Are you ready

Google Analytics 4 Migration
The Time is Now!

In July 2023 the Google Analytics you have used for years will no longer collect data...Don't Wait Until It's Too Late!

The time is now to setup the new Google Analytics 4

  • Start collecting data in your new system while old system is collecting data
  • Customize (configure) it to reflect your distinct experience before the migration
  • Begin internal training and familiarity with the new system
  • Develop reports and data exports to incorporate into workflows
  • Incorporate new GA4 data into Google advertising campaigns¬†
  • Be ready for the transition on your schedule

Full Cycle Google Analytics Migration Management

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Install GA4

Unique based on your web platform.
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Setup GA4

Configure GA4 to reflect your business.
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GA4-ward

Reporting, Training, & Maintenance

Google Analytics is the underpinning of any commercial website. As a free tool, it provides valuable information about where your website traffic comes from and how it interacts with your site. Without Google Analytics in place, there would be little value in creating a website or trying to bring it attention – it would be much easier to draft off the audiences of other sites and build profiles where your audience congregates. Luckily for businesses though, GA does exist and we can gain valuable firsthand insight about our business and the audiences that are interested in it.

While Google Analytics doesn’t update often, it has evolved over the years as website technologies advanced. With the rise of Mobile Apps, which the existing (legacy) Universal Google Analytics was not equipped to track, a second analytics platform called Firebird filled the void. This provided similar insight in how apps were consumed and such, though also created a nightmare for businesses that had both properties to manage, especially as traffic may flow from the app to a mobile site and back to the app – the lines had certainly blurred. With GA4 one of the biggest advancements was to track audiences that are accessing web content across multiple platforms and stitch that activity together.

To be able to account for mobile app activity and along with website behaviors, how the web is used. Universal Analytics typically looked at pageviews or sessions across specific URLs, driven by link click activity. As we now scroll and expand and hide content as we navigate across multiple planes, link clicks and pageviews are not going to cut it. An entire experience can live on a single page, yet how diverse people navigate and use the page differently, that activity needed to be tracked. Already UA was allowing us to create additional events, including engaging with video content, scrolling through pages, and interacting with other items that were not unique links or clicks. The new GA4 now bakes this in to the default build and while page views are included in events, GA is now looking at a wider set of activities to see if the traffic is engaged. 

The other piece of the equation, the individual URL is also out of step with how mobile apps are designed and consumed, so GA is now looking at content groups including similar type of pages or content that is being accessed. The net result is to move past looking at each individual activity across each individual url, and instead look at engagement activities across content groups – taking a step back from the data and being able to see the bigger picture of how your content is consumed in aggregate instead of individually. For those who had grown accustomed to diving into the specifics of Universal Analytics, it will take getting some use to, though in the long run should be a net positive.

There are other notable changes between UA and GA4, including Goals being replaced with Conversion Events (events that are marked as conversions), and Views are gone, though data-streams can solve for some of this, it is not a 1:1 match, and most people looking for a narrow view will be have to deal with custom reports or filtered views in the main property.

Regardless of all these details, the main takeaway is that change is upon us, and it is best to get ahead of it and not wait for it to be forced upon your business. I am reminded of the old saying that the best time to plant a tree is 20 years ago, the second best time is today. So don’t wait, reach out and let’s get your analytics up to speed!