Migrating to the latest version of Google Analytics, GA4, is crucial for businesses looking to leverage the advanced features and capabilities it offers. In this step-by-step guide, we will walk you through the process of migrating to GA4, ensuring a smooth transition and allowing you to benefit from the enhanced data analysis and tracking capabilities it provides.

The 12-step process to migrating to GA4

Step 1: Assess Your Current Setup
Evaluate your existing tracking setup in Universal Analytics (UA) to understand how data is currently being collected and utilized. Identify tracking codes, goals, and custom configurations that need to be migrated to GA4.

Step 2: Familiarize Yourself with GA4
Take the time to understand the key differences between UA and GA4. Study the GA4 data model, event tracking methodology, and reporting interface to prepare for the migration.

Step 3: Create a New GA4 Property
Log in to your Google Analytics account and create a new GA4 property specifically for the migration. Follow the prompts and make note of the GA4 measurement ID for future reference.

Step 4: Implement the GA4 Tracking Code
Replace the existing UA tracking code on your website or app with the GA4 tracking code snippet. This will ensure data collection in the new GA4 property.

Step 5: Configure Data Streams
Set up data streams in GA4 to collect data from various sources such as websites, apps, or offline channels. Configure the necessary settings for each data stream based on your tracking requirements.

Step 6: Define Events and Parameters
Identify the key events and parameters that are important for your business goals. Define custom events and parameters in GA4 that align with your tracking needs to capture relevant user interactions.

Step 7: Enable Enhanced Measurement
Take advantage of GA4’s enhanced measurement features to automatically track important interactions like scroll tracking, outbound link clicks, and site search. Enable the enhanced measurement settings that suit your business requirements.

Step 8: Set Up Goals and Conversions
Revisit your goals and conversions in UA and recreate them in GA4. Utilize GA4’s conversion events and other advanced tracking capabilities to define and measure the desired actions on your website or app.

Step 9: Test and Verify Data Collection
Thoroughly test your GA4 tracking setup by performing various user interactions and events on your website or app. Verify that data is being collected accurately and consistently in GA4.

Step 10: Compare Data Between UA and GA4
Run both UA and GA4 tracking simultaneously for a period to compare data between the two systems. Analyze any discrepancies and ensure data consistency before fully transitioning to GA4.

Step 11: Educate Your Team
Provide training and education to your team members on how to use GA4 effectively. Familiarize them with the GA4 interface, reporting features, and data analysis techniques to leverage its full potential.

Step 12: Complete the Migration
Once you have thoroughly tested and validated your GA4 setup, finalize the migration process by fully transitioning to GA4. Communicate the switch to relevant stakeholders and continue to monitor and optimize your tracking setup in GA4.

Remember, this process is a general guide, and the specifics may vary based on your unique tracking requirements and business setup. It’s essential to consult official documentation and resources provided by Google for the most up-to-date and accurate information during your GA4 migration.

Potential issues migrating to GA4

Migrating to Google Analytics 4 (GA4) brings along several potential issues that businesses should be aware of. While understanding these challenges can help in preparing for a smooth transition, it’s important to address them proactively. Here are some potential issues you may encounter when migrating to GA4:

  1. Data Discrepancies: Due to the differences in data models and tracking methodologies between Universal Analytics (UA) and GA4, you may experience discrepancies in the data collected between the two systems. This can be attributed to changes in event tracking, data processing, and reporting mechanisms. It’s crucial to compare and analyze data from both systems during the migration process to identify any discrepancies and address them accordingly.
  2. Reporting Differences: GA4 introduces a new reporting interface that differs from UA. While GA4 provides enhanced reporting capabilities, some features and reports available in UA may not be directly replicated in GA4. It’s essential to familiarize yourself with the reporting functionalities in GA4 and make any necessary adjustments to your reporting processes and analysis techniques.
  3. Learning Curve: As you transition from UA to GA4, there may be a learning curve for you and your team members. The interface, terminology, and data model in GA4 differ from UA, requiring familiarization and training. Invest in educating your team members about GA4 to ensure they can effectively utilize its features and leverage the benefits it offers.
  4. Customization Challenges: If your existing UA setup involves complex customizations such as custom dimensions, metrics, or segments, migrating them to GA4 may pose challenges. GA4 has a different structure and configuration methodology, requiring a reassessment of your customizations and determining how to replicate them effectively in GA4.
  5. Loss of Historical Data: When migrating to GA4, historical data from UA may not be directly transferable. GA4 starts tracking data from the point of implementation, and historical data from before the migration may not be available in GA4. It’s crucial to consider data retention policies and plan accordingly to retain and access historical data if needed for comparison or analysis purposes.
  6. Third-Party Integrations: If you have existing integrations with third-party tools or platforms that are specifically built for UA, they may not seamlessly integrate with GA4 initially. Check with your third-party vendors to ensure they offer GA4 compatibility or explore alternative solutions to maintain the functionality provided by those integrations.
  7. Resource and Time Requirements: Migrating to GA4 may require dedicated time and resources. The complexity of your tracking setup, the size of your website or app, and the extent of customizations can impact the effort required for migration. Proper planning, allocation of resources, and coordination among different stakeholders will help ensure a smooth and efficient migration process.

To mitigate these potential issues, stay informed about GA4 updates and best practices, consult official documentation, seek support from Google’s resources, and consider partnering with experienced professionals or consultants specializing in GA4 migration. By addressing these challenges proactively, you can navigate the migration process smoothly and leverage the advanced capabilities of GA4 for better data analysis and insights.


Migrating to Google Analytics 4 (GA4) is a significant step towards unlocking advanced data analysis and tracking capabilities. By following this step-by-step guide, you can seamlessly transition from Universal Analytics to GA4, enabling you to gain deeper insights into user behavior, make data-driven decisions, and optimize your marketing strategies for enhanced business growth. Embrace the power of GA4 and stay ahead in the evolving digital landscape.

Are you ready to make a seamless transition to Google Analytics 4 (GA4)? As a trusted consultant specializing in GA4 migration, I can help you navigate the complexities and ensure a successful migration process. With my expertise, I will guide you through the steps, address potential challenges, and optimize your tracking setup for enhanced data analysis and reporting in GA4. Don’t miss out on the advanced features and insights that GA4 offers. Take the next step and contact me today to discuss your migration needs and how I can assist you in making the most of GA4. Let’s unlock the power of GA4 together and drive your business forward.