One of the few things that’s certain in life is change, and here’s a big one for any business using Google Analytics: Starting July 1, 2023, Google is discontinuing Universal Analytics (UA), aka Google Analytics 3, and is replacing it with Google Analytics 4 (GA4). While both come from Google, GA4 is very different from UA. You want to be ready for the change and avoid any hiccups from your site. To ensure you put your best foot forward, we’ve created this step-by-step GA4 checklist to help you through the transition.
The first thing to do when transitioning from UA to GA4 is to create a GA4 property. You can do this in one of three ways. You can upgrade from UA using the Setup Assistant. Alternatively, you can create a new property in your existing analytics account by pasting in the gtag code provided by Google. Another option is to use Tag Manager to upgrade your account to GA4.
Next, you’ll want to add a GA4 tracking tag. Ideally, you’ll use Google Tag Manager to do this. Copy your property’s tracking ID, paste it into the Measurement ID field, and give the tag a name.
Head to Data Settings, then Data Collection, to turn on Google Signals. Google Signals lets you collect important information about users, such as age and gender. It gives you a way to personalize ads. Just remember to get user consent before you start tracking users.
Google can automatically collect data on enhanced behaviors, such as video views or downloads, but you have to tell it to do so. Head to the Admin section, click on Data Streams, then GA4 Data Stream. Navigate to the Enhanced Measurement section, then click on the gear. You’ll see the six events that are automatically tracked. Add additional events to the list based on your goals.
Now it’s time to integrate GA4 with other properties, such as Google Ads, Search Console, and BigQuery. Once the switch to GA4 happens, your old UA data will only be available for six months. BigQuery will let you access that data for longer.
Integrating your account with Google Ads, BigQuery, and Search Console involves several extra steps but will be worthwhile in the long run.
If you had custom events set up in UA, you’ll want to convert them to GA4. You’ll essentially need to recreate the events in GA to do that. Head over to the Recommended/Custom Events section in the Admin panel. From there, create and define the events you want to track, such as email signups.
In GA4, every interaction is an event. You can tell GA4 to treat some of those events as conversions. For example, if someone signs up for your email list or newsletter, you can tell GA4 to treat that as a conversion.
Now it’s time to create custom definitions. You’ll need these to add metrics and dimensions to custom events. Examples include File Name, Site Search Terms, and Link URL.
You have the basic GA4 setup finished. Now it’s time to take things further and make the most of the GA4.
Still have questions about Google Analytics 4 vs. Universal Analytics or GA4 setup? Here are some answers to commonly asked questions.
The easiest way to migrate to GA4 is to use the GA4 setup assistant. A digital marketing and SEO agency can also help guide you through the migration process.
To use GA4 with UA concurrently before the phase-out in July 2023, use the GA4 setup wizard in your Google Analytics account. If you’re unsure how to do it, a digital marketing agency can assist.
UA and GA4 differ in the way they collect and use data. GA4 is event-based. GA4 also doesn’t retain user data or rely on IP addresses, while UA does. For more information on the differences between the two, read our blog here.
You can customize your GA4 report based on your unique needs, but at minimum, it should include user engagement and activity details.
Need some help setting up GA4? Work with Zero Gravity Marketing, a full-service digital marketing agency in Connecticut. Contact us today to learn more and for your free digital marketing analysis.