Google Analytics 4 is the next generation of Google’s measurement solution platform, replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing data. We strongly recommend you make the switch to GA4 as soon as possible.

Google Analytics is an essential tool for businesses looking to understand their website traffic and user behavior. With the recent release of GA4, Google has taken a big step forward in providing marketers with the insights they need to make data-driven decisions. However, many businesses are still using the older Universal Analytics version, and are yet to make the switch to GA4. If you’re one of them, now is the time to migrate to GA4. In this article, we’ll discuss the benefits of migrating to GA4 and how to get started.

Why Migrate to GA4?

Enhanced Data Tracking:
One of the primary reasons to migrate to GA4 is the enhanced data tracking it offers. GA4 uses an event-based tracking model that allows for more granular tracking of user behavior. This means that businesses can gain a better understanding of how users interact with their website and make more informed decisions based on this data.

Future-Proofing Your Analytics:
Another benefit of migrating to GA4 is future-proofing your analytics. As Google continues to invest in GA4, it’s clear that this will be the preferred version of Google Analytics going forward. By making the switch now, businesses can ensure that they’re staying ahead of the curve and won’t have to go through a more complex migration process later on.

More Comprehensive Reporting:
GA4 provides businesses with more comprehensive reporting options, allowing them to better understand the performance of their website and marketing campaigns. This includes a range of new reports, such as Engagement, Monetization, and Retention reports, which provide deeper insights into user behavior and retention rates.

Integration with Google Marketing Platform:
GA4 is designed to integrate with the Google Marketing Platform, making it easier for businesses to track and optimize their campaigns across multiple channels. This means that businesses can gain a more holistic view of their marketing performance and make better-informed decisions about where to allocate their budget.

Migration Can Be Painful

GA4 Conversion Problems

As there are many benefits to GA4 however, the actual migration is not easy. Many individuals will struggle with the integration process and need assistance to set up, read, and interact the platform to get meaningful data and insights (hint, hint, that’s where we come in). Although this is a necessary root canal for every website in existence, it’s not fun, easy or simple to do, but it’s necessary and requires an expert to do right.

Getting Started with GA4 Migration:

Set Up a New GA4 Property:
The first step in migrating to GA4 is to set up a new GA4 property alongside your existing Universal Analytics property. This will ensure that you don’t lose any historical data during the migration process. Google provides direction on migrating to GA4 in this article.

Install the GA4 Tracking Code:
Once you’ve set up your new GA4 property, you’ll need to install the GA4 tracking code on your website. This is a different tracking code to the one used for Universal Analytics, so it’s important to make sure you’re using the correct code.

Create Custom Events:
One of the key benefits of GA4 is the ability to track custom events, such as button clicks and form submissions. To take advantage of this feature, you’ll need to create custom events within GA4.

Import Historical Data:
Once you’ve set up your new GA4 property and installed the tracking code, you can import your historical data from Universal Analytics. This will ensure that you have a complete view of your website performance across both versions of Google Analytics.


Q: Will I lose my historical data when I migrate to GA4?
A: No, you can import your historical data from Universal Analytics into GA4.

Q: Do I need to install a new tracking code when I migrate to GA4?
A: Yes, you’ll need to install a new GA4 tracking code on your website.

Q: Is GA4 free to use?
A: Yes, GA4 is a free tool offered by Google.

With its more advanced tracking methods and enhanced data insights, GA4 offers a more complete view of user behavior across multiple devices and platforms. While there may be a learning curve in transitioning to GA4, the benefits it offers in terms of deeper data insights, improved data privacy, and a more flexible measurement model make it a crucial tool for any business looking to stay competitive in the digital landscape.

Now is the time to migrate to GA4… Don’t wait, time is running out!

Published by Andrew Orlander
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