GA4 Migration Services
The current version of Google Analytics, called Universal Analytics, will undergo an update to better comply with the terms of the GDPR. Indeed, it is not in accordance with the rules of protection of personal data. The GA4 will completely replace Universal Analytics in 2023, in the meantime, we will have to switch to the new version. So, read this article to know why GA4 migration is important.
What Is GA4 Migration?
Google Analytics 4 is the most recent version of Google Analytics, the web analytics tool, which enables cross-device tracking, i.e. unified application and website analysis.
While companies can continue their current tracking, for the time being, Google has stated that 360 Universal Analytics sites will stop collecting new data on October 1, 2023, and all regular Universal Analytics properties will stop collecting new data on July 1, 2023.
This means that after this date, no additional data will be processed and saved in the Universal Analytics properties, but you will still have a minimum of six months to access your previously processed data in Universal Analytics. (thereby viewing your historical data).
But at a time when we all ask ourselves the question of migration, we must first understand what GA4 is and what it is not.
GA4 is not an update of GA3, but a whole new way to track users on the web and on applications. Additionally, according to Google, the tool automatically enriches the data with their machine learning expertise to predict future user behavior.
Predictive metrics will learn more about customers, by collecting structured event data. The transfer of data between the two types of properties will therefore not be possible.
GA4 completely changes Google’s tracking process. GA3 was built for another generation of online traffic measurement, rooted in the web, viewed on the desktop, and with more easily quantifiable data from cookies.
When creating a Google Analytics 4 property, businesses will be able to track certain events by simply enabling them in the settings. This is ideal for companies with limited tracking configuration resources who will be able to get detailed event reports configured at the click of a button in the GA settings.
The new rules regarding the processing of personal data have been taken into account by Google Analytics 4, which differs from its predecessor in that it works on all platforms and does not rely on cookies, precisely because of this use of an event-based model. And for the added bonus of keeping it on the safe side of the force (aka privacy regulations), it doesn’t store IP addresses either.
Data Collection:
Data collection models from websites and applications (in cross-device tracking mode), with the aim of providing a better understanding of the customer journey through a unified analysis of the different channels. In doing so, it becomes possible to track the custom event parameters on various platforms.
The exploitation of data is based on the events carried out, whereas Universal Analytics is based on sessions and on users. The events integrate all the desired variables, under a single banner.
What’s New In Google Analytics 4?
Below are the new features and improvements in Google Analytics 4
Data
Collection:
Data collection models from websites and applications (in cross-device tracking mode), with the aim of providing a better understanding of the customer journey through a unified…
Inclusion of Privacy Settings:
Inclusion of privacy settings that take into account legal needs in terms of data protection: measures without cookies or identifiers, and future integration of behavior modeling when the…
Implementation of Interface
Implementation of an interface better suited to user needs, for an optimal experience: more views and segments for fewer reports, a more intuitive interface, reports focused on the customer life, etc.
Access To
Raw Data:
So this is great news for large websites. But for most small businesses, it makes no difference. What would you do with a massive dump of raw data anyway? So it’s nice that Google makes…
Inclusion of Privacy Settings:
Inclusion of privacy settings that take into account legal needs in terms of data protection: measures without cookies or identifiers, and future integration of behavior modeling when the data is incomplete. These predictive features will be made possible by the use of machine learning. In addition, Google Analytics 4 offers to anonymize IP addresses for better control of user data.
Direct integration with multimedia platforms to facilitate actions performed from a website or application, including Google Ads, for optimized campaign performance and higher ROI.
Access To Raw Data:
So this is great news for large websites. But for most small businesses, it makes no difference. What would you do with a massive dump of raw data anyway? So it’s nice that Google makes something available for free that you previously had to pay for, but that’s a good thing to know, as opposed to jumping at the chance.
Improved Metrics:
Before in Google Analytics, we had to set goals, events, alerts, etc. to find out if something interesting happened – clicks on external links, and PDF downloads.
Now Google Analytics 4 will use no-code tracking to alert us when these things happen. HOT. My job just got easier! What worries me is being inundated with extraneous information that doesn’t matter. But I’m glad we don’t have to set up a breakdown system every time we want to track all 30 sellers’ email addresses as external link click events.
GA4 reports include sessions engaged, sessions engaged per user, engagement rate, and time engaged.
Automated Insights:
One of the challenges of Google Analytics is that you need a human who knows what they’re looking at to alert you when something strange is happening, such as massive traffic spikes or drops. Through automated insights, GA4 will use Google’s machine learning and AI (yes, artificial intelligence) to provide insight into – and even predict important events such as high churn and customer clustering.
Enhanced Data Deletion:
The Google Analytics account was tracking data it really shouldn’t have. Having data deleted before was a real nightmare. Apparently, it’s been made much easier now. I just hope unscrupulous agencies don’t use this feature to suppress data that shows they got it wrong or didn’t do what they were supposed to.
Google said that in the future it will work with or without cookies or identifiers so you can learn more about your customers, even if your data is incomplete. There are obviously privacy concerns, but there is currently nothing to address the problem of data being blocked by cookies.
Tracking Cross Domains:
This is also very interesting. Cross-domain tracking is very useful when you need to track a user across different domains. A good example is hotels and lodges that use a third-party booking engine. By tagging both domains, you can track the user from the website to the booking engine and record the reservations made. This feature is now much easier to configure than before.
Google Analytics provides businesses with a comprehensive view of user activity on any tracked app/site. GA4 will be much better at splitting users across devices than UA and it will give a much more accurate user count.
Improved
Metrices:
Before in Google Analytics, we had to set goals, events, alerts, etc. to find out if something interesting happened – clicks on external links, and PDF downloads…
Automated
Insights:
One of the challenges of Google Analytics is that you need a human who knows what they’re looking at to alert you when something strange is happening, such…
Enhanced Data Deletion:
The Google Analytics account was tracking data it really shouldn’t have. Having data deleted before was a real nightmare. Apparently, it’s been made much easier now…
Tracking Cross Domains:
This is also very interesting. Cross-domain tracking is very useful when you need to track a user across different domains. A good example is hotels and lodges…
Reports:
The number and type of reports have dropped dramatically. Want to know how many users visit the website on a Wednesday from Chile using a smartphone?…
Integration:
For now, the only products that GA4 integrates with are Google Ads and Google Big Query (for raw data). Even Search Console and 360 Ads are not integrated yet.
Automated Event Tracking:
Businesses will be able to track certain events by simply enabling them in the settings when creating a Google Analytics 4 property….
Personalized Follow-up of Events:
GA4 provides a range of automated events, suggested events to adhere to as common across all businesses…
Reports:
The number and type of reports have dropped dramatically. Want to know how many users visit the website on a Wednesday from Chile using a smartphone? It used to be easy, but now you need someone who knows Google DataStudio to create the reports you need, and it’s much harder to pull insights on the fly.
Automated Event Tracking:
Businesses will be able to track certain events by simply enabling them in the settings when creating a Google Analytics 4 property. Companies with modest tracking configuration resources would benefit the most from this because they may quickly configure extensive event reports in the GA settings.
Personalized Follow-up of Events:
GA4 provides a range of automated events, suggested events to adhere to as common across all businesses (buy, signup, etc.), and custom events for anything lacking, with the option to design your own system of settings of events. Companies now have a new way to monitor the activities and KPIs that are important to them.
Why Plan A Migration To Google Analytics 4?
The current version of Google Analytics will stop processing data from July 1, 2023. So why prepare early? For a simple reason: in the field of data analysis, one must rely on a sufficiently long period to allow comparative examinations with a previous period, the preference going to the Year-Over-Year analysis, to one year to the next.
This means that, ideally, you should have a history covering a full year. A long preparation phase also ensures that adoption is as natural as possible internally.
In other words, it is necessary to implement Google Analytics 4 as soon as possible, starting to feed a GA4 property (with a configured tracking device). During this time, the feeding of Universal Analytics properties can (and must) continue in order to authorize temporal analyzes, the history of the new version of the tool being for the moment very limited.
Passing Session
To User
With GA4, we are moving from a “session-centric” vision to a “user-centric” vision, i.e. audience analysis is no longer simply done at the session level (and therefore of the visit) but at the level of the user…
A Multiple
Data Stream
One of the major differences between Universal Analytics and GA4 is the introduction of so-called “data streams”, meaning multiple data streams. Indeed, unlike Universal Analytics, GA4 is able to manage multiple…
Advanced And Automated Measurement Of Events
By default, Universal Analytics does not offer event tracking to “go further” in the analysis of its audience. To do this, until now, you had to create objectives within a limit of 20 objectives per view or create your own events through…
Passing Session To User
With GA4, we are moving from a “session-centric” vision to a “user-centric” vision, i.e. audience analysis is no longer simply done at the session level (and therefore of the visit) but at the level of the user. A way to take into account cross-device users who were then counted double when they browsed your site sometimes from their computer, sometimes via their mobile.
A welcome (r)evolution at a time when multi-device use has become the norm! A technological advance that we owe to the management of multiple flows.
A Multiple Data Stream
One of the major differences between Universal Analytics and GA4 is the introduction of so-called “data streams”, meaning multiple data streams.
Indeed, unlike Universal Analytics, GA4 is able to manage multiple data streams from different sites (Google Tag Manager) or web applications (Firebase) within the same property.
Data flows are then considered as data sources and allow the centralization of data in a single property. A step forward that allows you to harmonize the tracking and monitoring of events on all your platforms.
Advanced And Automated Measurement Of Events
By default, Universal Analytics does not offer event tracking to “go further” in the analysis of its audience. To do this, until now, you had to create objectives within a limit of 20 objectives per view or create your own events through Google Tag Manager (GTM).
With GA4 it is ancient history! The event-based data model instead of the session implies the default availability of the main user behavioral events (click, page view, scroll, viewing, etc.). In other words, no need to add code to access it. Default events that you can transform into a conversion goal as you wish.
To clearly understand the difference, the events created in UA are defined by a category, an action, and a label, and the event is the type of call. In GA4, all calls are events.
And if the default events of GA4 are not enough for you, it is of course possible to create your own events. We will talk here about personalized events, as opposed to automatic events tracked by default.
The End Of
The Bounce Rate
The bounce rate or bounce rate corresponds to the percentage of visitors who leave your site from the first page. The bounce rate takes into account sessions that arrive on a page without interacting with it, that is, without visiting another page or clicking on a link…
Rationalization
Of Dashboards
The user logic of GA4 is also reflected in the dashboards offered. Less numerous than on Universal Analytics, GA4 reports focus on the user lifecycle throughout their journey, from their arrival on the site to their exit. A streamlined approach that emphasizes…
The End Of The Bounce Rate
The bounce rate or bounce rate corresponds to the percentage of visitors who leave your site from the first page. The bounce rate takes into account sessions that arrive on a page without interacting with it, that is, without visiting another page or clicking on a link.
The analysis of the bounce rate must be adapted to the site that is studied. Indeed, an e-commerce site with a bounce rate of more than 50% must encourage its owner to carry out a UX (User eXperience) or CRO (conversion rate optimization) audit to detect obstacles to conversion.
Conversely, some sites such as directories or blogs have a natural tendency to have a high bounce rate because they offer an answer to the user’s question from the first page. In this case, it is important to take into account the time spent on the page.
GA4 puts an end to the bounce rate controversy by replacing it with a “user-centric” metric: the engagement rate. We are therefore now talking about engagement sessions, percentage of engagement, time of engagement, or even sessions engaged per user.
Rationalization Of Dashboards
The user logic of GA4 is also reflected in the dashboards offered. Less numerous than on Universal Analytics, GA4 reports focus on the user lifecycle throughout their journey, from their arrival on the site to their exit.
A streamlined approach that emphasizes conversion, engagement, and customer loyalty.
Another important point, GA4 no longer offers custom reports. If you want to create your own dashboards, we advise you to opt for the Google Data Studio solution.
Preparing For Your GA4 Migration:
First of all, you should know that you cannot transfer your data from a Universal Analytics property to Google Analytics 4. Your traffic data will start to be collected in your new google analytics property as soon as you install the GA4 beacon on your website.
You will still be able to access your historical data in Universal Analytics for at least six months. You also have the option of exporting the history of your reports during this period so that you can store them elsewhere. Google strongly encourages you to do so.
The very first step is to create the GA4 property from your Analytics account and then install the tracking code on your website via the method of your choice (Google Tag Manager, in the site code, or via a plugin in your CMS).
This will already allow you to collect the “raw” data on this new property. However, for conversions, events, and eCommerce tracking, you will be required to perform a full migration.
Make An Inventory Of The Current Tracking
Before launching headlong into the implementation of your new tracking, we advise you to create a document that lists all the…
Respect The Naming Instructions
Understanding how to assign event names and associated parameters is key to a successful transition to GA4. To do this…
Centralize All Tracking:
One of the major benefits of GA4 is its ability to manage and centralize data from several platforms such as websites and mobile…
Maintain Double Tracking:
Although the launch of Google Analytics 4 implies the end of the updates of Google Analytics 3 (UA property), we advise you to …
Make An Inventory Of The Current Tracking
Before launching headlong into the implementation of your new tracking, we advise you to create a document that lists all the data currently tracked. This will allow you to have a precise mapping and inventory of your properties, detect potential tracking opportunities, and start structuring your future data flow.
Respect The Naming Instructions
Understanding how to assign event names and associated parameters is key to a successful transition to GA4. To do this, it is important to respect Google’s guidelines for naming events, namely, the use of lowercase letters and underscores instead of spaces. Also, remember to use a descriptive name such as “registration_success” or “email_signup”.
Centralize All Tracking:
One of the major benefits of GA4 is its ability to manage and centralize data from several platforms such as websites and mobile applications (thanks to the famous data streams!). If you have a mobile application, it is therefore essential to plan for its integration into your migration plan.
To do this, you just need to send your Firebase data to GA4! Indeed, both platforms use the same data model which saves us valuable time.
Maintain Double Tracking:
Although the launch of Google Analytics 4 implies the end of the updates of Google Analytics 3 (UA property), we advise you to keep a double tracking time to familiarize yourself with this new tool (new functionalities should quickly appear) and compare the data of your two trackings to detect potential gaps and adjust your GA4 tracking.
What Are The Steps For Migrating A Universal Analytics Property To Google Analytics 4 (GA4)?
Migrating to Google Analytics 4 involves adding a new property on GA4 to the existing Universal Analytics property, which continues to collect data unchanged (until GA3 is terminated). It is possible, from there, to access both properties from the “property selector”. See below the steps of GA4 migration.
1.
Define The Analytics Account Structure:
Depending on your organization, a different account structure may be applied to separate properties. This step is more or less long depending on the size of the company. The number of branches and/or websites impacts the structure of the account.
2.
Creation Of The Google Analytics Property 4:
To migrate to GA4, you must create a new GA4 property. This phase is important because your GA4 property will only start tracking traffic data from the moment you create and transfer it. To perform this operation, you must first access the “Administration” section.
In the “Property” column, select the GA3 property that is currently collecting data, then click “GA4 Setup Wizard”. To launch the configuration wizard, all you have to do is click on “Start”.
3.
Placing Tags On Your Pages:
The implementation of monitoring scripts allows you to trace your first data in Google Analytics 4. Depending on the type of site or application, the installation must be adapted accordingly.
4.
Configuring Google Signals:
Essential for successful remarketing Google Ads campaigns.
5.
Link Your Google Ads Accounts:
After this step, you will be able to start seeing your Gads data in GA4.
6.
Map Your Custom Events From UA to GA4:
Keep a clear view of your online users’ interactions with your pages.
7.
Migration of Lenses and Conversions to GA4:
Keep your performance reports on important actions in your digital ecosystem.
8.
Validation Of Conversions Reported In GA4 And Import Into GADs:
This step makes it possible to validate the conversions that go back to GA4 and to use data on audiences in Gads during the campaign.
9.
Audience Migration:
By moving audiences from a Universal Analytics property to a Google Analytics 4 property, you can identify the same user groups based on your Google Analytics 4 data and export them to your Google Ads account to run the same campaigns as before.
10.
E-Commerce Configuration:
GA4 e-commerce configuration to find the important statistics of your online store and manage your activities efficiently.
Migration from GA4: What To Remember
- Migrating to GA4 is not a task to be taken lightly. It takes time and upsets our habits toward Analytics. We must therefore prepare for tomorrow by starting its configuration today.
- To anticipate the shutdown of Universal Analytics and have history, start by installing the general configuration tag of GA4 on your site. This will allow you to have the basic data concerning acquisition, behavior, and audience.
- Take advantage of this migration to strengthen your tagging plan and put it to music in Analytics. With the right configurations, you quickly arrive at a personalized Analytics platform.
- Adjust your comfort and strengthen your analysis by setting up the reports necessary for the proper monitoring of your activity.
Conclusion
In conclusion, starting the transition now means you’ll be ready to successfully transition to GA4 with plenty of historical data to help you start your analytics. The GA4 logic places user engagement at the heart of audience analysis to better identify users, reduce the bias of multi-device use and offer recommendations based on more reliable conversion objectives. So if you are still wondering if it is necessary to migrate your tracking to GA4, the answer is yes! But some precautionary rules must be respected so that this passage takes place without a hitch.
FAQ
Q. Is it time to switch to Google Analytics 4?
Yes. Although it isn’t yet time to build complete GA4 reports, it is now the right time to set up your GA4 property so that it can begin collecting data in addition to your current Google Analytics web domains. When UA stops monitoring web visitors in July 2023, this will aid in a smooth handover.
Q. How much does a migration to GA4 cost?
It’s hard to answer because the price is set based on the time it takes to do the migration and make sure all the data is accurate and complete. A showcase site of a few pages does not require the same resources as an e-commerce site targeting several countries in the world!
You also have to consider the configuration of your Google Analytics property and that of Google Tag Manager, depending on the number of tags, beacons, etc. it will take more or less time. Ultimately, a discovery audit is mandatory to establish a costing.
Q. What happens if I don't configure GA4 on my website?
Nothing yet. You can continue to use Universal Analytics, however as Google has indicated, this version of Analytics will stop processing new data calls from July 1, 2023. Google Analytics 360 users will have an additional time until October 2023.
It will also be possible to access the history of your Google Analytics Universal (GA3) account for a certain period of time, this still unknown period will be communicated soon by Google on its Web Search Central blog and via a banner in the Google Analytics interface.
Q. How long does a migration to GA4 take?
The duration will depend on the complexity of the ecosystem of your data monitoring. Note that it is necessary to make several checks after the migration to ensure proper operation.
In general, we process the technical part in less than a week and a follow-up over 1 to 2 months is carried out to guarantee a successful migration and meet new tracking and reporting needs.
Q. Will I lose my Universal Analytics account history after migrating to GA4?
No, the two properties can coexist and it is not necessary to delete its Universal Analytics property after the migration. Data export is possible in different formats in order to preserve its history.