GA4: Successful Google Analytics migration in 6 steps

The future of data analytics

Deadline approaching: Google Analytics 4 revolutionises data analysis for companies

On 1 July 2023, Google changed its website analytics tool: Instead of Universal Analytics, all data will now be measured with Google Analytics 4 (GA4). But what happens to the historical data that was measured with Universal Analytics? Are they lost? Is it already too late to switch to GA4? What do we need to do now and what does GA4 bring us compared to the previous version?

Find out in our blog why it still makes sense to switch to GA4 now and how you can benefit from the new functions.

Since 1 July 2023, only the new GA4 is available for website analytics.

This update offers breakthrough features and improved data analytics that are essential for businesses across a range of industries and sectors. Whether it's e-commerce, services or media, using GA4 allows you to make data-driven decisions and effectively optimise your digital presence.

Find out why the switch to GA4 is inevitable and how you can benefit from the new functions.

Google Analytics

Google Analytics in a Nutshell: What you need to know

What is Google Analytics 4 all about?
For whom is Google Analytics of interest?
Why is Google Analytics relevant for your company?
Google Analytics 4 Migration: What are the main differences between Universal and Analytics 4?
What will happen to my existing data?
How to get started with the GA4 migration?
How did others master the migration?

Data Analytics

What is Google Analytics 4 all about?

Google Analytics is a powerful and extremely useful tool that allows website operators to collect and analyse important information about the behaviour of visitors to your website. It provides detailed insights into data such as page views, dwell time, conversion rate and origin of traffic. By analysing this data, businesses can make informed decisions, optimise their marketing strategies and improve the user experience of their website.

Erfolgreich auf Google Analytics 4 migrieren mit KPS!

Target Audience

For whom is Google Analytics 4 of interest?

Google Analytics is of great interest to businesses and website owners of all sizes and in almost every industry. Whether they are e-commerce websites, service companies or media platforms, Google Analytics provides valuable insights that help maximise the success and effectiveness of their online presence. Both small businesses and large corporations can benefit from implementing and using Google Analytics to achieve their business goals and better understand their customers.

Regardless of the industry or size of the business, Google Analytics provides valuable insights and data to help make fact-based decisions and drive digital success.

Relevance

Why is Google Analytics 4 relevant for your company?

Google Analytics offers a variety of functionalities that can have a decisive influence on your company's success. Here are some of the most important aspects:

Understanding visitor behaviour: By analysing the data in Google Analytics, you gain insights into the behaviour of visitors to your website. You get information about which pages are visited most often, how long visitors stay on the website and how they interact with the content. This information helps optimise the website to improve the user experience and increase conversion rates.
Goal tracking and conversion optimisation: Google Analytics can be used to define goals and set up conversion funnels. A conversion funnel is the step-by-step process of converting website visitors into paying customers. It helps to identify bottlenecks and improve the conversion rate. You can measure the success of specific actions on your website, such as completing a purchase or filling out a contact form.
Measure the performance of online marketing activities: Using Google Analytics, you are able to monitor which channels generate the most traffic, which campaigns are successful and how visitors respond to different marketing messages. This helps to allocate budgets and optimise the marketing strategy to get the best result from the resources invested
Personalising the user experience: By using Google Analytics, you can personalise and tailor your website.

Google Analytics is an indispensable tool for businesses and website owners to understand visitor behaviour, increase conversion rates, measure online marketing effectiveness and improve user experience. Regardless of the industry or size of the business, Google Analytics provides valuable insights and data to help make fact-based decisions and drive digital success.

Universal vs GA4

Google Analytics Migration: What are the main differences between Universal and GA4?

At a glance: Google Universal Analytics vs. Google Analytics 4 in comparison with regard to back-end, functionality and user-friendliness.

Universal vs GA4

The main differences

At a glance: How do Google Universal Analytics and the new version Google Analytics 4 differ? A comparison in terms of back-end, functionality and user-friendliness.

KPS Google Analytics Migration: Universal vs GA4

Deadline

Data recording in Universal only until 30 June 2023

Google Universal Analytics will only record data until 30 June 2023! Therefore, switch to Google Analytics 4 promptly to benefit from the latest features and improvements and to continue managing your data. Moving to Google Analytics 4 allows for more comprehensive data collection and analysis, improved integration across platforms and enhanced support for privacy and consent.

Sunset

What will happen to my existing data?

On 1 July 2023, Google announced a one-time extension of the sunset for Universal Analytics until 1 July 2024. Enterprise customers of Google who use the Universal Analytics 360 Properties with a current 360 order can breathe a sigh of relief: Although no new data will be processed in Universal Analytics, you will still have access to historical data via interfaces until 1 July 2024.

To ensure that no data is lost, the following 3 steps are important:

Migrate to Google Analytics 4 - if you have not yet switched, now is still the time to do so. You will find tips on how to do this in the following sections
Data export from Universal Analytics - so that you are on the safe side
API conversion - to make your interfaces compatible with GA4

In 6 steps to GA4

How to get started with the migration to GA4?

1. Defining the GA4 account structure

Universal Analytics uses views to create separate collections of data, such as geographic separations or separations by business unit. In GA4 you can perform this type of data separation in different ways, which may affect the account structure you create in GA4.

Effort level: Variable according to requirements

1. Determining GA4 characteristics

Use the GA4 (setup) wizard to set up your GA4 property(ies) alongside your existing Universal Analytics property.

Effort level: Very low

1. Creating data streams

A data stream is a flow of data from your website or app to Google Analytics. There are 3 types of data streams: web (for websites), iOS (for iOS apps) and Android (for Android apps).

Effort level: Very low

1. Activating the data capture

To see data in your new GA4 property, you need to add the Analytics tag to your web pages.

Effort level: Variable according to requirements

1. Activating Google signals

For enhanced remarketing as well as more comprehensive reporting, activate Google signals.

Effort level: Very low

1. Connecting with Google Ads

Use the Google Ads Link Migration tool to quickly import your Google Ads links from your Universal Analytics property to your connected GA4 property.

Effort level: Very low

1. Defining the GA4 account structure

Effort level: Variable according to requirements

1. Determining GA4 characteristics

Use the GA4 (setup) wizard to set up your GA4 property(ies) alongside your existing Universal Analytics property.

Effort level: Very low

1. Creating data streams

A data stream is a flow of data from your website or app to Google Analytics. There are 3 types of data streams: web (for websites), iOS (for iOS apps) and Android (for Android apps).

Effort level: Very low

1. Activating the data capture

To see data in your new GA4 property, you need to add the Analytics tag to your web pages.

Effort level: Variable according to requirements

1. Activating Google signals

For enhanced remarketing as well as more comprehensive reporting, activate Google signals.

Effort level: Very low

1. Connecting with Google Ads

Use the Google Ads Link Migration tool to quickly import your Google Ads links from your Universal Analytics property to your connected GA4 property.

Effort level: Very low

Successful G4-Migration

How have other companies mastered the migration?

We have already been able to accompany many of our clients during the changeover to Google Analytics 4. With targeted projects such as KPS Google Growth, the Google Analytics migration can be implemented in a focused manner.

Get started

Switch off Google Universal Analytics: Switch to GA4 now and optimise your tracking strategy

The deactivation of Google Universal Analytics requires an adjustment of the tracking strategy. Although the changeover is associated with an initial effort, the benefits outweigh the costs due to new functions, improved data protection and the opportunity to optimise your tracking strategy. By reviewing tracking, adjusting consent and realigning your analytics strategy, your organisation can continue to receive meaningful data.

Start migrating to GA4 now. Update your tracking codes, migrate your data and make sure you comply with data protection regulations.

Do you have questions about the transition to GA4 or need support with the implementation?

Sign up now for a free GA4 consultation with KPS to realise the full potential of GA4 and adapt your analytics strategy. By taking these steps, you will remain competitive and continue to gain valuable insights into your online business.

Article Information

Paul Anderie

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Business E-Mail:
blog@kps.com
Social Media:
LinkedIn
Publication date:
Jun 14, 2023
Update:
Jun 19, 2023
Categories
- Data, Analytics & AI

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GA4: Successful Google Analytics migration in 6 steps

Find out why the switch to GA4 is inevitable and how you can benefit from the new functions.

1. Defining the GA4 account structure

1. Determining GA4 characteristics

1. Creating data streams

1. Activating the data capture

1. Activating Google signals

1. Connecting with Google Ads

1. Definition der neuen GA4-Kontostruktur

1. Defining the GA4 account structure

2. Erstellung GA4-Eigenschaften

1. Determining GA4 characteristics

3. Erstellung Datenströme

1. Creating data streams

4. Aktivieren der Datenerfassung

1. Activating the data capture

5. Aktivierung Google-Signale

1. Activating Google signals

6. Verknüpfung mit Google Ads

1. Connecting with Google Ads

Paul Anderie

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