Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) using Google Tag Manager


Google Analytics 4 (GA4) is the latest version of Google Analytics, which is a web analytics service offered by Google that tracks and reports website traffic. It is a powerful tool that allows you to understand how users interact with your website, including what pages they visit, how long they stay on your site, and what actions they take.

Unlike Universal Analytics (UA), GA4 is built on a new data model that focuses on user-centric and event-based data collection, providing a more accurate and complete picture of user behavior. It also has a new set of features and functionalities such as:

  • Automatic and enhanced tracking capabilities: GA4 automatically collects data on user interactions such as clicks, scrolls, and form submissions, without the need for custom code.
  • Improved cross-device and cross-platform tracking: GA4 allows you to track users across different devices and platforms, giving you a more holistic view of user behavior.
  • Machine learning-based insights: GA4 uses machine learning to provide insights and predictions about user behavior, such as which users are likely to convert or churn.
  • Built-in privacy controls: GA4 includes built-in privacy controls that allow you to manage user data in compliance with regulations such as GDPR and CCPA.

GA4 also provides new features such as conversion measurement, audiences, and enhanced data governance and data management capabilities.

Overall, Google Analytics 4 provides a more advanced and powerful analytics tool that can help you to gain deeper insights into user behavior, improve your website’s performance, and drive better business results.

Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) involves several steps:

  1. Create a new GA4 property in your Google Analytics account.
  2. Set up GA4 tracking on your website. This will typically involve adding a new tracking code to your website’s pages.
  3. Configure your GA4 property settings and data streams. This will include setting up event tracking, creating custom dimensions and metrics, and configuring data governance settings.
  4. Import historical data from your UA property into your GA4 property. This can be done using the GA4 import feature.
  5. Update any third-party tools or integrations that you use to work with your GA data, such as Google Tag Manager, Data Studio, or BigQuery.
  6. Test and verify that your GA4 tracking is working correctly by reviewing the data in the GA4 reports and comparing it to your UA data.
  7. Once you are satisfied that your GA4 tracking is working correctly, you can then disable your UA tracking.

It’s important to note that migrating from UA to GA4 can be a complex process and may require technical expertise. Therefore, it’s recommended to have a developer or technical SEO expert to help you with this process. Also, It’s important to have a plan for testing and validation before, during and after the migration.

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