How do I migrate from Universal Analytics to GA4?

Applies to: Google Analytics Universal Analytics (UA) → Google Analytics 4 (GA4)
Last updated: May 2025

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Problem

Universal Analytics (UA) stopped processing new data as of July 1, 2023. If you haven’t fully transitioned to GA4, you may be missing out on critical website data and reporting capabilities.

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Solution

Migration from UA to GA4 involves setting up a GA4 property, replicating key tracking configurations (like events and conversions), and updating your website tracking code or tag manager setup. While there is no one-click migration, Google provides tools and guidance to ease the transition.

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Step-by-Step Migration Guide

1. Create a GA4 Property (if not already created)

1. Go to https://analytics.google.com
2. Select your UA property
3. Click Admin > GA4 Setup Assistant
4. Choose Create property (or connect to an existing GA4 property)
5. Follow the steps to complete initial setup

The wizard may reuse some basic settings from your UA property (like timezone and currency), but custom configurations must be added manually.

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2. Install GA4 Tags on Your Website

Option A: Using Google Tag Manager

• Create a GA4 Configuration Tag with your Measurement ID (format: G-XXXXXXXXXX)
• Trigger it on all pages
• Migrate UA Event Tags to GA4 Event Tags, matching GA4’s event model

Option B: Using gtag.js

Replace or supplement your UA code with GA4’s global tag:

<!-- GA4 tag -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

If both UA and GA4 are running simultaneously, they can coexist temporarily.

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3. Migrate Events and Conversions

• Rebuild important UA goals and events in GA4 using:
  • GA4 Event Tags in GTM
  • Custom event creation in GA4 Admin > Events
  • Mark important events as Conversions

GA4 uses a flexible event model without categories, actions, or labels. Use descriptive event names and parameters instead.

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4. Recreate Audiences, Filters, and Content Groups

GA4 doesn’t import these settings automatically. You’ll need to:

• Manually create audiences in GA4
• Set up internal traffic filters
• Use content_group parameters to simulate content grouping

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5. Link Integrations Again

• Reconnect products like:
  • Google Ads
  • BigQuery
  • Search Console

Use GA4’s Admin > Product Links section.

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6. Export Your UA Data

• UA data will be deleted after July 1, 2024 (extended from original date)
• Export your historical data using:
  • CSV, Sheets, or PDF downloads
  • BigQuery export (for GA360 users)
  • 3rd-party tools (like Supermetrics, Analytics Canvas)

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Tips for a Smooth Transition

• Run UA and GA4 in parallel for as long as possible
• Document your most important UA reports and recreate them in GA4
• Use Explorations in GA4 for advanced reporting
• Watch for changes in metrics definitions (e.g., bounce rate is now engagement rate)