A Seamless Transition: Moving from Universal Analytics to Google Analytics 4

As a business that currently uses Universal Analytics (UA), you have most likely heard about the shift to Google Analytics 4 (GA4). Google has been continuously encouraging users to migrate to this new platform and has now made it clear that Universal Analytics will stop processing data by the 1st of July this year making the transition inevitable. This article will introduce you and help you make sense of Google Analytics 4.

What is Google Analytics 4?

Google Analytics 4 is the latest version of the Google Analytics platform. It has been designed to provide more insights into user behavior and offer a better understanding of how users interact with a website. GA4 uses machine learning to provide more accurate data and has a new event-based data model that allows for more flexibility in tracking user behavior.

The Main Differences between Universal Analytics and GA4:

Data Model: GA4 has moved from a session-based model to an event-based model, giving businesses more flexibility and granularity in data collection. This change allows companies to better understand user behavior.

Enhanced Reporting: GA4 offers a new set of predefined reports, designed to provide businesses with actionable insights. While these new reports can be beneficial, it may take time to understand the differences and how to make the most out of them.

Machine Learning and Predictive Analytics: GA4 features advanced machine learning capabilities, enabling businesses to harness the power of predictive analytics.

Cross-platform tracking: GA4 allows for cross-platform tracking, enabling businesses to track users across web and app platforms.

How to Migrate to Google Analytics 4?

Migrating to GA4 can be a complex process, but it is necessary to ensure that you have access to the latest data and insights. Here are the steps to follow to migrate to GA4:

  • Create a new GA4 property
  • Set up data streams to capture data from your website or app
  • Install the GA4 tracking code on your website
  • Create custom events and user properties to track user behavior
  • Set up conversion tracking in GA4
  • Set up data import to import data from other sources
  • Verify that data is being collected correctly in GA4
  • Create reports to analyze data and gain insights

Best Practices for Google Analytics 4 Migration

  1. Plan your migration carefully and make sure you have a clear understanding of your website’s data and user behavior.
  2. Test your tracking implementation thoroughly to ensure that data is being collected accurately.
  3. Create a data governance plan to ensure that data is collected and used in accordance with privacy regulations.
  4. Use the new event-based data model to track user behavior and interactions more accurately.
  5. Take advantage of machine learning to gain insights into user behavior and optimize your website.
  6. Set up conversion tracking to measure the effectiveness of your marketing campaigns.
  7. Use data import to combine data from multiple sources and gain a more complete view of your website’s performance.

Navigating the New GA4 Interface

The GA4 interface is designed to be more user-friendly and customizable than its predecessor. Here’s a brief overview of how to navigate the new version:

Home: The home page provides a snapshot of key metrics and real-time data, giving you an at-a-glance overview of your website’s performance.

Reports: The left-hand navigation menu provides access to various reports, such as ‘Realtime’, ‘Engagement’, ‘Monetization’, ‘Retention’, and more.

Analysis: This section allows you to create custom reports using the Analysis Hub, which includes various pre-built templates and the ability to create your own.

Configure: In the ‘Configure’ section, you can manage data streams, events, conversions, audiences, and other tracking settings.

Admin: The ‘Admin’ section is where you can manage your GA4 property and account settings, including user management and billing.


Migrating to GA4 can be a complex process, but it is necessary to ensure that you have access to the latest data and insights. By following best practices and taking advantage of new features such as the event-based data model and machine learning, website owners can gain a better understanding of their website’s performance and make more informed decisions.

No time for the complicated switch?

We understand the difficulties of transitioning from Universal Analytics to GA4, and that’s why we offer to do this for you. Intent Agency has 17 years of experience in digital marketing and will ensure that your website data processing will be flawless! Contact us today to begin your transition to GA4 and stay ahead.