Introduction:
Google is introducing a new and upgraded version of its analytics platform called Google Analytics 4 (GA4). The transition from Universal Analytics (UA) to GA4 requires careful planning and understanding of the major changes and differences between the two versions. This guide aims to provide a detailed step-by-step process to migrate from UA to GA4, ensuring a smooth transition and accurate tracking of data.
Step 1: Create your GA4 Property and Launch it:
To begin the migration process, it is crucial to create your new GA4 property and launch it as soon as possible. Historical data from UA will not be automatically imported into GA4, so the earlier you create the new property, the sooner it can start tracking data. Follow these steps:
- Create the new GA4 property.
- Add the GA4 tracking tag to your site using Google Tag Manager or another suitable method.
- Monitor the new property over the next few days to ensure traffic data is populating correctly.
Step 2: Make a List of Key Items:
UA features and data points do not automatically transfer to GA4. Create a list of key tracking items that you currently use in UA, including events, goals, content groupings, custom dimensions/metrics, referral exclusions, product link connections, and audiences. Evaluate which items to keep, discard, or create anew in GA4. Note the differences in goal tracking and consider the limitations in the number of conversions per property.
Step 3: Migrate Individual Items to GA4:
Once you have the list of items to recreate in GA4, follow these guidelines for setting up the most common tracking items:
Events:
Check the automated goals in your GA4 property before recreating events that are already created by Google. Utilize Google Tag Manager for implementing event tracking.
Goals (Conversions):
Rename your goals as “Conversions” in GA4. Start by recreating event-based goals, followed by destination-based and engagement-based goals. For engagement-based goals, create a GA4 audience first and then set up the goals utilizing that audience.
Content Groupings:
Unlike UA, content groupings in GA4 are created through page tagging using tools like Google Tag Manager. Invest time in setting up content groupings in the GA4 property.
Custom Dimensions/Metrics:
Set up custom dimensions and metrics in both the GA4 property interface and the code. Even if your UA tags migrate successfully, recreate them in the GA4 interface.
Referral Exclusions:
Referral exclusions still exist in GA4, but they are now located under Data Streams > Site Data Stream > More Tagging Settings > Configure Your Domains. Add your domain and any other domains that need to be excluded.
Product Link Connections:
Reconnect your Google products’ links to the new GA4 property. You can have multiple GA properties connected to your Google properties simultaneously.
Audiences:
Recreate audiences from UA in GA4 using the updated terminology and methods provided by Google. Ensure audiences are set up well in advance of July 1, 2023, to maintain advertising and conversion tracking continuity.
Ecommerce:
Implement separate tags for GA4 ecommerce tracking, even though it is similar to UA. Google Tag Manager is recommended for this process.
Step 4: Verify Tracking Items:
After launching the tracking items in GA4, thoroughly check their functionality. Evaluate ecommerce tracking, conversions, event tracking, and other metrics to ensure they are working correctly. If any issues arise, troubleshoot and fix them promptly.
Step 5: Determine the Single Source of Truth Date:
Agree upon a date for GA4 to become the “single source of truth” for data and reporting within your organization. Consider waiting until you have completed the verification process and are confident in the accuracy of the data collected in GA4.
Step 6: Communicate and Train Stakeholders:
Notify all relevant stakeholders, including marketing teams, data analysts, and decision-makers, about the migration to GA4. Provide training sessions or documentation to educate them on the new platform’s features, differences, and reporting capabilities. Ensure everyone understands the implications of the transition and how to interpret data from GA4 effectively.
Step 7: Create Custom Reports and Dashboards:
Recreate any custom reports, dashboards, or data visualizations that were previously available in UA. Utilize the new reporting interface and features of GA4 to build comprehensive and insightful reports tailored to your organization’s needs.
Step 8: Monitor Data Consistency and Anomalies:
Regularly monitor data consistency and look for any anomalies or discrepancies in the data collected in GA4. Compare GA4 data with UA data during the transition phase to ensure accuracy and identify any potential issues. Keep an eye out for unexpected changes in metrics or tracking patterns.
Step 9: Gradually Phase out Universal Analytics:
As you gain confidence in the accuracy and completeness of data in GA4, gradually phase out the use of Universal Analytics. Set a deadline for ceasing the collection and reporting of data in UA, and ensure all stakeholders are aware of the transition.
Step 10: Ongoing Optimization and Maintenance:
Continuously optimize and refine your GA4 implementation. Stay updated with new features and updates from Google, and leverage them to enhance your tracking and reporting capabilities. Regularly review your tracking setup, goals, and audience definitions to ensure they align with your evolving business needs.
Conclusion:
Migrating from Universal Analytics to Google Analytics 4 requires careful planning, execution, and ongoing maintenance. By following this comprehensive step-by-step guide, you can ensure a smooth transition and take advantage of the advanced features and capabilities offered by GA4. Embrace the change, communicate effectively with stakeholders, and leverage the new platform to gain valuable insights into your website and app performance.