Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) is now essential if you want to continue tracking your website traffic and user behavior accurately — because UA stopped processing new data after July 1, 2023 (for standard versions). GA4 is the latest analytics platform from Google, built for today’s privacy standards, cross-platform tracking, and modern measurement needs.
Below is a step-by--step guide to help you transition from UA to GA4 smoothly and start gathering insights in the new system.
What Is Google Analytics 4 (GA4)?
Google Analytics 4 is the newest version of Google Analytics. Unlike Universal Analytics, which is session-based, GA4 uses an event-based model that provides deeper insights into user interactions — both on websites and apps. It also includes features like machine learning-driven insights, advanced reporting, and better privacy compliance.
Since UA no longer processes new data, migrating to GA4 ensures your analytics continue without interruption.
Key Differences Between UA and GA4
Data model: UA uses session/hits, whereas GA4 is event-based.
Reporting: GA4’s interface focuses on explorations and flexible reports.
Historical data: GA4 cannot import UA data directly due to structural differences.
Important: UA historical data won’t automatically transfer into GA4 — you will start collecting new data once GA4 is set up. It’s a good idea to export your key UA reports for future reference before discontinuing UA.
Who Should Migrate?
You should migrate to GA4 if:
✔ You’re currently using Universal Analytics
✔ Your UA property has stopped collecting data
✔ You want advanced tracking and insights
✔ You rely on analytics for marketing, conversions, or growth
Step-by-Step GA4 Migration
1️⃣ Audit Your Current UA Setup
Before creating a GA4 property, review your existing Universal Analytics implementation:
✔ List your key goals, events, custom dimensions, and custom metrics
✔ Record your UA property settings
✔ Export important reports for reference
This audit helps you plan what to re-create in GA4.
2️⃣ Create a New GA4 Property
Go to Google Analytics and sign in.
Navigate to Admin in the bottom-left menu.
In the Property column, click Create Property and select Google Analytics 4.
Enter a name, set reporting time zone and currency, and continue.
Follow the setup prompts to complete property creation.
Once created, GA4 will generate a Measurement ID (e.g., G-XXXXXXXXXX) that you’ll use to collect data.
3️⃣ Add a Data Stream
GA4 uses Data Streams to collect data from websites and apps:
In your GA4 property, go to Admin → Data Streams.
Choose Web (for a website) or App (for mobile apps).
Enter your website URL and stream name.
Save the stream — this provides the Google tag code you’ll install.
4️⃣ Install GA4 Tracking Code
To start collecting data:
Option A — Manual Tag Installation
Copy the GA4 Google tag snippet (gtag.js) from your data stream.
Paste it into your website’s
<head>section on every page.
Option B — Google Tag Manager (Recommended)
Open your Google Tag Manager (GTM) account.
Create a GA4 Configuration Tag with your Measurement ID.
Publish the container so GA4 starts tracking your site.
This allows easier future changes and consistent tag management across platforms.
5️⃣ Configure Events, Conversions & Goals
GA4 treats most interactions as events, not separate session metrics like in UA. Standard events (page views, scrolls, clicks) are automatically tracked, but you may want to:
✔ Set up custom events
✔ Mark key events as Conversions (e.g., form submissions, purchases)
✔ Migrate UA goals to GA4 where possible using the GA4 Setup Assistant or manually recreate them.
6️⃣ Run Parallel Tracking
Run both UA and GA4 together for a period so you can verify data collection and compare metrics. This also helps you get comfortable with GA4 reporting while UA is still accessible.
7️⃣ Link to Other Tools & Platforms
After GA4 is collecting data, connect it with tools you use:
✔ Google Ads – Import audiences and conversions
✔ Google Search Console – View search insights in GA4
✔ BigQuery – Export raw GA4 data for advanced analysis
✔ CRM or marketing platforms that support GA4.
8️⃣ Validate Tracking & Reports
Check your GA4 property:
✔ Look at Realtime reports to verify events
✔ Ensure conversions are firing correctly
✔ Review standard reports and custom explorations
If data isn’t showing as expected, double-check tags, streams, and configurations.
Best Practices
✔ Export key UA reports before decommissioning UA.
✔ Document your GTM setup so configurations can be replicated.
✔ Test tagging with preview and debug modes in GTM.
✔ Keep UA and GA4 running simultaneously during the transition period.
Common Migration Challenges
❌ Historical data can’t be imported directly from universal analytics to GA4 due to different data models.
❌ Reporting structures differ — GA4 focuses more on explorations and custom reports.
❌ Custom tracking needs re-creation for events and custom dimensions.
For Support
If you need help setting up or migrating to GA4 from Universal Analytics, or configuring advanced tracking on your FimuroHost hosted site, contact our 24/7 support through Live Chat, support tickets, or our official social media pages.
Frequently Asked Questions
Q1. Why should I migrate to GA4?
GA4 is the current analytics standard with event-based tracking, improved privacy compliance, and advanced insights — and it’s required because UA no longer processes new data.
Q2. Can I import my old UA data into GA4?
No. Historical Universal Analytics data cannot be imported to GA4 due to differences in data models; you should export UA reports separately if needed.
Q3. How long should I run UA and GA4 together?
It’s recommended to run them in parallel for several weeks so you can compare metrics and verify that GA4 tracking works correctly.
Q4. Do I need technical skills to migrate?
Basic understanding of Google Analytics and tag implementation helps, but with tools like Google Tag Manager, many steps can be done without deep coding.
Q5. What if I use Google Ads?
After migrating to GA4, link your GA4 property with Google Ads to import audiences and conversions for better campaign performance.
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Written by
FimuroHost Team
Technical Writer