Google Analytics Migration: What you need to know before the July 1 deadline

Boost Media Group


Google Analytics (GA) has been a powerful tool for businesses, enabling them to track and analyze website traffic as well as user behavior. In October 2020, Google introduced the next generation of GA: Google Analytics 4 (GA4). This new iteration offers a plethora of advanced features and capabilities that were previously unavailable, including machine learning, cross-device tracking, and event-driven data modeling.

If your business is still relying on the previous version of GA, the time has come to start planning your migration to GA4. Because starting July 1, 2023, Google’s Universal Analytics (UA) will be phased out, making way for the new era of Google Analytics 4 (GA4). By June 30th, at the very latest, it’s crucial to have GA4 tracking installed and running smoothly on your website properties.

We understand if you’ve been hesitant to migrate to GA4, as it might feel like redoing work you’ve already invested in. However, now is the moment to seize the opportunity and embrace GA4’s cutting-edge tracking features and enhanced flexibility.

In this article, we aim to demystify the GA4 migration process and provide you with a comprehensive guide tailored to businesses of all sizes. Join us as we explore the exciting realm of Google Analytics 4 and equip you with the knowledge and tools needed to smoothly transition from Universal Analytics to GA4. 


Get ready to unlock new insights, enhance your tracking capabilities, and discover the untapped potential of GA4. Let’s embark on this journey together and make the most of the future of website analytics.



Overview of the benefits of GA4.


GA4 introduces a whole new world of possibilities, allowing you to gain deeper insights into your audience, optimize your marketing strategies, and drive better business outcomes.


Let’s explore some of the key benefits GA4 brings to the table:

  • Improved customer journey tracking: GA4 utilizes a new event-based data model, making it easier to track users across multiple devices and platforms. This provides a comprehensive view of their journey, from initial interaction to conversion.
  • Improved user engagement analysis: GA4 offers new metrics and dimensions that enable a better understanding of how users engage with your content. This valuable information can help enhance your website or app design and optimize your content marketing strategy.
  • More powerful audiences for ad campaigns: GA4 empowers you to create highly targeted audiences for your ad campaigns. By refining your targeting, you can improve click-through rates and increase conversion rates, resulting in more effective advertising.
  • More intelligent user privacy and tracking features: With GA4, you gain increased control over data collection and usage, enabling you to comply with privacy regulations and prioritize user privacy. These features are essential for maintaining trust and protecting user data.
  • Simplified goals and events setup: GA4 streamlines the process of setting up goals and tracking events. This simplification allows for a more accurate measurement of the success of your marketing campaigns and the performance of your website or app.
  • Enhanced visualizations and reporting: GA4 introduces new visualizations and reporting tools that facilitate a deeper understanding of your data. These insights can guide better decision-making regarding your marketing strategies and overall business direction.



What is GA4?  

Google Analytics 4 vs Universal Analytics

Google Analytics 4 (GA4) is not just another update to Google’s analytics platform; it’s a game-changer. Released in October 2020, GA4 brings a host of improvements to the table, making it more flexible, scalable, and privacy-focused compared to its predecessor, Universal Analytics.

One of the standout features of GA4 is its new event-based data model. This means that instead of tracking sessions like Universal Analytics, GA4 focuses on individual events such as pageviews, clicks, and downloads. By adopting this approach, GA4 provides a more comprehensive view of user journeys, from that initial interaction to the coveted conversion. You get a deeper understanding of how users engage with your content, thanks to the introduction of new metrics and dimensions.

But the differences don’t end there. GA4 introduces a fresh reporting interface that’s designed with user-friendliness in mind. Navigating through the reports becomes a breeze, and the insights into user behavior and engagement are more readily accessible.


Key features of GA4

Let’s talk about some of the key features that Google Analytics 4 (GA4) brings to the table. It’s not just another analytics update; it’s a tool that empowers businesses with advanced capabilities.

  • First up, we have cross-platform tracking. GA4 goes beyond tracking users on a single website. It can follow users across different devices and platforms, like websites, mobile apps, and even offline events. This means you get a complete picture of your users’ journey, from the first time they interact with your brand to when they finally convert. It’s like connecting all the dots to understand the full story.
  • Next, we have machine learning. GA4 taps into the power of machine learning to give you some serious insights into user behavior. It’s like having your own analytics assistant! By analyzing data patterns, GA4 can help you identify trends, predict future behavior, and make smarter decisions for your marketing campaigns. It’s like having a crystal ball to guide your strategies.
  • Of course, we can’t forget about privacy. GA4 takes privacy seriously. It’s designed to be more privacy-focused compared to its predecessor, Universal Analytics. You have control over data collection, allowing you to respect user preferences. You can choose to collect data only from those users who have opted in, ensuring transparency and consent. And if there ever comes a time when you need to delete data, GA4 makes it easy-peasy. You’re in charge. 



Why should you make the move to GA4?

There are several compelling reasons why businesses should consider migrating to Google Analytics 4 (GA4).

First and foremost, GA4 brings a host of advanced features and capabilities that take your analytics game to the next level. With machine learning at its core, GA4 offers powerful insights into user behavior, helping you understand trends, predict future actions, and optimize your marketing strategies. It’s like having a data-driven superpower at your fingertips. Not to mention, GA4’s cross-device tracking allows you to track users seamlessly across multiple devices, providing a comprehensive view of their interactions with your brand.

But that’s not all. Privacy is a hot topic these days, and GA4 understands that. It’s designed with a strong focus on privacy, ensuring that you can collect and use data in a responsible and transparent manner. With GA4, you can respect user preferences, choose to collect data only from those who have opted in, and have the freedom to delete data whenever needed. It’s a win-win situation, where you can harness the power of analytics while prioritizing user privacy.

Lastly, let’s talk about the future. GA4 is not just an upgrade; it’s the future of Google Analytics. Google has made it clear that they will eventually phase out the previous version of GA. By migrating to GA4, you future-proof your analytics setup and stay ahead of the game. Embracing GA4 now means you’ll be ready for what lies ahead, ensuring a smooth transition and uninterrupted access to valuable insights.



How to migrate to GA4  

Here’s a step-by-step guide on how to migrate to GA4:

  1. Create a new GA4 property:
    Sign in to your Google Analytics account, go to the Google Analytics website, and click on the Admin tab. Select Create Property and choose Google Analytics 4 as the Property type from the drop-down menu.
  2. Map your existing Universal Analytics data:
    In your new GA4 property’s Admin tab, navigate to Data Streams. Select Import from Universal Analytics under the Import tab to map your existing Universal Analytics data to GA4.
  3. Start collecting data with GA4:
    Install the GA4 tracking code on your website or app, which can be found in the Admin tab of your GA4 property. This will enable GA4 to start collecting data from your website or app.
  4. Analyze your GA4 data:
    Utilize GA4 reports and dashboards to analyze your data and uncover trends or insights. You can also export your GA4 data to other tools for further analysis using the GA4 API.
  5. Implement changes based on insights:
    Based on the trends and insights you discover from your GA4 data, make improvements to your website or app. For instance, if certain content is underperforming, consider removing it to enhance your results.


Migrating to GA4 may seem intricate, but it’s crucial to initiate the process now to be prepared for the future. By following these steps, you can ensure a smooth migration experience and harness the full potential of GA4.



What are the challenges of migrating to GA4 and how to overcome them?

Migrating to Google Analytics 4 (GA4) does come with its fair share of challenges.

Let’s take a look at some of them:

  1. Data loss: GA4 has a different data model than Universal Analytics (UA), which means you can’t simply import historical data from UA into GA4. Starting from scratch with data collection in GA4 can be time-consuming and require some effort.
  2. Learning curve: GA4 introduces a new user interface and a different set of features compared to UA. This might pose a challenge for users who are familiar with UA and need to get up to speed with GA4.
  3. Compatibility issues: GA4 is not fully compatible with all the same integrations as UA. If you want to continue using the same integrations in GA4, you may need to make changes to your tracking setup.
  4. Downtime: Migrating to GA4 can lead to temporary downtime for your website or app. Making changes to your tracking code and taking your website or app offline for a short period may be necessary.

Overcoming these challenges requires some strategic actions:

  1. Plan early: Start planning your migration as early as possible. Giving yourself ample time will help address potential challenges and ensure a smoother transition.
  2. Utilize migration tools: There are handy migration tools available that can assist you in simplifying the migration process. These tools can help export your data from UA, import it into GA4, and facilitate changes to your tracking code.
  3. Test your migration: Once you’ve completed the migration, it’s crucial to test your data collection in GA4 to ensure everything is working correctly. The GA4 testing suite can be used for this purpose.
  4. Seek support from Google: Google offers various resources to aid in your GA4 migration journey. Take advantage of their documentation, tutorials, and support services to navigate any challenges you encounter.
  5. Seek help from an expert: To ensure a successful migration, it’s wise to consult with an expert who can guide you through the process and ensure everything is executed correctly. They can provide valuable insights, address your specific needs, and help you navigate any complexities that may arise during the migration.


While migrating to GA4 presents its challenges, embracing it is essential to leverage the new features and capabilities it offers.



Here’s a recap of everything we discussed so far about migrating from Universal Analytics to GA4: 

  1. Deadline: All businesses must be transitioned to GA4 by July 1, 2023. It is crucial to plan and initiate the migration process to ensure compliance with the deadline.
  2. Benefits of GA4: GA4 offers advanced features like machine learning, cross-platform tracking, and privacy-focused data collection, providing deeper insights into user behavior and enhancing your marketing campaigns.
  3. Challenges of migration: Migrating to GA4 may involve data loss, a learning curve for the new interface, compatibility issues with certain integrations, and potential downtime during the transition.
  4. Steps for migration:
    1. Create a new GA4 property.
    2. Map existing Universal Analytics data.
    3. Collect data with GA4.
    4. Analyze GA4 data.
    5. Implement changes based on insights.
  5. Overcoming challenges: Start planning the migration early, seek help from experts who can provide guidance, and make use of available resources, such as migration tools and support from Google.


In conclusion, migrating to GA4 before the upcoming July 1 deadline is crucial for businesses to embrace the advanced features, improved insights, and privacy-focused capabilities it offers. By making the transition, you can gain a comprehensive view of user journeys, leverage machine learning insights, and enhance your ad campaigns with targeted audiences. Remember that the migration process may come with challenges, but with early planning, expert guidance, and the support of available resources, you can navigate the transition successfully.

If you need assistance or have any questions, feel free to get in touch with our team of experts who are ready to help you make the most of GA4. Don’t wait any longer—seize the opportunity and unlock the full potential of GA4 for your business.


Schedule a call with us today!


About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

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