Understanding and extracting insights from the gigantic amount of data being generated today can be a complex challenge. In view of the need for increasingly assertive analyses, we say goodbye to Universal Analytics and welcome to Google Analytics 4 (or GA4).
With a certain date to come into force, on July 1, 2023, it is extremely important to know how to prepare to make the most of the new tool.
In this post, we will discuss what changes with the arrival of GA4 and how you can migrate your data from the previous version to the new one.
What you will see in this post:
The next step in data analysis
Leaving Universal Analytics Behind
Activate GA4's "Measurement ID"
Happy reading!
The next step in data analysis
One of the main Google Analytics 4 innovations is your ability to track events more comprehensively. While in the previous version the emphasis was mainly on pages visited, GA4 takes an event-centric approach, allowing companies to collect and analyze data on specific actions taken by users, such as clicks, video views, purchases and more.
This paradigm shift enables a deeper understanding of user engagement and the steps they take in their journeys.
Being able to predict trends, identify patterns and segment target audiences with greater precision, GA4 puts the power of data in the hands of marketers and analysts, allowing them to obtain meaningful and more easily measurable results.
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Leaving Universal Analytics Behind
As we've discussed previously, GA4 represents the next generation of Google's data analytics platform.
GA4 offers enhanced features over its previous version, such that these resources allow for a more detailed analysis and a deeper understanding of user behavior across different channels.
It is also worth noting that although Universal Analytics is still available and widely used, GA4 will replace it on July 1st of this year.
Therefore, all standard Universal Analytics data analysis properties will be broken. However, Universal Analytics 360 also has an extension until July 1, 2024.
Another reason why migrating to GA4 is so important is the growing concern about data privacy and changes in regulations, such as GDPR and CCPA.
GA4 is designed to meet these requirements as it offers features to handle data collection more transparently, such as consent control and data anonymization.
Therefore, migrating to the new platform will help ensure that your data analysis is compliant with current and future regulations.
In addition, advanced artificial intelligence and machine learning capabilities also make up GA4's new features. Something that will help companies identify trends, segment target audiences with greater precision and make more informed strategic decisions.
Finally, GA4 is also designed to handle data analysis on mobile apps in addition to websites. With the growing importance of mobile devices, moving to GA4 allows you to track and analyze user engagement across all your digital channels, providing a more complete and holistic view.
Migrating UA data to GA4
Migrating data from Universal Analytics to Google Analytics 4 (GA4) is an important process to take advantage of the advanced features and improvements offered by the new version.
While there is no direct method to automatically transfer data from a Universal Analytics account to GA4, you can follow a few steps to make the transition easier. Here are the main steps involved in the migration:
Create a new GA4 property
First, you need to create a new GA4 property in your Google Analytics account. This will allow you to start collecting and analyzing data using GA4 while keeping your Universal Analytics ownership intact.
Activate GA4's "Measurement ID"
After creating the GA4 property, you will receive a unique "Measurement ID". This ID will be needed to start collecting data in GA4. Make sure you enable "Measurement ID" and enter it correctly into your website or mobile app, replacing the Universal Analytics code.
Configure custom events
In GA4, custom events are key to tracking specific actions taken by users. Identify the custom ones you want to track in your GA4 property and configure them accordingly.
This can include actions, events such as button clicks, form completion, video viewing, conversions, and other relevant actions.
Set goals and conversions
Reset your goals and conversions in GA4. Although Universal Analytics goals don't transfer directly to GA4, you can set conversion goals and events in GA4 using the available features.
This will help you track and measure the performance of actions that are important to the success of your business.
Keep both properties running simultaneously
During migration, it is recommended that you keep your Universal Analytics property running in parallel with your GA4 property. This will ensure you don't lose important data and allow for a side-by-side comparison between the two versions.
This data overlay will be especially useful during the transition phase.
Explore GA4 features
As you collect data in GA4, explore the advanced features offered by the platform.
This includes advanced user segmentation, funnel analysis sales and conversion capabilities, machine learning capabilities, and more. Familiarize yourself with the new interface and make the most of the available features to gain valuable insights.
While migrating from Universal Analytics to GA4 may require some effort and time, it provides the opportunity to take advantage of the new version's enhanced and advanced features.
Be sure to carefully plan the transition, test and verify the data, and if necessary, consult the documentation and resources provided by Google for detailed guidance during the migration process.
Summary: Migrating your Universal Analytics data to Google Analytics 4 provides a more advanced and comprehensive platform for data analysis. With enhanced features, mobile app support, and automated insights, GA4 enables a deeper understanding of user behavior and helps you make more informed, strategic decisions.
Knowing all the advantages that come with Google Analytics 4, it's time for you to migrate your business's data. But if the process seems too complex, get in touch with us and count on the help of our experts.
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