24 Feb How to build your Universal Analytics to GA4 migration strategy
Posted at 20:46h in Analytics, Digital & E-Commerce 0 Comments
Are you ready to make the switch from Universal Analytics (UA) to GA4? If so, it’s important to have a clear migration strategy in place to ensure a smooth transition. Keep reading to learn recommended steps to help you build your strategy.
1. Identify your key objectives.
What do you hope to achieve with GA4? Do you want to improve tracking and measurement, enhance user privacy, drive conversion rate optimization, or gain a deeper understanding of user behavior? By identifying your key objectives, you can tailor your migration strategy to meet your specific needs.
2. Assess your current UA setup.
Take stock of your current UA setup and identify any custom tracking or advanced features that you are using. This will help you determine what needs to be carried over to GA4 and what can be left behind.
3. Determine your GA4 tracking strategy.
Based on your key objectives and current UA setup, determine what your tracking strategy should be in GA4. This may involve setting up new custom events, adjusting your data model, or implementing new measurement methods.
GA4 uses a hit-scoped tracking model which means you won’t have to worry about session vs. hit vs. product scoping anymore. For those with a complex tracking structure in UA, this may be a relief where you’re able to simplify to the single hit-scope. If your UA implementation was fairly simple, this is a great opportunity to build a robust strategy.
We recommend building a wish-list of all the events you would like to track, then in adjacent columns identify the parameters you would like to send along with each event. You will want to make sure the parameters you choose help to identify the event (e.g. where did it happen? What did the user do to fire this event? What defining features of this page do I want to analyze later?) and also identify any defining features about the user (i.e. User ID? Are they in the loyalty program?)
Here is an example table of how you might start to draft this for your website:
|Event||Parameter 1||Parameter 2||Parameter 3|
|Navigation Click||Navigation Item Clicked||Location of the Navigation||Site Language|
|CTA Click||CTA Name||CTA Location||Site Language|
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