Our Universal Analytics Migration Strategy
Univerisal Analytics Migration to Google Analtyics 4
Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) involves several key steps, as they are fundamentally different systems with distinct tracking methodologies and data models. Here’s an overview of our strategy for making this migration:
1. Plan for Historical Data: GA4 does not migrate historical data from UA. You'll need to plan for how you'll access historical data after UA is phased out.
2. Create a GA4 Property: The first step is to set up a new GA4 property in your Google Analytics account. This is done independent of your existing UA property, as GA4 has now replaced UA.
3. Install GA4 Tracking Code: Implement the GA4 tracking code on your website. This can be done directly or through Google Tag Manager. It's crucial to ensure that this new tracking code is properly installed on all pages of your site to collect data accurately.
4. Configure Data Streams: In GA4, data collection is based on data streams that can be from your website, apps, or both. You'll need to set up these streams to start gathering data.
5. Migrate or Set Up Events: GA4 uses an event-based data model, which is different from the session-based model in UA. You will need to set up events in GA4 to track user interactions. Some events are automatically tracked by GA4, but others will need to be manually configured or migrated from your UA setup.
6. Set Up Conversions: In GA4, conversions are based on events. You will need to identify which events are important as conversions and set them up accordingly.
7. Review and Configure Audience Definitions: Audiences in GA4 are created differently than in UA. Review your audience definitions and recreate them in GA4, taking advantage of the new platform's enhanced segmentation capabilities.
8. Implement Enhanced Measurement: GA4 offers enhanced measurement features that automatically track certain types of interactions like scrolls, outbound clicks, site search, etc. You should review and configure these settings to match your tracking requirements.
9. Update Reporting and Dashboards: Because GA4's reporting interface and metrics are different from UA, you'll need to update your reporting templates and dashboards. Familiarize yourself with GA4's interface and explore its customizable reporting features.
10. Test and Validate Data Collection: Ensure that GA4 is collecting data as expected. This involves testing the tracking setup, validating event tracking, and comparing data between UA and GA4 for discrepancies.
11. Training and Adaptation: Invest time in training your team on GA4. The new interface and features, such as AI-driven insights and predictive metrics, will require a learning curve.
12. Continuous Monitoring and Adjustment: After the initial setup, continuously monitor the data in GA4, making adjustments as needed to ensure accurate and insightful data collection.
It's important to start this process as soon as possible, as UA will eventually be phased out. The transition period, where both UA and GA4 are running concurrently, provides a valuable opportunity to ensure that GA4 is fully optimized and that your team is comfortable with the new system.
