Migrating from Universal Analytics to Google Analytics 4 (GA4)

Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the next generation of Google Analytics. It was released in October 2020 and is designed to be more flexible, scalable, and privacy-focused than Universal Analytics. If you’re currently using Universal Analytics, you’ll need to migrate to GA4 by July 1, 2023. After that date, Universal Analytics will stop processing data. Migrating to GA4 can be a daunting task, but it’s important to do it sooner rather than later. Our team of experts can set up Google Analytics 4 (GA4) for your business quickly and easily, contact us to learn more.

What is GA4?

GA4 refers to Google Analytics 4, which is the latest version of Google’s web analytics platform. It was introduced by Google in October 2020 as the successor to the previous version known as Universal Analytics (UA).
GA4 brings several new features and enhancements to help businesses gain valuable insights into user behaviour and optimise their online presence. Some key features of GA4 include:

Event-based Tracking

GA4 focuses on event-based tracking rather than the traditional pageview-centric approach. It allows businesses to track and analyse specific user interactions such as clicks, video views, downloads, form submissions, and more.

Enhanced Cross-platform Tracking

GA4 provides improved cross-platform tracking capabilities, allowing businesses to analyse user interactions across multiple devices and platforms, including websites, mobile apps, and even offline interactions.
Customer-centric approach
GA4 introduces a customer-centric approach to data analysis, which means it places a stronger emphasis on understanding user behaviour throughout their entire journey rather than focusing solely on individual sessions or pageviews.

Machine Learning Capabilities:

GA4 incorporates advanced machine learning models to provide automated insights and predictive analytics. It can help businesses identify trends, uncover hidden patterns, and make data-driven decisions more effectively.

Streamlined Data Modeling

GA4 simplifies data modelling by introducing a flexible event-based data model. It allows businesses to define custom events and parameters based on their specific needs, making it easier to track and analyse relevant data.

Integration with Google Ads and other Google products:

GA4 offers tighter integration with other Google products, including Google Ads. This integration allows businesses to gain a deeper understanding of how their marketing campaigns impact user behaviour and conversion rates.
It is important to note that transitioning from UA to GA4 requires careful planning and consideration, as there are differences in tracking implementation and data structure between the two versions.

How to set up GA4

Migrating from Universal Analytics to Google Analytics 4 (GA4) is recommended to take advantage of the new features and benefits it offers. To migrate to GA4, follow these steps:

Create a new GA4 Property

Start by creating a new GA4 property in your Google Analytics account. You can do this by navigating to the Admin section of your Google Analytics account and selecting “Create Property” under the GA4 section.

Set up Data Streams

Within your new GA4 property, set up data streams to collect data from different sources such as your website, mobile app, or other platforms. Each data stream will have its own unique Measurement ID.

Install the GA4 Tracking Code

Implement the GA4 tracking code on your website and mobile app. This code is different from the Universal Analytics tracking code. Refer to Google’s documentation or developer guides for detailed instructions on how to install the tracking code correctly.

Configure Event Tracking

GA4 focuses on event-based tracking rather than pageviews. Define the events that you want to track, such as button clicks, form submissions, video views, or custom interactions. Configure your website or app to send these events to GA4 using the appropriate event parameters.

Enable Data Import and Integrations

GA4 offers various data import options and integrations with other platforms such as Google Ads, Firebase, and BigQuery. Configure the desired data imports and integrations based on your needs to consolidate data and gain deeper insights.

Review and Test your Implementation

Once your GA4 tracking code is implemented, review and test your setup to ensure that data is being collected accurately. Verify that events are firing correctly, and data is being recorded as expected.

Set up Reporting and Analysis

Explore the new reporting features and analysis capabilities of GA4. Familiarise yourself with the interface and reports to gain insights into user behaviour, customer journeys, and key metrics.

Consider Data Migration

If you want historical data from Universal Analytics to be available in GA4, you can explore options for data migration. Google provides tools and resources to help with data migration, including a data import feature and the Measurement Protocol.
It’s essential to plan your migration carefully and consider any potential impacts on your reporting and analysis processes. Make sure to test thoroughly and gradually transition from Universal Analytics to GA4 to ensure a smooth transition without losing critical data.

Why do you need to migrate to GA4?

Below are the ways we can guide you through the migration process to GA4:

Expertise and Knowledge

IT specialists have the necessary expertise and knowledge in setting up GA4. They are familiar with the technical aspects, implementation requirements, and best practices for configuring GA4 effectively. Their specialised skills ensure that the setup is done correctly and efficiently.

Customised Configuration

An IT specialist can tailor the GA4 setup to meet your specific needs. They can understand your business requirements, goals, and tracking objectives to configure GA4 accordingly. This includes setting up data streams, defining events and parameters, integrating with other platforms, and implementing advanced features specific to your business.

Data Accuracy and Integrity

Proper setup is crucial for accurate data collection and integrity. An IT specialist can ensure that the GA4 tracking code is implemented correctly across your website and mobile app, guaranteeing accurate tracking of user interactions and data collection. This helps in producing reliable reports and insights for informed decision-making.

Smooth Transition

Migrating from Universal Analytics to GA4 can be complex, but an IT specialist can make the transition smooth and seamless. They have the experience and knowledge to handle the migration process, ensuring that your historical data is properly transferred and accessible in GA4. This allows you to continue analysing past data while benefiting from the new features and capabilities of GA4.

Troubleshooting and Support

If any issues or technical challenges arise during the GA4 setup process, an IT specialist can quickly identify and troubleshoot them. They have the technical skills to resolve problems efficiently, minimising any disruptions to your analytics tracking and reporting. Additionally, they can provide ongoing support to address any questions or concerns that may arise after the initial setup.

Optimisation and Advanced Features

IT specialists can help you leverage the full potential of GA4 by implementing advanced features and optimisation strategies. They can assist in utilising machine learning capabilities, data integrations, and custom event tracking to gain deeper insights into user behaviour and improve your marketing efforts.

Time and Resource Savings

By relying on an IT specialist to set up GA4, you save time and resources that would otherwise be spent on learning the technical intricacies of GA4 and implementing it yourself. This allows you to focus on other aspects of your business while ensuring that your analytics setup is handled by a knowledgeable professional.
Overall, having an IT specialist set up GA4 for you ensures a smooth and accurate implementation, customised configuration, ongoing support, and access to advanced features. It allows you to make the most of GA4’s capabilities, gain valuable insights, and make data-driven decisions to optimise your online presence effectively.


In conclusion, migrating to Google Analytics 4 (GA4) and having an IT specialist set it up for you offers numerous benefits for your business. GA4 provides advanced features, cross-platform tracking, enhanced predictive analytics, and improved privacy features, among others. By migrating to GA4, you future-proof your analytics and align with Google’s evolving vision. Our team of experts can set up GA4 for your business quickly and easily, contact us today to learn more.

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