This guide explains GA4 migration from Universal Analytics (GA3). It covers what Google Analytics 4 is, how it differs from Universal Analytics and how to set it up.
In 2022, Google announced that Google Analytics is going away, and standard Universal Analytics stopped processing data on July 1, 2023. GA4 is now the only version of Google Analytics.
Let’s dive in to understand more about GA4, what it is and why it is important to migrate.
What Is GA4?
Google describes GA4 as the next generation of Analytics. It lets marketers measure traffic and engagement across websites and apps.
GA4 revolutionizes data collection by capturing and merging valuable insights from both websites and applications, enabling a comprehensive understanding of the customer journey. Moreover, GA4 incorporates essential privacy controls, such as cookie less measurement, behavioral modeling, and conversion modeling, ensuring compliance while delivering accurate and actionable data.
GA4 goes beyond complex modeling techniques, providing guidance and insights without requiring intricate models or extensive expertise. It also integrates directly with media platforms, so businesses can act on their data. In addition, built-in predictive analysis helps close the gap between analytics and action.
GA4 vs Universal Analytics
GA4 distinguishes itself notably from its predecessor, Universal Analytics (GA3), by offering a transformed approach to data analysis.
While Universal Analytics excels in providing insights into the who, where, and when of user behavior on your website, GA4 takes it a step further by capturing the what, how, and why behind user interactions with your site and/or app.
This evolution stems from GA4’s emphasis on event-based data, which diverges from the session-based data approach employed by Universal Analytics. By leveraging event-based data, GA4 enables a more granular understanding of user actions and their underlying motivations, uncovering deeper insights into user behavior and engagement.
The choice of the optimal GA platform depends on your specific objectives. Universal Analytics remains an excellent option for high-level analysis of website performance, providing valuable insights into overall metrics. On the other hand, GA4 excels in delving into the intricate details of user behavior across your online platforms, offering a more comprehensive analysis of user interactions and engagement. Selecting the most suitable platform depends on whether you prioritize a broader overview or a more in-depth understanding of user behavior and platform usage.
What Happened to Universal Analytics?
Standard Universal Analytics stopped collecting data on July 1, 2023. Google has since removed access to old Universal Analytics properties and their data.
If you still rely on older reports, use any exports you saved. Most importantly, make sure GA4 now tracks every event and conversion your business needs.
How to Do Your GA4 Migration
First, let’s identify the three main ways UA can be installed. The first option is using “analytics.js,” an older version of the tracking code. The second option is using “gtag,” which is likely if you created a UA property several years ago. The third option is using Google Tag Manager (GTM), where you’ll find a code with a data layer and a GTM ID starting with “GTM Dash.”
Depending on the installation method, different migration options are available. If you’re using analytics.js, you can switch to Gtag or migrate to GTM. For Gtag installations, you can continue using it with some simple modifications. However, this could also be an opportunity to consider GTM, which offers more advanced options. If you’re already using GTM, you can keep using the same container.
To start Migrating to GTM and installing GA4 through it is the third option worth considering. Remove any existing gtag code from your website and install the GTM container code. Then, create a new GA4 configuration tag within GTM, paste the GA4 measurement ID, set the tag to fire on all pages, and test and publish the changes.
GA4 Migration with Google Tag Manager
If you’re already using GTM and Universal Analytics, you can continue using the same container. Add a new GA4 configuration tag in GTM, paste the GA4 measurement ID, set the trigger to fire on all pages, and test and publish the container. After the installation and data collection, there are additional configurations to consider in your GA4 property. Adjust the data retention period to 14 months in the data settings, exclude internal traffic by setting up filters, and ensure that your website URL is properly configured.
By following these steps, you can complete your GA4 migration and begin collecting data in the new property. Remember to test your implementation and make any necessary adjustments before publishing the changes. Migrating to GA4 provides opportunities for better tracking and analysis, so it’s essential to stay up-to-date with the latest migration methods and best practices to make the most of this transition.
Conclusion
We hope this guide to GA4 migration has given you valuable insights into GA4, its functionalities, differentiating factors from previous GA versions, and its suitability for your business.
There are numerous compelling reasons to give it a try – GA4 offers event-based tracking, which grants you unparalleled granularity in understanding your website or app performance, all within a user-friendly GA interface.
If you possess an inclination towards expanding your website/app analytics capabilities, GA4 stands as the ideal tool for the task. Furthermore, setting it up is a swift process that poses no risks to your existing GA account(s). Embrace the opportunity to explore GA4, broadening your analytics horizons without jeopardizing your current setup. If you need help, our digital consulting team can set up and audit GA4 for you.
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