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What You Need To Know Before Moving To Google Analytics 4


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Weekend Creative

Guide to migrating your analytics to GA4

If you’re a marketer or business owner, you’ve likely heard of Google Analytics. It’s the most widely used analytics platform on the web and provides businesses with valuable insights into their audiences and customers. Google Analytics 4 is a new version of the tool that was released in October 2020 with the promise of predictive insights, deeper integration with Google Ads and cross-device measurement capabilities.

The new interface is very easy to use, but you may be wondering what all the changes are. In this article, we’ll take a look at some of the most important features in GA4 and how they can help you make better decisions about your business.

Why did Google Analytics 4 come about?

Google Analytics 4, or GA4 for short, is a new version of Google Analytics. It’s designed to be more user friendly and intuitive than its predecessor. GA4 also aims to make it easier for marketers and other data-driven professionals to use the platform without having technical knowledge about how the software works.

The accuracy of GA4 is also improved over its predecessor: it takes into account more devices and browsers, which makes your data more accurate overall. Additionally, Google Analytics 4 offers more flexibility in terms of analysis options, and offers some great new features like enhanced ecommerce tracking capabilities as well as improved machine learning capabilities, actionable reporting and new integrations to help you adapt to the ever-changing privacy and technology environment.

The user interface for this new Analytics tool has been redesigned so that it’s easier for users who haven’t used analytics before or those who aren’t very technical minded when using software programs like these ones before either – making them more approachable overall without losing any functionality.

How to migrate your data from your existing GA account to GA4

It’s important for businesses who haven’t migrated their analytics yet to do so as soon as possible.

It is not possible to import historical data from your old GA account into your new GA4 account, so it’s imperative that you start capturing data in GA4 as soon as possible for your business. Standard Universal Analytics properties will stop processing hits on July 1, 2023.

1. Consider account structure

If you run a large business with multiple business units or operate in different locations, you will want to consider the best way to structure your data in GA4 in order to effectively differentiate your data.

2. Create a GA4 property and data stream

If you don’t have a GA4 account, then the GA4 setup tool can help you create one. You will need to create a new GA4 account and set up your new GA4 properties and data streams. If you have an ecommerce site, additional setup may be required depending on the complexity of your website.

3. Collect website and app data

It can take up to 30 minutes for data to start populating into your new GA4 property. You can check whether or not it’s working by using the Realtime reporting feature.

4. Turn on Google signals (if applicable)

Required for enhanced remarketing and reporting by collecting extra data about website visitors who have ads personalisation turned on.

5. Set up conversions

The good new is you can migrate eligible conversion events and goals from your Universal Analytics account into your new GA4 account. Once you’ve migrated these conversions into your new account, you can import them into your Google Ads account and start bidding on them in your advertising campaigns.

6. Add users

Migrate any additional account users and their permissions into the new account.

7. Link to Google Ads

If you run any search engine marketing campaigns, you will want to make sure you connect your GA4 account to your Google Ads account. This ensures that data is accessible in both platforms, making your campaigns and campaign reporting much more accurate and insightful.

8. Migrate audiences or set up new audiences

If you had custom audiences set up in your Universal Analytics account, you will want to bring this data over as well. You must manually recreate the audiences in GA4. Depending on how customised your audiences were, this may require a few additional steps.

9. Validate your conversions

By comparing your conversion volumes. All this means is you’re comparing the volume of conversions recorded in your Universal Analytics account with the volume recorded in your GA4 account, over a similar time period. You want them to be as close as possible.

You may need to wait a couple weeks for enough data to flow into your accounts before you can make a reasonable comparison.

10. Import conversions into Google Ads for bidding

If you haven’t already done so, now is the time to import your conversions into your Google Ads account to improve accuracy of reporting and bidding strategies.

11. Add Analytics audiences to a campaign or ad group for remarketing

If you’re running ad campaigns in Google Ads you can connect audience sources to Google Ads to retarget user groups you’ve previously identified.

For more detailed instructions head to the Google support pages for the full breakdown of how to DIY your GA4 migration.

If you don’t have the bandwidth to deal with such an intricate process, we can take this off your hands. We understand how busy marketers are, because we’ve been there too! Weekend Creative can get your shiny new GA4 account set up and collecting data in no time, so it’s one less thing to have to think about.


Google Analytics 4 is the latest version of Google’s popular analytics tool. With GA4, businesses can track their data in more ways than ever before and get a deeper understanding of their customers’ behavior. If you’re looking for an easy way to migrate from your old GA account over to GA4, we can take this off your plate so you can focus on other things.

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