Migrating from Universal Analytics to GA4: A Step-by-Step Guide

Learn how to transition from Universal Analytics to GA4, the next generation of Google Analytics in our step-by-step guide.

Before migrating from Universal Analytics to Google Analytics 4 (GA4), you must know that GA4 is a totally new product and you would need to explore it extensively to understand how it functions. To help you understand this migration to GA4, we will walk you through the process of migrating from Universal Analytics to GA4 in the simplest manner. But first – 

An Introduction – Moving from Universal Analytics to GA4

If you plan to create a new Google Analytics property, GA4 will be the default. As we said earlier, GA4 is a new entity, and you must link your new GA4 property to your existing UA property. So if you open your Google Analytics account, you will get this message.

Do not fret! You need to follow some steps to move from UA to GA4. Let us start –

Create a Google Analytics 4 Property

Sign in to your Google Analytics account and find your property list to verify this. 

However, if your property is older, you will get this popup. Click – Begin Migration

Step 1.  Create new property with administrator access. 

Provide property details. This would include your property name, country, and currency.

Provide your business details, including business size.

Step 2.  Choose your business objective.

Explore – Google Analytics Courses

Step 3. Set up a data collection platform.

In our case, we need to track data from the web. Hence we will choose the Web platform here.

Step 4. Set up the data stream by choosing the web stream.

Step 5. Set up the GA4 Tag

To do this, go to the Data Streams page, select Web and go into the data stream. You will get a Measurement ID; copy it. (The ID here is blurred because of internal data security reasons)

Step 6. Follow Tagging Instructions

Below this segment, you will get tagging instructions. I have Google Tag Manager installed. Hence I will go to Use existing on-page tag and follow the instructions.

Step 7. Open the Google Tag Manager

Go to Google Tag Manager and then to Tags.

Once you click it, you will be navigated to the Tag Configuration page. Click anywhere.

Step 8. Select Tag Type

Choose Tag type ⇒ Google Analytics: GA4 Configuration.

Step 9. Configure the Tag

Paste the Measurement ID that you copied earlier.

Step 9. Check the Trigger

Check if your setup is triggering.

You can see that the tag set-up is now firing triggers, suggesting the tag has been installed successfully.

Go to your website home page to check if the tag you installed is working.

Here you can see that your Google Tag Assistant Legacy is showing the results of tag analysis, and Google Analytics is working successfully. 

Configuring Conversions with Google Analytics 4 

If you have an e-commerce and want to track your sales even more precisely, it is essential that you correctly configure conversions in GA4. Here is how you can do it step by step:

Set Conversion Goals

The first thing you need to do is set up conversion goals in GA4. To do this, go to the “Events” section in the GA4 Settings tab and click the “Create Event” button. Here you can choose from various goal types, including time on site, number of page views, and events.

Configure Custom Events 

In addition to the predefined conversion goals, you can also set up your custom events in GA4. These events can be specific actions that users take on your website, such as clicking an “Add to Cart” button or completing a contact form.

To configure the custom events, go to the “Events” under the Admin view and click the “Create event” button. Here you will be able to configure the event according to your specific needs, such as the name of the event and the tracking parameters.

Measure Your Conversions 

Once you’ve set up your conversion goals and custom events, measuring your conversions in GA4 is important to see your progress. You can do this in the “Conversion” section in the “Analysis” tab of GA4. Here you can see your conversions in real-time and track your progress towards your conversion goals.

Once you have migrated your data and goals to GA4, you can use GA4. You can use the GA4 reports to track website traffic, analyze user behavior, and measure marketing campaigns.

Start Analyzing GA4 Data

Now that you’ve started collecting data in GA4, it’s time to analyze it. GA4 provides a personalized dashboard that lets you see all your important data in one place. Be sure to carefully analyze the data to gain valuable insight into user behavior on your website.

Compare GA4 Data with UA

Once you’ve started collecting data in GA4, comparing it with the UA data is important. This will allow you to ensure that the GA4 data is accurate and that the transition was successful. You can do this by comparing the metrics on both platforms. If there are any discrepancies, investigate the reason behind them and fix any issues you may find.

Make Adjustments and Improvements

After you have compared the GA4 and UA data and analyzed the GA4 data, you may find areas where you need to make adjustments and improvements. For example, you may need to adjust custom events you’ve set up or add new events to gain a better understanding of user behavior on your website. Make the necessary changes to get the most useful information possible.

Train Your Team in GA4

Once you’ve switched to GA4, ensuring your entire team is trained on its use is important. Be sure to provide GA4 training to anyone working with GA4 data, including data analysts and digital marketers. This will ensure that the entire team is on the same page and can fully utilize GA4’s capabilities.

Monitor Your Results Continuously

Finally, it’s important to continually monitor your results in GA4 to make sure you’re getting the best possible results. Set clear goals and objectives and regularly monitor your progress towards them. It’s also important to continually monitor any changes you make to your GA4 set-up to ensure they produce the desired results.

Here are some additional tips for transitioning to GA4:

• Start using GA4 now. Even if you are not ready to switch to GA4 completely, you can start using it now to collect data alongside your Universal Analytics data. You will get familiar with GA4 and make the transition easier when the time comes.
• Learn about the differences between GA4 and Universal Analytics. GA4 has a different data model and metrics than Universal Analytics. You must learn about these differences to understand your data in GA4.
• Use the GA4 migration tools. Google provides several tools to help you migrate your data and goals to GA4. Take the help of these tools to make the transition process easier.
• Be patient. GA4 is a new platform, and it is still under development. There may be some bugs or limitations. Be patient and give GA4 some time.