Why and how to migrate to Google Analytics 4 / Not a simple upgrade

After months in the beta phase (Google Analytics Web + App), Google has officially launched Google Analytics 4.

This new version replaces Universal Analytics, and now becomes the “default” version for any creation of new properties. Therefore, a real revolution is taking place: Google Analytics is already tracking more than 20,000 million websites and applications.

Why migrate to Google Analytics 4 now?

The new Google Analytics 4 properties will replace van Universal Analytics on July 1st, 2023, and data cannot be migrated, so you need to generate a new history as soon as possible.


Analytics, as we know it, will disappear.


But in addition, GA4 offers a new omnichannel perspective, showing us a complete vision of the customer journey through different sites and applications. This new data model, based on events and conversions, resolves historical issues, liked sampling and more recent ones, such as the removal of cookies.

Why do you need to migrate your analysis to Google Analytics 4?

  • Because Universal Analytics will disappear: on July 1st, 2023, Universal Analytics will stop processing hits.
  • Because the data structure differs greatly from Universal Analytics and as the information cannot be migrated; we need to start a new data history as soon as possible.
  • Because the Universal Analytics data will only be available for a limited time: you have to decide how to store and process the data to preserve your history.
  • Because there will no longer be sampling or a limit to the data collected.
  • Because it will collect far more metrics automatically without the need for advanced implementation.
  • Because it offers new machine learning functionalities which allow the prediction of user action and improves business results.
  • Because it has an improved analysis center with new visualizations, more orientated to marketing, which allows for a more intuitive consumption of information.

How to migrate to GA4

Migrating to Google Analytics 4 is not an easy task, you don’t just press an update button and it’s done.

The following information is only a general overview of what needs to be done

Within your Universal Analytics, you need to configure your new GA4 property which is done by entering the Manage section and selecting the “GA4 Setup Wizard” option which can be found in all current Google Analytics properties.

Once you have configured the new property, you need to install the new GA4 tracking code within your webpage which you can do quickly by using your current Google Tag Manager container.

With your new data gathering property (history generation), you need to finish the initial platform configuration, which is done by activating the improved measurement of events, integrating new data streams (App + Web) in your property (Centralization) and connecting the complementary tools for your business, such as Google Ads, Google Search Console, BigQuery, etc.

Once the initial configuration is finished, it is time to configure customized events, those which capture valuable user actions which are executed within the website or mobile application, and the eCommerce events to measure your business’ data transactions and the behavior throughout the conversion funnel, to obtain in this way, a far more complete view of our clients’ customer journey.

Finally, you have to perform the respective validations for all for the implemented events within the Google Analytics 4 property and start training on the correct use of the platform which integrates very different functionalities to your Universal version such as the center of analysis within the tool which allows the configuration of reports and reflects the most important KPIs for the business, therefore, training for the current management has become essential.

Do you want an effective, specialized configuration or do you need to train your team?

Don’t hesitate to contact us.