How do I migrate from Universal Analytics to GA4?
Applies to: Universal Analytics → Google Analytics 4 (GA4)
Last updated: May 2025
Problem
Your website is using Universal Analytics (UA), which stopped collecting new data in July 2023. You need to migrate to Google Analytics 4 (GA4) and maintain equivalent tracking functionality going forward.
Solution
GA4 is a completely new platform. Migration involves setting up a GA4 property, installing tracking, and manually recreating your key configurations. GA4 will not import your historical UA data, but you can run both side by side during the transition.
Step-by-Step Migration Process
1. Create a GA4 Property
- Log in at https://analytics.google.com
- Go to Admin > Property > Create Property
- Enter your property name, time zone, and currency
- Create a Web Data Stream and copy your Measurement ID
(Full setup instructions are covered in Question 1.)
2. Install GA4 Tracking
Use either of the following options:
- gtag.js: Add the global site tag directly into the
<head>of your website - Google Tag Manager: Add a GA4 Configuration tag using your Measurement ID
Details are covered in Questions 3 and 4.
3. Rebuild Key UA Features in GA4
GA4 uses a different model. You’ll need to manually recreate any important features:
| Universal Analytics Feature | GA4 Equivalent |
|---|---|
| Goals | Marked conversion events |
| Category/Action/Label Events | Custom events with parameters |
| Custom Dimensions | Custom dimensions in GA4 |
| Audiences | Audiences (configured in Admin) |
| Ecommerce tracking | GA4 ecommerce events |
| IP filters | Data filters under Admin > Data Settings |
4. Enable Enhanced Measurement (Optional)
In Admin > Data Streams > Web Stream, enable Enhanced Measurement to automatically collect:
- Scroll tracking
- Outbound link clicks
- File downloads
- Site search activity
5. Verify Setup
Check GA4 is working correctly using the Realtime report or DebugView (covered in Question 5).
6. Preserve Your Historical UA Data
UA properties are now in read-only mode. To retain access:
- Export key reports manually (CSV, PDF, or Google Sheets)
- Use the Reporting API (if advanced access is needed)
- Consider connecting UA 360 to BigQuery (if applicable)
Key Reminders
- GA4 and UA are separate systems — data is not shared between them
- GA4 does not use Views. Use filters, comparisons, and Explorations instead
- New GA4 properties begin collecting data from the moment they are installed
Migration Checklist
- Create a GA4 property
- Install GA4 tracking
- Rebuild conversions, audiences, and events
- Enable Enhanced Measurement
- Test with Realtime and DebugView
- Export historical UA data for backup
