • Choose your UA property as the comparison property.
  • Compare the data between your UA and GA4 properties to identify any discrepancies.
  • Make any necessary adjustments to your GA4 implementation to ensure that your GA4 data is accurate.

Final Steps

Once you have completed the migration process:

  • Make sure to update any relevant reporting or analysis tools to use the GA4 data
  • Communicate the change to stakeholders, such as marketing or development teams, to ensure everyone knows about the switch to GA4.
  • Monitor the GA4 data to ensure that it is accurate and provides the necessary insights for your business.

GA4 Best Practice

Before you start using GA4, setting up your account correctly is essential. This includes creating a property, configuring data streams, setting user permissions, and implementing tags.

Use Enhanced Measurement

GA4’s Enhanced Measurement feature lets you track additional events automatically without manually adding code.

This feature is handy for monitoring events such as scroll tracking, outbound clicks, video engagement, and file downloads. 

Create Custom Dimensions and Metrics

Custom dimensions and metrics are additional parameters that you can use to collect and analyze data beyond the standard GA4 reports.

For example, you can create custom dimensions for tracking user segments, such as new versus returning users or following specific products or services. 

Use Data Streams

GA4’s data streams enable you to track data from multiple sources in one place, such as your website, mobile app, and offline data.

Using data streams gives you a more comprehensive understanding of your users’ behavior across different platforms and devices, which can help you optimize your marketing campaigns and improve user experience.

GA4 data streams

Set Up Conversion Tracking

Conversion tracking is an essential feature of GA4 that enables you to track your users’ actions on your website, such as completing a purchase or filling out a form.

To set up conversion tracking, you must create a conversion event and add the relevant code to your website.

GA4 event conversion

Use Insights and Reports

GA4’s Insights and Reports provide a wealth of information about your users’ behavior, such as their demographics, interests, and behavior across different devices. 

Implement Data Retention Policies

GA4 enables you to set data retention policies to ensure that your data is kept for the appropriate amount of time. You can also optimize your data storage costs by setting applicable retention policies. The options available are 2 months or 14 months. Best to select 14 months worth as it allows for over a years worth of event data to be stored. Hopes are that it can expand to more than just the 14 month option that is currently available.GA4 data streams

GA4 retention data


In conclusion, while the GA4 migration process may seem daunting, it presents an opportunity for businesses to unlock the full potential of their data and gain a deeper understanding of their customers.

By following the guidelines in this guide, companies can ensure a seamless transition to GA4 and position themselves for success in the new era of data-driven marketing.

So, whether you’re a seasoned analytics expert or just getting started, the GA4 Migration Guide is a must-read for anyone looking to stay ahead of the curve.