Google Analytics 4 Migration: What You Need to Do Now

Google Analytics 4 (GA4) is here to stay. If you haven't made the switch yet, you're running out of time. The old Universal Analytics stopped working on July 1, 2023. This means your website data collection has likely stopped.

Don't panic. This guide will help you get GA4 up and running. We'll walk through each step in simple terms. By the end, you'll have a working analytics setup that tracks your visitors properly.

Why Google Made This Change

Google built GA4 to handle today's web better. People use phones, tablets, and computers to visit websites. They switch between devices all the time. GA4 tracks users across all these devices.

The old system couldn't do this well. It was built for a simpler web where people mostly used desktop computers. GA4 also works better with privacy laws like GDPR.

What's Different About GA4

GA4 looks and works differently than the old version. Here are the main changes:

Event-Based Tracking

Everything in GA4 is an event. Page views are events. Button clicks are events. Video plays are events. This makes tracking more flexible but takes time to learn.

New Interface

The dashboard looks completely different. Reports are in new places. Some old reports don't exist anymore. You'll need to learn where everything is.

Better Privacy Controls

GA4 doesn't store IP addresses by default. It has better cookie controls. This helps you follow privacy laws in different countries.

Step 1: Set Up Your GA4 Property

First, you need to create a new GA4 property. Here's how:

1. Go to analytics.google.com
2. Click "Admin" in the bottom left corner
3. Click "Create Property" in the middle column
4. Fill in your website name and URL
5. Choose your business category and size
6. Select your data sharing preferences
7. Click "Create"

Google will create your new property. You'll get a new tracking ID that starts with "G-" instead of "UA-".

Step 2: Install the Tracking Code

Now you need to add GA4 tracking to your website. There are several ways to do this:

Using Google Tag Manager (Recommended)

Google Tag Manager makes it easy to add tracking codes. If you already use it, add your new GA4 tag. If not, consider setting it up. It will save you time later.

Direct Installation

You can add the GA4 code directly to your website. Copy the tracking code from GA4 and paste it into your website's header. This goes before the closing </head> tag on every page.

WordPress Plugin

WordPress users can install GA4 using plugins. Popular options include MonsterInsights and GA Google Analytics. These plugins handle the code installation for you.

Step 3: Configure Basic Settings

After installation, set up these important features:

Enhanced Measurement

Turn on enhanced measurement in GA4. This automatically tracks common events like:

• Page scrolling
• Outbound link clicks
• Site searches
• Video engagement
• File downloads

Find this setting under Admin > Data Streams > Your Website Stream.

Conversion Goals

Set up conversion tracking for important actions. This might include:

• Contact form submissions
• Newsletter signups
• Product purchases
• Phone number clicks

Go to Admin > Events > Conversions to set these up.

Step 4: Connect Google Ads

If you run Google Ads, link it to GA4. This helps you track which ads bring the best visitors. It also improves your ad targeting.

Go to Admin > Product Links > Google Ads Links. Follow the steps to connect your accounts.

Step 5: Set Up Audiences

Create audiences for different types of visitors. You might want audiences for:

• New visitors
• Returning customers
• People who visited specific pages
• Users from certain countries

Find this under Configure > Audiences in GA4.

Common Migration Mistakes to Avoid

Not Testing Your Setup

Always test your GA4 installation. Visit your website and check if data appears in GA4. It can take up to 24 hours for data to show up.

Forgetting About Historical Data

GA4 can't import your old Universal Analytics data. Export important reports before you lose access to the old system.

Not Training Your Team

GA4 works differently than the old version. Make sure everyone who uses analytics knows how to find reports in the new system.

What Happens to Your Old Data

Universal Analytics data will be available for a limited time. Google hasn't said exactly when they'll delete it. Export important reports now while you still can.

Focus on downloading:

• Historical traffic trends
• Top performing content
• Conversion data
• Audience insights

Learning GA4: Where to Start

GA4 has a learning curve. Here are the best ways to get up to speed:

Google's Free Courses

Google offers free GA4 training through Google Analytics Academy. These courses cover the basics and advanced features.

YouTube Tutorials

Many experts create GA4 tutorials on YouTube. Look for recent videos since GA4 updates frequently.

Practice with Real Data

The best way to learn is by using GA4 with your own website data. Spend time exploring the interface and trying different reports.

Advanced Features Worth Exploring

Once you master the basics, these GA4 features can provide deeper insights:

Explorations

Create custom reports that answer specific questions about your website performance.

Attribution Modeling

Understand how different marketing channels work together to drive conversions.

Predictive Metrics

GA4 uses machine learning to predict which users are likely to convert or churn.

Staying Compliant with Privacy Laws

GA4 has better privacy controls than the old system. But you still need to:

• Update your privacy policy
• Set up cookie consent if required
• Configure data retention settings
• Enable IP anonymization if needed

Check the privacy laws in your country and regions where you have visitors.

Next Steps After Migration

Your GA4 migration isn't a one-time task. Plan to:

• Monitor data quality regularly
• Update tracking as your website changes
• Train new team members on GA4
• Review and update conversion goals quarterly

Getting Help When You Need It

If you get stuck during migration, several resources can help:

• Google Analytics Help Center
• GA4 community forums
• Professional analytics consultants
• Your web developer or agency

Don't struggle alone. Getting professional help can save you time and ensure your setup is correct.

Conclusion

Moving to GA4 might seem overwhelming, but it's necessary. The new system offers better tracking and privacy controls. It's built for today's multi-device world.

Start with the basic setup steps outlined above. Get comfortable with the interface. Then explore advanced features as you learn more.

Remember, millions of websites have already made this transition. With patience and the right approach, you can too. Your website analytics will be better for it in the long run.