How to migrate from Universal Analytics to Google Analytics 4

Google is sunsetting Universal Analytics (UA), requiring businesses to transition to Google Analytics 4 (GA4) to continue tracking website and app performance. Unlike UA, GA4 introduces a more flexible event-based data model, enhanced cross-platform tracking, and AI-powered insights. However, the migration process requires proper planning to ensure data continuity and reporting consistency.

Migrating to GA4 helps:

• Ensure continuous data collection – UA will stop processing data, so timely migration prevents reporting gaps.
• Leverage advanced analytics – GA4 provides deeper user insights, predictive metrics, and cross-device tracking.
• Adapt to privacy regulations – Features like cookieless tracking and improved consent mode help ensure compliance.
• Preserve historical data – Since UA data doesn’t transfer automatically, businesses must take steps to retain access and insights.
• Improve marketing performance – GA4’s integration with Google Ads and machine learning capabilities enhances targeting and audience segmentation.

Step 1: Set up a new GA4 property

GA4 functions independently from UA, meaning you need to create a new property rather than upgrade an existing one.

How to create a GA4 property:

1. Log in to Google Analytics and go to the Admin panel.
2. Under Account, select your current UA property.
3. Click GA4 Setup Assistant and select Create Property.
4. The setup wizard will copy basic settings like timezone and currency.
5. Retrieve your GA4 Measurement ID under Admin > Data Streams.
6. Add the Measurement ID to your website via Google Tag Manager (GTM) or by manually inserting the global site tag (gtag.js).

Step 2: Configure data streams and tracking

GA4 replaces traditional UA views with data streams, allowing for more flexible cross-platform tracking.

Steps to configure tracking:

• Enable enhanced measurement – Automatically captures key interactions like scroll depth, outbound clicks, file downloads, and video engagement.
• Set up event tracking – GA4 replaces UA goals with conversion events. Configure key interactions, such as form submissions, purchases, and user engagement.
• Integrate with Google Ads – Link your GA4 property to Google Ads for improved audience targeting and campaign attribution.
• Enable cross-domain tracking – If your business has multiple domains, configure GA4 to track user sessions seamlessly across them.
• Activate DebugView – Use GA4’s DebugView to test event tracking and verify that data is being recorded correctly.

Step 3: Preserve historical UA data

Since GA4 does not import UA data automatically, businesses need to take proactive steps to store historical insights.

How to save historical data:

• Export key reports – Download important UA reports in CSV or Google Sheets for future reference.
• Use Google BigQuery – If you require long-term data storage and in-depth analysis, export UA data to BigQuery.
• Leverage Google Data Studio – Connect both UA and GA4 to Google Data Studio for a comparative transition period.
• Set up automated backups – If possible, create recurring exports of UA reports before the platform is discontinued.
• Document historical benchmarks – Identify and record key performance indicators (KPIs) so you can measure GA4 performance accurately.

Step 4: Customize GA4 reports and dashboards

GA4 introduces a completely different reporting structure compared to UA, so businesses should customize their setup to maintain familiarity.

Customizing reports in GA4:

• Use Explorations – GA4’s Explorations feature provides more flexibility for in-depth user behavior analysis.
• Adjust event parameters – Define additional custom dimensions and metrics to track meaningful interactions.
• Create conversion events – Replace UA goals with conversion events tailored to business objectives.
• Set up audience segmentation – Use GA4’s audience builder to refine user groups based on behavior, demographics, and interests.
• Utilize predictive metrics – GA4’s AI-driven analytics help forecast purchase probability, churn likelihood, and revenue potential.
• Customize dashboards in Google Looker Studio – If GA4’s native reports feel limiting, build custom dashboards using Looker Studio for more comprehensive visualization.

Step 5: Validate and refine GA4 tracking

After setup, it’s crucial to verify that GA4 is accurately collecting and processing data.

Key validation steps:

• Compare UA and GA4 data – Expect differences due to the event-based tracking model, but ensure core metrics align.
• Monitor real-time reports – Use GA4’s real-time view to confirm that events and conversions are recorded correctly.
• Test conversion tracking – Validate all key conversion events to ensure data accuracy.
• Review attribution models – GA4 uses a data-driven attribution model by default, which may differ from UA’s last-click model.
• Check for missing events – Identify and correct any interactions that were tracked in UA but are absent in GA4.
• Adjust data retention settings – GA4 defaults to a 2-month data retention period; extend this to 14 months if needed.

Step 6: Educate teams and adjust workflows

GA4’s new data model and interface require adjustments in reporting and decision-making processes. Ensure your team understands the changes.

How to facilitate a smooth transition:

• Train your team – Provide tutorials, documentation, or webinars on GA4’s reporting features.
• Adjust internal reporting workflows – Update business intelligence dashboards, stakeholder reports, and marketing strategies to align with GA4 data.
• Run dual tracking for a transition period – Keep UA running alongside GA4 until UA stops processing data to compare and refine tracking setups.
• Communicate changes to stakeholders – Inform teams and decision-makers about differences in data collection, reporting, and attribution models.

Final thoughts

Migrating to GA4 is not just a technical upgrade—it’s a shift in how businesses track, analyze, and leverage user data. By setting up a GA4 property, configuring tracking, preserving historical data, and refining reports, businesses can ensure a smooth transition while benefiting from GA4’s powerful analytics features. Since Universal Analytics will no longer process data, preparing in advance is crucial to maintaining continuity in website performance tracking and marketing attribution.