Why migrate from Universal Analytics to GA4?
Collect your historical data
Universal Analytics will stop processing data in 2023 and to have a year-on-year data history, you need to start a new data history as soon as possible.
Measure by events
A user will not re-trigger several hits in the same session anymore.
With GA4 you can create more accurate reports and better understand your users' behavior by measuring by events.
Control your data with greater privacy
Adapt to current and future privacy regulations easily with Google Analytics 4 privacy controls.
We evaluate your current UA configuration
We analyze and audit your current configuration in Universal Analytics, and propose recommendations to optimize the tracking of your website in Google Analytics 4.
We set up your new GA4 account
We set up the new GA4 property and everything you need (data sources, events, audiences, etc.) so you can start using GA4 right away.
Final review
Once everything is set up, we guide you through the platform to show you the main changes compared to Universal Analytics, so you can start using GA4 with confidence and agility.
Still hesitating? Some advantages of GA4
Measure on multiple platforms
Google Analytics 4 integrates with Firebase, allowing you to track the same event across multiple platforms and better attribute conversions.
More segmentation options
Unlike Universal Analyics, you can now create event-based segments and use them for your marketing campaigns.
More precise attribution
GA4 goes beyond Last Click: it now takes into account all user clicks until they complete a conversion.
Advanced analytics and reporting
With GA4 you have free access to tools that were previously only available to GA360 users.
Integration with BigQuery
Process your data quickly and run large-scale analysis thanks to BigQuery integration.
Unsampled data
Data sampling has been eliminated in GA4: you can collect unlimited data and ensure that you make your decisions with reliable information.
With Adsmurai we share a passion for innovation and constant improvement. We are the same team, working hand in hand for the same goals, adapting and conquering any challenge we set ourselves.
- Marta Cubiñá, Advertising Department at Mango
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How long does the migration take?
The implementation is usually completed two weeks after obtaining everything detailed in the requirements (mainly accesses).
This period can be extended if there are blockages for which we need the advertiser's collaboration (for example, lack of data in the Google Tag Manager dataLayer in case new events need to be added). -
What is included in the GA4 migration service?
Our GA4 migration service includes:
- Configuration of data sources
- Cross Domain Measurement
- Exclusion of internal traffic and referrals
- Audience generation
- Google Signals data collection to share audiences from Google Analytics 4 to Google Ads
- Event definition and set up (Scroll, Video engagement, file download, button click, link click, outbound link click, exit link, social media link click, tab change, Site search, etc.)
- Creation of visualization dashboards of the conversion funnel.
Need anything else? Let us know.
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From which e-commerce platforms do you migrate?
- Woocommerce
- Shopify
- Magento
- VTEX
- Funnel page
- Laravel or other custom website
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Does Google Analytics 4 use cookies?
GA4 uses first-party cookies, which allows it to comply with privacy laws such as GDPR.
In addition, GA4 is designed to work with or without cookies, so it incorporates machine learning and statistical models to fill in data gaps as the world becomes less and less reliant on cookies. -
How does GA4 collect data?
Google Analytics 4 collects the following information by default:
- Number of users.
- Session statistics.
- Approximate geolocation.
- Browser and device information.
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Can I use Universal Analytics and GA4 at the same time?
What we recommend is to run UA and GA4 in parallel so that GA4 can start collecting data before UA is no longer supported.
There is no negative consequence to running UA and GA4 simultaneously, and it is the best strategy for you to start collecting historical data on your GA4 property. -
Is Universal Analytics or GA4 better?
Google Analytics 4 offers much more robust and reliable cross-device and cross-platform tracking than Universal Analytics, as both web and app data use the same schema in GA4, whereas in Universal Analytics this is not the case.
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Is there a difference between Google Analytics 4 and Google Analytics 360?
Google Analytics 4 (GA4) is designed to replace both Universal Analytics (UA) and Google Analytics 360 (GA360), which will become obsolete in 2023.
UA accounts will stop collecting data as of July 1, 2023, while GA360 accounts will stop collecting data as of October 1, 2023. Thereafter, GA4 will become Google's sole data analytics platform. -
Why should I migrate to Google Analytics 4? And why now?
There are several reasons why you should migrate now to Google Analytics 4:
1. It allows for cross-platform tracking (web and apps)
Although there are no views like in Universal Analytics, GA4 data streams are essentially different "views" of your data that can be created based on certain criteria. For example, you can create a data stream for web traffic, another data stream for app traffic, or even a data stream for traffic from a particular country.
2. Allows you to create more advanced analytics and reports
The new reporting section of Google Analytics 4 provides tools to run more advanced and complex analyses than Universal Analytics.
3. Integrates with BigQuery
You can now export your data to BigQuery and then use SQL to run complex queries that would not be possible in UA.
4. Gives you better insights thanks to Machine Learning
GA4 uses so-called "probabilistic matching" to join data from different sources and give you a more complete picture of your users.
5. Improved attribution model
Three types of attribution models are available in GA4: cross-channel rules-based models, ads-preferred rules-based models and data-driven attribution.
6. Predicts purchase and churn probability with Machine Learning
GA4 uses Machine Learning to predict the probability of purchase and abandonment of each individual user with the insertion of predictive metrics.
Any other crucial reasons you would highlight?
Besides #1, of course: Google is not going to give you a choice.