The Future of Analytics: GA4 Migration

Migrating To GA4

Moving over to new software or platform can be tough, but in this instance, it’s surprisingly easy. Google took the liberty of setting up a GA4 property for every UA account back in March (unless you opted out). This means you already have a basic GA4 setup, although it might not have all the data you’re accustomed to seeing in your UA reports.

But don’t worry – To seamlessly transition to GA4, you’ll need to complete the following 5 steps. So let’s walk through the steps and make your GA4 migration happen:

Step 1: Create a New GA4 Property

1. First things first, log in to your Google Analytics account.

2. Head to the Admin section – it’s where the magic happens.

3. Under the Property column, click on “Create Property.”

4. Choose “Web” or “Apps” based on your tracking needs.

5. Fill in the details for your new GA4 property – name it, set the time zone, and choose your currency. Congratulations, you’ve set up a GA4 property

Step 2: Set Up Data Streams

1. Within your GA4 property, navigate to the Data Streams section.

2. Click on “Add Stream” and select your data source – whether it’s a website or mobile app.

3. Follow the instructions to integrate the GA4 tracking code or utilise the power of Google Tag Manager for a streamlined setup.

4. To ensure everything is working smoothly, check the Real-Time reports – you should see your data flowing in.

Step 3: Configure your GA4 Settings

Let’s fine-tune your GA4 settings to get the most out of this new analytics world.

1. Enable Google Signals – this is required for the Demographics report.

2. Extend your data retention from a mere 2 months to a more generous 14 months.

3. To filter out internal traffic, add the relevant IP addresses by going to Data Streams > Configure tag settings > Define internal traffic. Activate the traffic filters.

Step 4: Set Up Events and Conversions

Let’s unleash the power of events and conversions in GA4!

1. Head to the Enhanced Measurement section in your Admin > Data Streams. Enable standard events by turning them all on (except “Form Interactions” which has a bit of a glitch). Once enabled, you’ll start seeing your events in the Events section of your GA4 property. Just keep in mind that if you’ve created a new property, it may take up to 24-48 hours for the data to show up.

2. To track an event as a conversion, simply mark it as a conversion in the list of events. Alternatively, you can create a new Conversion event by clicking on “New conversion event” in the Conversions section. This will also appear in the Events section, clearly marked as a conversion. Remember, for this to work, the conversion name must be identical to the event name.

3. For additional data associated with events, like product IDs, phone numbers, or form types, leverage parameters – these are not default, but they can capture valuable information.

Step 5: Adjust Your Reporting and Dashboards

Now that you’ve got data flowing into GA4, it’s time to make sense of it all.

Head to the Reporting section within your GA4 property.

1. Customise your reports by selecting the metrics, dimensions, and filters that matter most to your business goals. If you’re up for a challenge, the Explore section allows you to create more intricate reports (note: standard aggregated reports allow only two dimensions).

2. Create custom dashboards to visualise your data and monitor key performance indicators – it’s your data playground, so make it yours!

3. Export and share reports with relevant stakeholders using the data export and sharing options.

Export Your Historical Data

Before saying goodbye to your UA, make sure to export your historical data. While you’ll still have access to your UA reports until 1st July 2024, it’s better to be safe than sorry. Avoid any potential headaches by exporting your data now.

Customising GA4

GA4 is your customisable space. Unlike UA, the GA4 migration brings an unparalleled level of flexibility. With the ability to customise events and parameters, you can tailor reports and dashboards to highlight the metrics and dimensions that truly impact your business.

In conclusion, GA4 migration is a necessary step to embrace the future of analytics. By following the steps outlined above, you can seamlessly transition to GA4 and unlock its advanced features and customisation options. Don’t let the goodbye to Universal Analytics be a farewell to progress. Embrace GA4 and leverage its power to drive data-driven success in your digital endeavours.