Google Analytics 4 (GA4) is the new version of Google’s web analytics platform that replaces Universal Analytics (UA). GA4 introduces a new way of measuring and reporting website and app data, with a focus on user-centric insights, cross-platform analysis, and privacy compliance.

If you are a digital marketer or an agency that provides analytics services to your clients, you may be wondering how to explain to your clients about GA4 reporting migration and why they should make the switch. In this blog post, we will provide you with some tips and resources to help you communicate the benefits and challenges of GA4 reporting migration to your clients and guide them through the process.

Why Migrate to GA4?

GA4 is the future of Google Analytics. Starting from July 1, 2023 (July 1, 2024, for Analytics 360 properties), UA will no longer process data. If clients don’t migrate to GA4, they will lose access to their historical data and analytics reports. GA4 is the only version that will receive new features and updates. It provides comprehensive insights by tracking users across devices and platforms, offering advanced reporting capabilities like analysis hub, path analysis, funnel analysis, and segment overlap. Additionally, GA4 helps with privacy compliance by respecting user preferences and regulations like GDPR and CCPA, incorporating features such as consent mode, enhanced measurement, data deletion requests, and IP anonymization.

How to Migrate to GA4?

The next thing you need to explain your clients is how to migrate to GA4. The migration process involves several steps that require careful planning and execution. Here are the main steps:

1. Create GA4 property and data stream: Start by creating a new GA4 property for your website or app and set up a data stream to collect data. The setup assistant can guide you and provide new UA tags if needed.

 

2. Collect website and app data: Ensure that your website and app are correctly sending data to your GA4 property. Verify data collection using tools like Tag Assistant or Debug View.

 

3. Turn on Google signals: Enable Google signals for your GA4 property to collect additional data from signed-in Google users, including cross-device tracking, remarketing, demographics, and interests.

 

4. Set up conversions: Define conversions for your GA4 property, such as purchases or sign-ups. Import goals from UA or set up new conversions manually using the goals migration tool.

 

5. Add users: Grant access to users who can view or edit your GA4 data and settings. Migrate UA users to GA4 or add new users manually.

 

6. Link to Google Ads: Connect your GA4 property to your Google Ads account to import conversions and use GA4 audiences for bidding and remarketing campaigns. Migrate UA links to GA4 or create new ones manually.

 

7. Validate your conversions: Ensure that conversions are accurately tracked and imported into Google Ads. Use tools like Conversion Tracking Status or Conversion Reports in Google Ads to verify your data.

 

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What are the Challenges or Limitations of GA4?

The final thing you need to explain your clients is what are the challenges or limitations of GA4 and how to overcome them. Here are some of the common issues that you may encounter:

• GA4 data is not compatible with UA data – GA4 uses a different measurement model and data structure than UA, so you cannot compare or combine data from both versions. You will need to use separate reports and dashboards for each version and adjust your analysis accordingly.
• GA4 reports may be incomplete or different from UA reports – GA4 is still a new product evolving and improving over time. Some of the reports and features that you are used to in UA may not be available or may work differently in GA4. You will need to familiarize yourself with the new interface and functionality of GA4 and learn how to use the new tools and reports.
• GA4 requires more customization and configuration – GA4 gives you more flexibility and control over your data collection and analysis, but it also requires more customization and configuration on your part. You will need to set up your own events, parameters, conversions, audiences, and other settings to match your business needs and goals.

What’s the Difference Between Universal Analytics (UA) and GA4? And Which One Should You Use?

Universal Analytics

UA is the older version of Google Analytics. It’s been around for over a decade, and it’s the version that most businesses are currently using. UA tracks website traffic using a variety of metrics, including sessions, pageviews, bounce rate, and conversions.

Google Analytics 4

GA4 is the newer version of Google Analytics. It was released in 2020, and it’s designed to be more flexible and future-proof than UA. GA4 tracks website traffic using a different set of metrics, including events, user properties, and sessions.

Here is a table that summarizes the key differences between UA and GA4:

Feature	Universal Analytics	Google Analytics 4
Tracking methodology	Session-based	Event-based
Metrics	Sessions, pageviews, bounce rate, conversions	Events, user properties, sessions, bounce rate (With different definitions compared to UA)
Data model	360-degree view of the user	Event-based data model
Attribution modeling	Last-click attribution	Multi-touch attribution
Future-proof	Not as future-proof as GA4	More future-proof

Conclusion

GA4 reporting migration is a necessary and beneficial step for your clients who want to stay ahead of the curve and get the most out of Google Analytics. However, it is also a complex and challenging process that requires careful planning and execution. As a digital marketing agency, you can help your clients understand the benefits and challenges of GA4 reporting migration and guide them through the process with confidence.

GA4 Migration FAQs

Can you migrate your data to GA4?

Yes, you have the ability to migrate your data to GA4. By following the migration steps provided by Google, you can seamlessly transition your data and continue analyzing and optimizing your website or app performance with GA4.

What is the deadline for GA4 migration?

The deadline for GA4 migration is July 1, 2023, for most users. However, for Analytics 360 properties, the deadline is extended to July 1, 2024. It’s important to complete the migration before the respective deadline to avoid losing analytics reports. Migrating to GA4 ensures that you can continue benefiting from the latest features and updates provided by Google while maintaining continuity in tracking and analyzing your website or app’s performance.

Why is Google switching to GA4?

Google is switching to GA4 to provide a more advanced and comprehensive analytics solution. GA4 offers improved cross-device and cross-platform tracking, enabling a better understanding of user behavior and preferences. It also aligns with privacy regulations and offers enhanced data protection features. By switching to GA4, Google aims to provide marketers with more robust insights, better measurement capabilities, and the ability to adapt to evolving privacy standards. Additionally, GA4 is the version that will receive future updates and features from Google, making it the recommended choice for long-term analytics needs.

How long does Google Analytics 4 migration take?

The duration of the Google Analytics 4 migration process can vary depending on the complexity of your website or app and the amount of data to be migrated. Typically, the migration process can take a few hours to several days, considering the steps involved, such as creating a GA4 property, setting up data streams, updating tags or code, configuring conversions, and validating the data. It is recommended to allocate sufficient time for planning, execution, and testing to ensure a smooth and accurate migration of your data to Google Analytics 4.

What are the benefits of GA4 migration?

Migrating to GA4 offers several benefits for businesses. Firstly, GA4 provides more comprehensive insights by tracking users across devices and platforms, enabling a deeper understanding of user behavior and preferences. It also offers advanced reporting capabilities like analysis hub, path analysis, funnel analysis, and segment overlap. Secondly, GA4 helps businesses comply with privacy regulations by respecting user preferences and incorporating features like consent mode, enhanced measurement, data deletion requests, and IP anonymization. Lastly, GA4 is the version that will receive new features and updates from Google, ensuring businesses stay up-to-date with the latest advancements in analytics. Overall, GA4 migration empowers businesses with improved insights, privacy compliance, and access to future enhancements.

How to track e-commerce data in GA4?

To track e-commerce data in Google Analytics 4 (GA4), you need to set up events on your website or app that send information about how users shop, such as viewing products, adding them to the cart, making purchases, or getting refunds. Google Tag Manager (GTM) can assist you in configuring these events and transmitting them to your GA4 account.

Here are the main steps for setting up e-commerce tracking in GA4 using GTM:

1. Create a GA4 property and data stream for your website or app.

2. Add the GA4 configuration tag and GA4 event tag to your GTM container.

3. Configure e-commerce events in GTM using variables, triggers, and tags. You can use predefined e-commerce events or create custom events with specific details.

4. Confirm the proper collection of your data by using debug mode, real-time reports, or the analysis hub in GA4.

5. Analyze your e-commerce data in the monetization reports or custom reports available in GA4.

For more detailed instructions and examples on how to set up e-commerce tracking in GA4 using GTM, you can check out Google e-commerce documentation.

Why is GA4 important for e-commerce?

GA4 is important for e-commerce because it provides valuable insights and features that help businesses understand and optimize their online sales. With GA4, businesses can track and analyze customer behavior throughout the entire shopping journey, from product views to purchases and beyond. This data enables businesses to gain a deeper understanding of their customers, identify trends, and make data-driven decisions to improve their e-commerce strategies. GA4 also offers enhanced measurement capabilities, privacy compliance features, and the ability to receive future updates from Google, making it a valuable tool for businesses looking to drive growth and success in the e-commerce space.

Why is GA4 migration important?

GA4 migration is important because it allows businesses to leverage the advanced features and capabilities offered by Google Analytics 4. By migrating to GA4, businesses can access more comprehensive insights into user behavior, cross-device tracking, and advanced reporting functionalities. GA4 also aligns with privacy regulations and provides enhanced data protection features, ensuring businesses can comply with evolving privacy standards. Additionally, GA4 is the version that will receive future updates and support from Google, making it essential for staying up-to-date with the latest analytics advancements. Migrating to GA4 ensures that businesses can maximize their analytics capabilities, gain deeper insights, and make informed decisions to drive growth and success.

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