Make the switch to Google Analytics 4

How to migrate to Google Analytics 4

Google Analytics 4 has replaced Universal Analytics. Starting July 1, 2023, standard Universal Analytics properties stopped processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024.) Learn more about the migration timeline.

For everyone

For advertisers

1. Consider account structure
effort varies (Effort varies)

Skip this step if you have one website and/or one app.

2. Create a GA4 property and data stream
very low effort (Very low effort)
Tool GA4 Setup Assistant

3. Collect website and app data
effort varies (If applicable; effort varies)
Required only if the GA4 Setup Assistant couldn't reuse your tags.
Set up Shopify or another website builder/CMS

4. Turn on Google signals
very low effort (If applicable; very low effort)
Required for enhanced remarketing

5. Set up key events
medium effort (Low effort)
Tool Goals migration tool
Use the tool or set up key events manually

6. Add users
low effort (Low effort)
Tool User migration tool
Use the tool or add users manually

7. Link to Google Ads
low effort (Low effort)
Tool Google Ads links migration tool
Use the tool or create new Google Ads links

8. Migrate audiences
medium effort (If applicable; medium effort)
or set up new audiences

9. Validate your key events
medium effort (If applicable; medium effort)

10. Import key events into Google Ads for bidding
effort varies (If applicable; effort varies)

11. Add Analytics audiences to a campaign or ad group for remarketing
effort varies (If applicable; effort varies)

Advanced setup needs (if applicable)

Custom events, ecommerce, data import, and more

Map Universal Analytics custom events to Google Analytics 4
Only necessary if you have Category/Action/Label events

Migrate ecommerce measurement
Only necessary if you have ecommerce events

Import data
Enhance your reporting with more data sources

Link to BigQuery
Search and manage large Analytics data sets

If your business generates user IDs, use them for cross-platform, cross-device reporting in Google Analytics

Measurement protocol
Collect and send data to Google Analytics from a broad range of online and offline environments

Find the GA4 feature for your use case
The migration reference maps Universal Analytics functionality to the corresponding Google Analytics 4 functionality


You're on your way to getting the actionable, privacy-safe customer insights you need with Google Analytics 4.

What's next? View your reports or try the Explore playbook to learn how to answer common business questions with GA4.

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