Preparing for Google Analytics 4: Future-Proofing Your Analytics Strategy

To future-proof your analytics strategy by preparing for Google Analytics 4 (GA4), you should start migrating from Universal Analytics (UA) as soon as possible because UA stopped collecting data in July 2023, and GA4 uses a fundamentally different data model and tracking approach. Key steps include:

• Audit your current UA property to understand your existing setup and document configurations, events, conversions, and custom dimensions/metrics.

• Plan and create your GA4 property, including setting up data streams (web and/or app), and adding the GA4 tracking tag to your site or app.

• Identify and recreate important events and conversions in GA4, noting that GA4 events differ from UA events and require reconfiguration.

• Implement e-commerce tracking if applicable, as GA4 has specific e-commerce event requirements.

• Link GA4 to other tools and platforms you use for marketing and data analysis to maintain integrations.

• Train your team on GA4’s new interface, data model, and reporting capabilities since it requires upgraded skills and a different approach to analysis.

• Run UA and GA4 in parallel for a period to compare data and resolve any implementation issues before fully switching to GA4.

• Consider historical data management, as UA data cannot be fully migrated to GA4; export important historical data for backup or offline analysis.

GA4 offers more customization, event-based tracking, and enhanced privacy compliance, making it a more flexible and future-ready analytics platform. Starting early allows you to collect data in GA4 while still having UA data for comparison, easing the transition and ensuring continuity in your analytics strategy.