Mastering UA to GA4 Migration: 5 Easy Steps To Complete

In the fast-paced digital world, data analysis plays a crucial role in understanding user behavior, optimizing website performance, and making informed business decisions. Google Analytics has long been the go-to tool for tracking website data, providing valuable insights into user interactions, and measuring the effectiveness of marketing campaigns. 


With the introduction of Google Analytics 4 (GA4), it’s time to migrate from the older Universal Analytics (UA) to unlock even more powerful tracking capabilities and enhanced data analysis.

Introduction to Universal Analytics (UA) and GA4

Universal Analytics (UA) and Google Analytics 4 (GA4) are powerful web analytics tools provided by Google that enable businesses to track and analyze user behavior on their websites and mobile apps. UA has been the industry standard for website analytics for many years, offering valuable insights into user interactions and website performance. However, as technology evolves and user behavior becomes more complex, Google introduced GA4 as a more advanced and comprehensive analytics solution.


GA4 represents a significant shift in how data is collected and analyzed compared to its predecessor, UA. It is built on a new data model called “event-driven data collection,” which focuses on capturing user interactions as events. This means that every action a user takes, such as pageviews, clicks, downloads, or video plays, is treated as an event, providing a granular level of detail in understanding user behavior.

The Transition from UA to GA4

GA4 Migration process

The transition from UA to GA4 is crucial for businesses to stay ahead in the digital landscape. While UA will continue to be supported by Google, GA4 is the future of analytics and offers several key advantages. One of the most notable features of GA4 is its ability to seamlessly track user interactions across multiple devices and platforms, allowing for a more holistic view of the customer journey. Additionally, GA4 provides enhanced privacy controls and data protection measures, aligning with evolving data privacy regulations.


Making the transition to GA4 may require some adjustments in terms of implementation and data interpretation, but the benefits are well worth the effort. By adopting GA4, businesses can gain deeper insights into user behavior, leverage advanced machine learning capabilities for predictive analytics, and ultimately make more informed decisions to drive growth and improve user experiences.

I. Understanding the GA4 Migration Process

Before we embark on the migration journey, it’s essential to grasp the fundamentals of the migration process and the key differences between Universal Analytics and Google Analytics 4.


A. Overview of the migration process from UA to GA4

  1. Set up a new GA4 property alongside the existing UA property to track data in parallel.
  2. Create data streams in GA4 to collect data from various sources like websites and mobile apps.
  3. Update the website or app tracking code to include GA4 configuration for event-driven data collection.
  4. Create new reports and dashboards in GA4 to replicate the insights provided by UA.
  5. Run both UA and GA4 in parallel for a period to compare data and ensure accuracy.
  6. Continuously monitor and evaluate data in GA4 to take full advantage of its advanced features.

B. Key differences and features between UA and GA4


Universal Analytics (UA)

Google Analytics 4 (GA4)

Data Model

Session-based data model

Event-driven data model

Tracking Code

Uses ga.js or analytics.js

Uses gtag.js

User-ID Tracking

Requires manual implementation

Simplified and automated user-ID tracking


Limited cross-platform tracking

Seamless cross-platform tracking

Custom Dimensions and Metrics

Limited to 20 custom dimensions and metrics

Expanded to 200 custom dimensions and metrics

Machine Learning

Limited machine learning capabilities

Advanced machine learning features and predictive insights

Enhanced E-commerce

Standard ecommerce tracking

Enhanced ecommerce tracking with more flexibility

Data Control

Limited data controls and privacy measures

Enhanced privacy controls and compliance with regulations


Standard reports and dashboards

Advanced reporting and exploration features

User Analysis

Focuses on sessions and pageviews

Focuses on individual user behavior and engagement

Funnel Analysis

Limited funnel analysis capabilities

Enhanced funnel analysis and pathing visualization

C. Importance of planning and preparing for a smooth migration


Planning and preparing for a smooth migration from Universal Analytics (UA) to Google Analytics 4 (GA4) is crucial to ensure a successful transition. Here’s why it is important:


  • Assessing your current UA implementation: Conducting a thorough assessment of your current UA implementation allows you to understand the strengths and weaknesses of your existing analytics setup. This evaluation helps identify areas that need improvement and provides insights into the data you currently collect, enabling you to make informed decisions during the migration process.


  • Identifying goals and objectives for GA4 migration: Clearly defining your goals and objectives for the GA4 migration is essential. It allows you to align your analytics strategy with your business objectives and determine the specific data and insights you want to derive from GA4. This helps you set realistic expectations and ensures that the migration process is tailored to meet your specific needs.


  • Setting up project timelines and milestones: Planning project timelines and milestones provides a structured approach to the migration process. It helps in organizing tasks, allocating resources, and managing the overall project efficiently. Establishing deadlines and milestones ensures that the migration stays on track and helps prioritize critical activities, ensuring a smooth and timely transition.


By undertaking these planning and preparation steps, businesses can minimize disruption and maximize the benefits of migrating to GA4. It allows for a more organized and streamlined migration process, reduces the risk of errors, and ensures that the transition aligns with the company’s goals and objectives.

II. Step-by-Step Guide to Migrating to GA4

Now that we have a solid foundation, let’s delve into the practical steps of migrating from Universal Analytics to Google Analytics 4. 


Step 1: Assessing your current UA implementation


Before transitioning to Google Analytics 4 (GA4), it is crucial to conduct a thorough assessment of your Universal Analytics (UA) account. Rushing the migration can lead to complications, so taking the time to evaluate your current setup is essential. 


Make a comprehensive record of all the events you track, including traffic figures, sources, and conversion rates, capturing any information that you regularly refer to. While Google provides a setup wizard for the migration, it may not be flawless, and important elements can be overlooked. Maintaining a list of all tracked items is helpful for ensuring nothing is missed and facilitates the creation of new events in your GA4 account. 


Important note: if you initially set up your UA account when the platform was first released or shortly thereafter, it may be beneficial to create a new account specifically for GA4. However, if you recently set up your UA account using Google’s new gtag.js script, you can connect both accounts to streamline parts of the setup process.


Step 2: Setting up GA4 Property and Measurement ID


If you currently have a Google Universal Analytics (UA) account (which is likely if you are reading this guide), setting up a Google Analytics 4 (GA4) account will be a straightforward process using the GA4 Setup Assistant. You can access the GA4 Setup Assistant in the admin section of your UA dashboard.

GA4 Migration Process

Upon clicking the GA4 Setup Assistant, you will be prompted to either create a new GA4 property or connect an existing one. To initiate the process of creating a new property, simply click on “Get Started” in the corresponding section.

GA4 Migration Process

Subsequently, a pop-up will appear, providing a description of the forthcoming actions.

GA4 Migration Process

If you are utilizing the latest gtag.js script, you will have the option to gather data using that same tag. 


In the final step, a checklist will be presented, outlining the data that GA4 will collect. Take the time to carefully review each line of the checklist and ensure that all the metrics you addressed in your UA audit are explicitly mentioned.


Step 3: GA4 tracking code Implementation & Migration of Events used in UA 


In the transition to GA4, it is likely that some of the events you previously tracked in Universal Analytics (UA) will carry over automatically. However, due to the significant differences between the platforms, it’s possible that not everything will transfer seamlessly. This step provides an opportunity to address any migration issues and add events that didn’t automatically migrate from UA.


Begin by examining the automated goals that GA4 is already tracking. Some events that were previously set up manually in UA, such as scroll depth, are automatically tracked in GA4. Additionally, refer back to your UA audit and identify behaviors that are currently not being tracked in GA4.


Take a detailed approach and create new events in GA4 for each behavior that requires tracking. For example, you can set up events to track when users add items to their cart, begin the checkout process, enter payment information, enter shipping information, and complete a payment. Start with a step-by-step approach, focusing on the events that hold the most value for your analysis and business objectives. By gradually expanding your event tracking in GA4, you can ensure accurate data collection and derive meaningful insights.


Once you have completed the setup of your new GA4 property, a confirmation message stating “You have successfully connected your properties” will appear at the top of your Google Analytics 4 Property Setup Assistant page.


It is important to make a note of your GA4 property’s name for future reference. If your Universal Analytics property is named “Example property,” your GA4 property will be named “Example property – GA4.”


To access your GA4 property, simply click on “Go to your GA4 property” to open the Setup Assistant within your new GA4 property. The Setup Assistant in Google Analytics 4 properties will guide you through the recommended features and settings, providing assistance to finalize the setup of your GA4 property.

GA4 Migration Process

Please note that it may take up to 30 minutes for data to start appearing in your newly set up GA4 property.


To confirm that data collection is functioning correctly, visit your website and then navigate to the Realtime report section within Google Analytics. Here, you should observe real-time activity being displayed.


If you have an existing Firebase project, it is possible to link it to your GA4 property. However, this linking process must be done through Firebase itself. For detailed instructions on how to proceed with this linking, refer to the appropriate resources and documentation provided by Firebase.


Step 4: Configuring GA4 settings and data streams


Congratulations! You have successfully completed the most crucial part of migrating to GA4. While there are two additional steps that we recommend for advertisers, please note that they may not be necessary for everyone.


Important Note:

Step 1: Turn on Google Signals: Enabling Google Signals is a quick and straightforward process. Simply follow the steps outlined below to activate this feature.


Step 2: Migrate your Universal Analytics goals to GA4: This step is more involved and may not be essential unless you wish to reuse the goals you had set up in Universal Analytics as conversion events in GA4. This can be particularly important if you rely on bidding for your UA goals in Google Ads. If you are unsure about Universal Analytics goals or do not require them in GA4, you can consider your GA4 migration complete.

To initiate the process of migrating UA goals to GA4, the next step is simply click at the settings button in the corresponding section.

  1. Navigate to the Admin section.
  2. Click on Setup Assistant in the Property column.
GA4 Migration Process

3. If you encounter the message stating, “This is your GA4 property. Your connected Universal Analytics property remains unchanged,” click on Open connected property.


4. You will see a countdown timer with the message “Almost there – finish migrating to Google Analytics 4 (GA4).” Click on No thanks.


5. Disable the toggle for “Automatically set up a basic Google Analytics 4 property.”

GA4 Migration Process

6. Click on Go to your GA4 property to return to your GA4 property.


7. Mark each task as completed to remove the “This property is not fully set up. You can complete the recommended setup checklist in the Setup Assistant.” notification in the Setup Assistant.


     a. For each task, click on the right arrow.

GA4 Migration Process

     b. Select Mark as complete.

GA4 Migration Process

Please note that the notices may not immediately disappear once you have completed these steps. 


However, the next time you access your GA4 property, they will no longer be displayed.


Step 5: Turn on Google Signals & Migrate Goals of Conversions  


To enable Google Signals and enhance your data collection capabilities, follow these steps:


  1. Within the Setup Assistant, look for the option “Turn on Google signals” and click on the Actions menu (represented by a forward arrow) situated on the right side of the row.
  2. Select “Manage Google signals” from the menu.
  3. On the Google Signals data collection page, click “Get started.”
  4. Proceed to the “Activate Google signals” page and click “Continue.”
  5. Finally, click on “Activate” to activate Google Signals and begin collecting additional data about users who have enabled ads personalization and signed in to their Google Accounts.


To migrate your goals and recreate them as conversion events in your Google Analytics 4 property, follow these steps:


  1. Go back to the Setup Assistant page by clicking on “GA4 Setup Assistant” located to the left of your screen.
  2. Locate the section “Set up conversions” and click on the Actions menu (represented by an icon) situated on the right side of the row.
GA4 Migration Process

3. From the menu, select “Import from Universal Analytics.


4. You will be presented with a list of goals from your Universal Analytics account. By default, all goals will have a checkmark next to them. Deselect any goals that you do not wish to recreate as conversion events in your GA4 property.


5. Once you have made your selections, click on “Import selected conversions” in the top right corner.


A confirmation message will appear in the bottom left of your screen, indicating that your chosen goals have been successfully migrated and recreated as conversion events in your Google Analytics 4 property.

III. Benefits of Migrating to GA4

The migration from Universal Analytics to Google Analytics 4 presents a multitude of benefits and fresh possibilities for data-driven decision-making.


A. Enhanced cross-platform tracking and analysis of user journeys

  • Obtain a comprehensive overview of user interactions across various platforms, including web and apps.
  • Comprehend the entire user journey to optimize the customer experience effectively.


B. Improved insights through machine learning and AI-powered features

  • Leverage advanced analytics capabilities such as predictive modeling.
  • Extract valuable insights and receive actionable recommendations.


C. Integration with Google Ads and other Google marketing tools

  • Seamlessly connect GA4 data with your advertising campaigns to enhance optimization efforts.
  • Leverage Google’s comprehensive suite of marketing tools for a cohesive and unified approach.


D. Future-proof your analytics setup with GA4’s advanced capabilities

  • Remain at the forefront of the industry with a platform designed for dynamic digital ecosystems.
  • Adapt to emerging trends and technologies to ensure long-term success.

IV. Why Choose Zoewebs for Your GA4 Migration

Migrating from Universal Analytics to Google Analytics 4 requires expertise, experience, and meticulous attention to detail. At Zoewebs, we have a dedicated team of professionals who specialize in website analytics and migration processes. When you choose us for your GA4 migration, you can expect the following:


A. Expertise and experience in website analytics and migration processes

  • Our team has extensive knowledge of both Universal Analytics and Google Analytics 4
  • We stay updated with the latest industry trends and best practices


B. Dedicated team of professionals to ensure a seamless transition

  • We will work closely with you throughout the migration process, providing guidance and support
  • Our experts will handle all technical aspects of the migration, minimizing any disruptions


C. Tailored solutions based on your specific business needs

  • We understand that every business is unique, and we’ll customize the migration process to align with your goals
  • Our solutions are designed to maximize the benefits of GA4 for your specific industry and target audience


D. Proven track record of successful migrations and client satisfaction

  • We have a long history of helping clients seamlessly migrate from UA to GA4
  • Our satisfied clients have witnessed improved analytics capabilities and data-driven decision making

Summary of GA4 Migration

Migrating from Universal Analytics to Google Analytics 4 is a strategic move that empowers you with advanced tracking capabilities, AI-powered insights, and enhanced data analysis. By following the step-by-step guide outlined in this blog, you can seamlessly transition to GA4 and unlock a new level of data-driven decision making for your business.


If you’re looking for professional assistance with the migration process, Zoewebs is here to help. Our experienced team of website analytics experts will ensure a smooth and successful migration, tailored to your specific business needs. Contact us today and take the first step towards harnessing the full potential of Google Analytics 4.

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Feel free to contact us, Zoewebs, where we could provide MORE with detailed, organized, and professional advice on it. Let’s discuss how we can work together to reach your goals!

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