How To Migrate To GA4 – Google Analytics Migration Guide

Greetings, oh analytics-challenged digital marketer! Fear not, for we shall embark on a journey to the mystical land of GA4. GA4 (Google Analytics 4) is the new kid on the block, and it’s here to give your data game a serious upgrade, supposedly… Think of Universal Analytics (UA) as the dependable old workhorse, while GA4 is like a shiny new sports car with a ton of bells and whistles. Still with me? Good! Now let’s dive into the world of GA4.

Why is upgrading to GA4 important?

Why should you switch to GA4, you ask? Well, my friend, it’s like choosing between a Nokia 3210 and a iPhone. Sure, the Nokia works, but the iPhone has so many more features, trying to make your life a whole lot easier. GA4 is designed to provide better insights, cross-platform tracking, and data privacy compliance. If you don’t want to be left in the dust, it’s time to hop on the GA4 train before it’s too late. Although Google has been announcing phasing UA out for the best part of 2-3 years, it is now supposedly actually happening and all upgrades needing to be completed by July 1st 2023. For those of you with more complex setups, you best get this underway ASAP as some migrations can take some serious time. 

What are the differences between GA4 and UA?

Here’s the lowdown on the key differences between GA4 and UA:

• Reporting: GA4 has adopted the “event-driven” model, which means it’s all about the actions users take on your site. UA, on the other hand, uses the “pageview” model. Imagine GA4 as a hyperactive detective, scrutinizing every user interaction, while UA is more like a chill observer, watching users stroll by.

• Metrics: GA4 bids adieu to the classic “sessions” and “bounce rate” metrics. Instead, it focuses on “engagement” metrics, measuring how much time users spend with your content.

• Measurement: GA4 uses the Google Analytics Data API, while UA relies on the Core Reporting API. Think of it as GA4 speaking a different, more sophisticated language than its predecessor.

How do we Migrate to GA4?

Upgrading to GA4 is like learning to ride a bike – a bit scary at first, but totally doable. Here are instructions (from Google) to perform the migration for a basic UA setup:

• Sign in to Google Analytics where your universal Analytics Account is held. 
• In Google Analytics, click Admin (Bottom left).
• In the Account column, make sure that your desired account is selected. (If you only have one Google Analytics account, it’s already selected.)
  
• In the Property column, select the Universal Analytics property you want to check.
  
• In the Property column, click GA4 Setup Assistant. It’s the first option in the Property column.
  
• In the Google Analytics 4 Property Setup Assistant, find a red or green notice that says “Not Connected” or “Connected.”
  • If the notice is red and says “Not Connected,” you need to migrate.
    
  • If the notice is green and says “Connected,” you have already started to migrate. Skip to next steps.
    

  • Migrate your goals

    1. Return to the Setup Assistant page. (Click GA4 Setup Assistant, to the left of your screen.)
    2. Look for “Set up conversions” and click the Actions menu to the right of the row.
       
       
    3. Click Import from Universal Analytics.
    4. Select which goals you’d like to recreate as conversion events in your new Google Analytics 4 property. (You’ll see a checkmark next to all of your goals, by default. Unselect any goals that you don’t want to recreate in your GA4 property.)
    5. Click Import selected conversions in the top right.

    A confirmation message will show in the bottom left of your screen when your selected goals have been successfully recreated as conversion events in your Google Analytics 4 property.

What key features have changed between the two platforms?

Buckle up, because there are a whole lot of new features in GA4:

• Enhanced Measurement: GA4 tracks common user interactions automatically, like an overeager assistant.
• Improved Reporting: GA4’s shiny new reports give you deeper insights into user behaviour.
• Cross-platform Tracking: GA4 can track users across your website and app like a super-sleuth.
• Audience Building: GA4 helps you create audiences based on user behaviour, so you can target them with pinpoint precision.

Get in touch with Atomic Digital Marketing if you require assistance.

Feeling overwhelmed? Don’t fret! Migrating to GA4 can be a daunting process, especially if you have a veritable zoo of properties, views, goals, and events. But fear not, Atomic Digital Marketing is here to save the day. With our dedicated UA>GA4 migration service.