Upgrading from UA to GA4 (Properly)

For years, Universal Analytics (UA) has been the backbone of web and app data tracking for businesses all around the world. But with the rise in complex user behavior, multi-platform journeys, and increasing demand for real-time data, Google has ushered in a more intelligent solution: Google Analytics 4 (GA4). If you’re still relying on UA, it’s time to upgrade—but doing so properly is crucial to make the most of GA4’s features and ensure your data continuity.

In this article, we’ll walk you through the key differences between UA and GA4, explain why the transition is necessary, and provide a step-by-step guide to upgrading correctly. You’ll also find expert tips, common pitfalls, and how to optimize your GA4 setup for long-term success.

Why the Shift from UA to GA4?

The move from UA to GA4 isn’t just a cosmetic change—it represents a fundamental shift in how analytics data is collected, stored, and reported. Here are some primary reasons for the transition:

• Event-Based Tracking: GA4 uses an event-driven model rather than a session-based one, making it more flexible and accurate across multiple platforms (web and app).
• Enhanced User-Centric Data: GA4 places more emphasis on tracking individual user journeys across devices and platforms, thanks to better identity methods.
• Privacy and Compliance: With increased focus on user privacy and concepts like cookieless tracking, GA4 is better designed to align with evolving data regulations such as GDPR and CCPA.
• AI-Powered Insights: Built-in machine learning models help surface predictive insights and automate data modeling.

Google has officially sunset UA as of July 1, 2023. This means old UA properties no longer collect data, and access to historical data is expected to phase out over time. So, if you haven’t made the move yet, now is the time.

Before You Start: Understand the Differences

Upgrading is not as simple as clicking a button. Because GA4 is a completely new architecture, a direct migration isn’t possible. Here are a few key differences:

• Data Structure: UA tracks data using sessions and pageviews; GA4 uses events and parameters.
• Bounce Rate vs. Engagement: GA4 replaces bounce rate with engagement metrics that provide deeper insights.
• Reports: GA4 comes with fewer pre-built reports but more custom report capabilities.
• IP Anonymization: Always enabled in GA4 compared to optional in UA.

Understanding these changes helps you map your goals and objectives more effectively when configuring your new GA4 property.

Step-by-Step: How to Properly Upgrade to GA4

Let’s break down the process into manageable steps. Following these steps ensures a clean, efficient transition and avoids data loss or misreporting.

1. Set Up Your GA4 Property

Head to your Google Analytics Admin panel. Under the property column, click on “GA4 Setup Assistant.” Google offers an option called “Create Property” to set up a new GA4 property. This doesn’t affect your existing UA property and can be run in parallel.

2. Install the GA4 Tracking Code

Once your property is created, you’ll need to install the GA4 tracking tag on your website:

• If you use Google Tag Manager (GTM), set up a new GA4 Configuration Tag.
• If you use hardcoded tags, replace or complement it with new GA4 event code.

Verification is key—use the GA4 real-time reports to ensure data is flowing correctly.

3. Audit Your UA Property

Before replicating anything, review your UA setup. Make note of:

• Goals and conversions
• Custom dimensions and metrics
• Filters
• Referral exclusions
• Event tracking

Not all of these directly map to GA4, but aligning them conceptually ensures you don’t lose critical data streams or misinterpret user behavior.

4. Configure Events and Conversions in GA4

Although GA4 tracks a number of events automatically (scrolls, outbound clicks, site searches), you’ll likely need to create custom events for business-specific KPIs. This can be done using the “Events” tab in the GA4 interface or via Tag Manager.

Don’t forget to mark important events as Conversions in the admin panel. Conversions in GA4 replace the “Goals” you had in UA.

5. Link Additional Platforms

To maximize GA4’s capabilities:

• Link Google Ads for better campaign tracking and audience sharing.
• Integrate BigQuery to export raw data for advanced analysis.
• Connect with Search Console to marry organic search data with user behavior.

Best Practices to Follow

Upgrading is not just about installing a new code. It’s about rethinking your entire analytics strategy. Here are some tips to enhance your GA4 experience:

• Create Custom Dashboards: Use the “Explore” tab for advanced reporting and data visualization.
• Establish Naming Conventions: Be consistent with your event and parameter naming for clarity and tracking accuracy.
• Use the Debug View: Essential during testing, Debug View helps you validate events before they go live.
• Monitor Real-Time Reports: They help you confirm setup errors and immediate effects of changes.

Training your team to understand this new paradigm is equally important. Analytics only unlocks value when interpreted accurately.

Common Mistakes to Avoid

Even though GA4 is more powerful, it’s easy to misstep during migration. Be mindful of these common pitfalls:

• Assuming UA Goals Will Auto Transfer: They won’t. You need to recreate them as events/conversions.
• Not Configuring User ID: If you want cross-device tracking, ensure your user ID is properly implemented.
• Ignoring Data Retention Settings: GA4 defaults to a 2-month data retention period for some event data. Extend it to 14 months where necessary.
• Delaying Historical Exports: Export your UA data now. Once Google retires it completely, there’s no turning back.

What to Do After Migration

Once you’ve set up GA4 properly, continue your optimization journey:

• Monitor and Compare: Keep both UA and GA4 running in parallel for a time to ensure consistency and diagnose gaps.
• Continuously Test Events: This ensures you’re capturing the behavioral data you care about.
• Explore GA4’s Predictive Insights: Use machine learning tools like churn risk prediction to enrich marketing decisions.

Also consider creating custom audiences based on user behavior to fuel remarketing campaigns and refine segmentation strategy.

Final Thoughts

GA4 is not just the successor to UA—it’s a forward-thinking analytics system built to meet the demands of the modern digital landscape. Although the transition requires effort and planning, the sooner you upgrade, the faster you can adapt, optimize, and take advantage of the powerful new features GA4 has to offer.

Remember, upgrading properly is the key to ensuring continuous data availability and keeping your marketing decisions informed. So take the time to plan, implement, and test—your future analytics strategy will thank you.

If you haven’t made the switch yet, now is the best time. Start planning your upgrade to Google Analytics 4 today!