Are you ready to move your marketing analytics efforts to the next level? The new Google Analytics 4 (GA4) is here and it’s designed to provide better insights and an enhanced user experience. As a marketing manager, director of ecommerce, or head of growth, understanding how to migrate to GA4 is crucial for ensuring the success of your marketing campaigns. In this blog post, we’ll discuss the migration and help you unlock the full potential of GA4.

Benefits and Challenges of GA4 Migration


  •  More advanced tracking capabilities for cross-device and cross-platform data
  •  Improved integration with Google Ads and other Google Marketing platforms
  •  Smarter insights powered by machine learning



  •  Different data model and interface from Universal Analytics, requiring some learning curve
  •  Limited third-party integrations compared to Universal Analytics
  •  Potential loss of historical data if not properly configured during migration


Overall, GA4 offers a lot of potential for advanced analytics and insights, but make sure to weigh the benefits and challenges before making the final switch from Universal Analytics.


Key Differences between GA4 and Universal Analytics

Google Analytics 4 brings a whole new approach to analytics, with a focus on machine learning, cross-device tracking, and better user privacy. Universal Analytics, on the other hand, relies on traditional tracking methods like cookies and unique IDs.


One of the most noticeable changes is the shift away from sessions and towards events in GA4. This means that instead of tracking pageviews and sessions, GA4 tracks user actions like clicks and form submissions. 


Overall, GA4 offers more flexibility and advanced tracking capabilities, but it also has a steeper learning curve. It’s worth exploring both options to see which one is the best fit for your business.


Best Practices for Implementing GA4 on Websites

First, make sure to have a clear understanding of what data you want to track and analyze. This will help you properly set up your analytics events and understand your website’s performance.


Next, organize your analytics events in a logical and structured manner. This will make it easier to analyze and interpret your data.


Consider using custom dimensions and metrics to track specific data that is important to your website’s goals. This can help you make data-driven decisions to improve your website’s performance.


Finally, regularly review and adjust your analytics setup as needed. This will ensure that you are collecting the right data and can maximize the value of your analytics insights.


Implementing GA4 on your website can seem daunting, but with these best practices in mind, you’ll be on your way to gaining valuable insights and improving your website’s performance.


How to Use GA4 for Better User Engagement

First, familiarize yourself with the new interface. GA4 has a sleek, updated look that makes it easier to navigate and find the data you need. 


Next, take advantage of the new event-tracking capabilities. With GA4, you can track and analyze specific user actions, like video views or form submissions, to gain insights into how visitors are interacting with your site. 


Finally, use GA4’s machine learning insights to identify opportunities for improving user engagement. The platform can automatically surface trends and patterns in your data, giving you a clearer picture of what’s working and what’s not. 


GA4 uses data-driven attribution to help see multiple touchpoints in the consumer journey. With this latest update, you’ll be able to easily track customer behavior across multiple platforms and devices. Analyzing this data will allow you to make better-informed decisions about your marketing strategies. 


And that’s not all! The updated Event Tracking feature makes it easier to track specific actions on your website, such as clicks on specific buttons or form submissions. This information can be used to optimize the user experience and increase conversion rates. 


Tips for Successful GA4 Migration

Here are some key tips for a successful migration:


  • Take inventory of your current setup: Before making the switch, it’s important to understand your current implementation and what data you’re currently collecting.
  • Plan ahead: Make a plan for how you will implement GA4 and what features you want to take advantage of. This will help ensure a smooth transition.
  • Test, test, test: Test your implementation thoroughly to ensure accurate data collection and reporting.
  • Familiarize yourself with the new UI: GA4 has a different user interface than Universal Analytics, so take some time to familiarize yourself with the new setup.
  • Leverage new features: GA4 offers new features like event tracking, predictive metrics, and machine learning capabilities. Take advantage of these to get the most out of your data.

What to expect next

Universal Analytics properties will stop processing new hits on July 1, 2023, and 360 Universal Analytics properties will stop processing new hits on July 1, 2024. While UA will not receive new data after July 1, 2023, you will still be able to access your previously processed data in for at least six months.

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