As of July 1, 2023, standard properties in Universal Analytics (UA) stopped processing data, while 360 properties with an active order have a one-time extension that allows them to continue for another year, until July 1, 2024. In other words , migrating to Google Analytics 4 (GA4) is a must . Let’s see everything that it entails and how you can solve all the problems you will have if you do not monitor the SEO positioning of your business .
Introduction to Migrating to Google Analytics 4
Google Analytics 4 is a tool that adapts to new forms of navigation, to the diversification of devices and, of course, to the demands and dynamics of today’s users. It therefore offers very valuable advantages over its predecessor, Universal Analytics:
- More accurate measurement and analysis of website and app data, as it is based on events (clicks, scrolls and conversions) rather than sessions and cookies. It also uses behavioural models.
- Greater ease of integration with other platforms.
- More efficient data protection and privacy ( cookie-free measurement ).
- More intuitive interface .
According to the developer, it is a tool “ designed for the future of measurement .” For those who want to optimize the performance of their strategies following the most up-to-date criteria, migrating to GA4 is almost a requirement.
Understanding Google Analytics: Key Concepts
Google Analytics was launched in 2005 , since then it has gained great popularity for its excellent performance.
What is Google Analytics and its benefits?
This is an analysis tool that is used to measure (through different metrics or KPIs ) the performance of content and a website in general. In this way, it makes it possible to improve the space and the digital marketing services that you are applying.
Metrics and data available in Google Analytics
The metrics and data available in Google Analytics are diverse. Below we highlight the most frequently consulted ones:
- Visits.
- Bounce rate.
- Visualizations.
- Percentage of pages per visit.
- Source of web traffic to know if your advertising campaigns are working or if they are organic visits.
- Interactions.
Knowing and monitoring them allows us to improve or correct actions to achieve the objectives of our Digital Marketing services
Detailed steps for Migrating from Universal Analytics to GA4
Generally speaking, migrating from UA to GA4 is a straightforward task . Here are the details:
Creating and Configuring a New Property in GA4
To create and configure a new property in Google Analytics 4 you must follow these steps:
- Go to Google Analytics and expand the “ Manage ” button. Then, you will have to tap on the “ Property ” column and from there select “ GA4 Setup Wizard ”.
- Press the “ Get started ” button, then “ Create property ”. Once this step is complete, you will see the “ Connected ” label, the property name and the ID . From this point on, the tool will start recording data.
- Then, you go to the “ Data Flow ” option, where you can measure flows from websites and iOS and Android applications.
- After selecting which flows to measure , you can click on any of them and a window will appear with details such as: flow name, measurement code, ID, events, Google tag, among others.
- Our recommendation is to then export the data collected in UA so far, in order to retain the reports and access them if necessary.
- Finally, update the tracking code on the website so that the data is recorded in GA4.
In case you need to create the property from scratch , you will not have any problems. You will be able to configure it from the beginning in GA4 following the natural process.
Tools and wizards to facilitate migration
The migration and management process is simple, but to make it more understandable, Google has made public some mechanisms :
Google Tag Manager
With Google Tag Manager you can control events and send data to GA4, using two tags: Google tag/GA4 event tag.
Migration Assistants, Official Documentation and Google Resources
Google’s migration assistants are very informative. On the official page you can find a migration guide for beginners , a GA4 configuration assistant and a clear explanation of how to migrate to Google Analytics 4 , among other resources that will surely be of great help to you.
Advanced Configuration and Customization in GA4
The more personalized your GA4 settings are and the more tailored to your business goals, the better the results of your marketing strategy will be . That’s why we recommend:
Setting up and customizing reports in GA4
In the ‘ Explore ‘ section you can configure and organize custom GA4 reports from scratch. This will allow you to choose the variables to evaluate and configure the tabs to structure the segments, dimensions or metrics that will appear in the report.
Optimizing GA4 for better insights
Google makes some recommendations to optimize GA4 performance, such as:
- Collect data in line with your business objectives.
- Customize both dimensions and metrics to track how users interact.
- Identify the references or external links that lead to your site and eliminate those you consider unwanted.
This will give you more accurate and useful data .
Advanced Features of Google Analytics 4
One of the most valued features of GA4 is its ability to integrate with other tools , to manage them all more comfortably and easily from a single site:
Setting up Google Signals and connecting Google Ads
By linking with Google Signals and Google Ads, you will obtain, on the one hand, more precise data about your customers, and on the other, you will increase the impact of your paid advertising campaigns .
BigQuery Integration for Data Analytics
Big Query integration allows for further analysis and data storage externally.
Practical tips for post-migration optimization
Among the practices that you can apply once you have completed the migration process, we highlight:
Extended data retention time and personalization
Define a long data retention period, which can be 14, 26, 38 or 50 months. You also have the option to not set an expiration date or to delete the data whenever you want.
Data use strategies for informed decisions
Google Analytics 4 has a high capacity to provide valuable data to define our marketing strategy and to make smart business decisions .
Conclusions: Getting the most out of GA4
It is now a fact that Google Analytics 4 has replaced Universal Analytics . This implies a series of updates that not only set the standard for using this tool, but also condition the way of analyzing the performance of web pages and applications in general. Therefore, adapting is a requirement for any brand or company that wants to enjoy the benefits of the digital ecosystem.
