This article is part of the Universal Analytics to Google Analytics 4 migration guide. See the migration guide table of contents.

[UA→GA4] Audience migration tool

Migrate your Universal Analytics audiences to Google Analytics 4

Use the GA4 Migrator for Google Analytics Google Sheets add-on to migrate audiences from a Universal Analytics property to a Google Analytics 4 property.

You can migrate audiences that are based on dimensions and metrics that are available in both Universal Analytics and Google Analytics 4. Audiences that are available for migration are identified as such in the migration tool. If an audience is not available for migration, you can recreate it in Google Analytics 4 using similar dimensions and metrics.

How the tool works

To use the user migration tool, you need the following access:

  • Viewer role for the Universal Analytics property
  • Editor role for the Google Analytics 4 property

After you've installed and activated the Google Sheets add-on (below), follow these steps:

  1. Import audience definitions from your Universal Analytics property to a Google Sheet.
  2. Decide how you want to export audiences from your Google Sheet to your Google Analytics 4 property (e.g., using the existing definition or modifying the definition first in the tool, then exporting).
  3. Export your audiences from the Google Sheet to your Google Analytics 4 property.

Before you begin

Here's what you'll need before you can start using the user migration tool.

 

  1. Install the GA4 Migrator for Google Analytics add-on from the Google Workspace Marketplace.

    You can also access the add-on store listing through the Google Sheets menu by selecting Extensions > Add-ons > Get add-ons, and searching for GA4 Migrator for Google Analytics.

  2. Open the add-on listing, and click Install to install the add-on.
  3. Follow the prompt to complete the installation process.
  4. After you've finished installing the add-on, open Google Sheets. Use the same Google Account that has at least the Viewer role for your Universal Analytics property and at least the Editor role for your Google Analytics 4 property.
  5. Create a new Google Sheet, and activate the add-on sidebar by selecting Extensions > GA4 Migrator for Google Analytics™ > Migrate audience definitions to GA4 from the menu.

Step 1: Import audience definitions from your Universal Analytics property

When you activate the add-on, you see the following dialog that guides you through the process.

  1. To begin the migration, use the Google Analytics Account menu to select the Universal Analytics account that includes the property from which you want to import audiences. You'll see a list of accounts for which you have at least the Viewer role.
  2. Use the Universal Analytics Property menu to select the property whose audiences you want to import. You'll see a list of properties for which you have at least the Editor role.
  3. Click Import audiences from Universal Analytics.

The import process should complete in a few seconds. You'll see a confirmation message once the process is complete.

Step 2: Decide how to export each audience

Once the import process is complete, you'll see a Google Sheet that includes audience names, definitions, and information about whether you can export the definitions to Google Analytics 4. If you can export the audience definition, the first column will say "Ready to migrate".

For each audience that you can export, you can edit its definition in the Google Sheet. For example, if the condition in Column E (Include Segment) is sessions::condition::ga:country=@Canada, then you can change that to sessions::condition::ga:country=@France (or any other country).

Once you've reviewed your audiences, you're ready to export them to a Google Analytics 4 property.

For audiences that are Not compatible with GA4, if there are comparable dimensions and/or metrics in Google Analytics 4, then you can edit the include and/or exclude statements in the Google Sheet or recreate the audiences in your Google Analytics 4 property.

Step 3: Export audiences to a Google Analytics 4 property

  1. Use the Google Analytics 4 property menu to select the property you want to export the audience definitions to.
  2. Click Migrate to start the process.

Once the process is complete, you'll see a confirmation message.

Where to see your migrated audiences in Google Analytics 4

  1. Sign in to Google Analytics.
  2. Click Admin, and navigate to the desired property.
  3. On the left, click Configure > Audiences to open the audiences table.

Related resources

See this related article about recreating UA audiences in GA4 for information about audience limits in Analytics and about sharing audiences with Google Ads.

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