Google Analytics 4 – Migrate Your Website Data Now

By Emma Crameri Emma Crameri has been verified by Muck Rack's editorial team
on 8 April 2023

If you are using Google Analytics then you’ll need to update to Google Analytics 4 before 1 July 2023.

Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business.

Google is moving its standard data reporting from Universal Analytics to Google Analytics 4.  As a result, these properties will stop gathering and processing data from your website.

Why is Google Analytics 4 better?

Google Analytics 4 has been designed with privacy at its core and promised to deliver a better experience for users.

Google Analytics 4:

  • No longer stores IP addresses
  • Does not rely exclusively on cookies
  • Uses event-based data models to deliver user-centric measurements
  • Operates across platforms (not just desktops)
  • Get a complete view of the customer lifecycle
  • Generate predictive insights about user behaviour and conversions

How to migrate to Google Analytics 4

If you own a website, you’ll need to:

  • Consider the account structure
  • Create a GA4 property and data stream using the GA4 setup assistant.
  • Collect website and app data
  • Turn on Google signals
  • Set up conversions
  • Add users

If you advertise, you’ll need to:

  • Link to Google Ads with the migration tool
  • Migrate audiences
  • Validate your conversions
  • Import conversations into Google Ads for bidding
  • Add Analytics audiences to a campaign or group for remarketing

If your website is already set up with Google Analytics then it’s a fairly straightforward process to migrate over. You’ll just need to follow the suggested steps in the GA4 setup assistant. You may like to set aside at least an hour to complete this step.  

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