Digital Marketing  —  General

Say Goodbye to Universal Analytics: Hello to GA4

Discover the migration process from Universal Analytics to Google Analytics 4 (GA4) and its impact on website data analysis. Learn about significant changes in data collection and analysis.

Lee Rutten
Lee RuttenMay 3, 2023

Google Analytics has been a reliable tool for tracking website traffic and user behavior for over a decade. And while the platform has undergone numerous updates and improvements over the years, the recent release of Google Analytics 4 (GA4) marks a significant shift in how data is collected and analysed. In this blog post, we will discuss the migration process from Universal Analytics to GA4, and what the change will mean for your website.

Enhanced Data Collection in GA4

One of the biggest advantages of GA4 is its enhanced data collection capabilities. Unlike Universal Analytics, which relies heavily on cookies to track user behavior, GA4 uses machine learning to better understand user interactions across multiple devices and platforms. This means that even if a user switches from a desktop computer to a mobile device, their behavior can still be tracked accurately. Additionally, GA4 offers streamlined event tracking, which allows for a more detailed analysis of user actions and behaviour.

Additionally, GA4 will: 

  • Collect both website and app data to better understand the customer journey
  • Use event-based data instead of session-based
  • Include privacy controls such as cookieless measurement, and behavioral and conversion modeling
  • Have predictive capabilities offering guidance without complex models
  • Direct integrations to media platforms to help drive actions on your website or app

New Analysis Features in GA4

Another significant difference between Universal Analytics and GA4 is the way data is analysed. GA4 introduces new analysis features such as predictive metrics, cross-device reports, and enhanced funnel analysis. These features provide a more comprehensive understanding of user behavior, making it easier to identify trends and opportunities for improvement. Additionally, GA4 offers a more user-friendly interface, making it easier for non-technical users to access and interpret data.

The Migration Process

Migrating from Universal Analytics to GA4 may seem daunting, but Google has provided resources to make the process as seamless as possible. The first step is to create a new GA4 property alongside your existing Universal Analytics property. This allows you to collect data on both platforms simultaneously. From there, you can begin to explore the new features and analysis capabilities of GA4. Once you feel comfortable with the platform, you can begin to phase out Universal Analytics and focus solely on GA4.

We understand that migration to GA4 can seem daunting, but we’ve got you covered. If you’re currently on one of our growth plans, we’ll take care of the transition process for you. If we haven’t already, we’ll begin by creating a new GA4 property on your behalf, so you don’t have to worry about the technicalities. You can simply sit back and relax while we handle everything for you.

Once the new GA4 property is created, we’ll set up your data streams and ensure that data collection is properly configured. It’s important to note that GA4 uses a different data model than Universal Analytics, so there may be some changes required to your tracking code. But don’t worry, we’ll take care of that too.


While the migration from Universal Analytics to GA4 may require some effort, the benefits of enhanced data collection and analysis make it worthwhile. By adopting GA4, you can gain a more comprehensive understanding of user behavior and improve your website’s performance. And with Google’s resources and support, the migration process can be completed smoothly and efficiently. So if you haven’t already, consider making the switch to GA4 today.