Google is moving from Universal Analytics to GA4. From 1 July 2023 the free version of UA stopped collecting data.
Step 1 - create a GA4 property
New GA4 properties do not import historical data from UA. Google Tag Manager is the recommended implementation method.
Step 2 - create an element inventory
Catalogue your current tracking setup: events, goals, content groups, custom dimensions and audiences.
GA4 caps you at 30 conversions per property, whereas UA allowed up to 20 goals per view.
Step 3 - migrate elements
Events: GA4's automatic tracking replaces the manual UA setup.
Goals: All GA4 goals are event-based.
Audiences: Critical to build before UA tracking stops.
Step 4 - test
Verify that every tracking element works correctly.
Step 5 - GA4 as the source of truth
GA4 metrics differ substantially from UA, which makes year-over-year comparisons unreliable.
Step 6 - archive UA data
Google will delete historical UA data. Use the Google Analytics Sheets add-on to export data.
Jānis Kursītis
CEO, JKonsult
"If GA4 is not set up correctly, every advertising decision you make rests on missing data. It is like driving with a blocked windscreen."