Migrating to GA4: Critical to Measuring Website Success

By Garrett Nafzinger

In today’s digital marketplace, measuring your website’s performance is critical to your business’s success. Thus the importance of migrating from Universal Analytics (the past version of Google Analytics) to Google Analytics 4 (GA4). Moving to GA4 is more than just an upgrade; it is a pivotal move that could help you understand how to ensure the success of your business.

Understanding How Google Ads and GA4 Work Together

One of the most significant reasons for this transition lies in the strong connection between GA4 and Google Ads. If your business relies on Google Ads or will in the future, it’s important to understand how the platform works to get you the best results. Machine learning and artificial intelligence within Google Ads enable the platform to understand and determine what success means for your business. Google Ads constantly learns and receives data from Google Analytics to refine your campaigns for improved outcomes.

Your Website: Your Sales Powerhouse

Your website is more than just a digital presence; it’s one of your most effective salespeople. Therefore, the importance of having insights into its performance can’t be overstated.

Performance Insights

With GA4, you can obtain deeper insights into user behavior on your website. It goes beyond tracking page views to providing comprehensive user journey data. This could include how they interact with your site, the content that draws their interest, and where they decide to purchase (convert) or leave your site.

Understand The Impact of Website Changes and Marketing Efforts

GA4 equips you to understand how changes you implement impact your revenue. It allows you to identify which changes drive conversions and which don’t contribute to your bottom line. Having properly configured Google Analytics also will help you understand the value of your marketing efforts and which leads to the best ROI.

Migrating to GA4 Helps Futureproof Your Business

Migrating to GA4 isn’t just about immediate gains. It’s also about future-proofing your business. Google has clarified that GA4 is the future of its analytics offering. Thus, migrating now will ensure that your business stays on the leading edge, equipped with the latest tools and capabilities to harness the power of data for growth.

Reconsider or Avoid the Auto-Migration from Google

Google does have an auto-migration option to update your property to GA4. Though convenient, auto-migration only carries over a basic data set. It does not include all the customized configurations or goals you have set up in your Universal Analytics (UA) property.

Choosing auto-migration could mean losing critical pieces of information. With the help of a GA4 expert, a manual migration ensures your unique business setup and specific data requirements are preserved.