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UPSIDE of Google Analytics 4

We make it easy to migrate to GA4 and unlock its full potential to gather powerful insights that lead to data-backed actions.
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400+ eCommerce, SaaS brands & Agencies are taking better data driven decisions,
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“Understanding customer journey and being able to map it is one of the greatest insights we’ve got from MarketLytics.”​
Luke Harrison
Luke HarrisonDirector of Digital Marketing,
Marketing, HVMN
“Marketlytics built us a lot of custom metrics that we otherwise were not able to find.”
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Cherie McCabeeCommerce Manager
Kindred Bravely
“What I like about Marketlytics is that their plan is specific for us and not generic.”
Sujan Patel
Sujan PatelCEO,
Mailshake
“Hussain (from Marketlytics) has worked with our agency for several years and is an expert in the field of analytics and conversion tracking. MarketLytics has helped with very complex issues innumerable times and we are so glad to have them available to support us “
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Sarah EdwardsChief Operating Officer
OMG Commerce
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Our Case Studies

iPR Case study

GA4 migration at scale - How we migrated 120 websites for iPR Software

IPR Software, a CMS platform for news sites, faced a challenge when their analytics dashboard on the Universal Analytics (UA) platform became obsolete without backward compatibility, despite having 120 live websites on the platform.
Read Case Study

What can we do for your
Google Analytics 4?

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Upgrade to GA4 with confidence

Our bespoke GA4 migration services will guide you through the entire process, ensuring your data is accurately transferred to GA4.

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We will make sure you can trust your GA4 data

In our data quality audit, take a look at your GA4 setup and give you a full breakdown on the good, the bad, and the ugly with recommendations of how you can improve.

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Help you take “data-backed” actions

Convert your data into insights with our GA4 reporting setup. We'll set up tracking, create custom reports and dashboards, and integrate with other tools for powerful analysis.

iPR Case study

GA4 migration at scale - How we migrated 120 websites for iPR Software

IPR Software, a CMS platform for news sites, faced a challenge when their analytics dashboard on the Universal Analytics (UA) platform became obsolete without backward compatibility, despite having 120 live websites on the platform.
Read Case Study

Our GA4 Migration Process

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Want to add a new website to your GA4 account?

Here’s our step by step guide on how to do it yourself. We’ve broken it down enough for you to have all the fine details that matter. If you’d rather let us do it, we’re here to help.
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Freebie Alert: Download the GA4 Data Quality Audit PDF

Get a taste of what data quality audit looks like.
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Read More About GA4 Migration

Why you should opt out of automatic migration?

Our take on the automatic migration to GA4, the new features, data models, and why you might want to opt out.

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FAQ's

While UA and GA4 share some similarities, there are several key differences between the two:

  • Event-Based Data Model: UA was based on both page views and events, whereas GA4 is entirely based on events. Every action in GA4 is considered an event, including page views.
  • Event Tracking: UA events allowed for only four parameters (category, action, label, and value), while GA4 allows for up to 25 parameters per event.
  • Cross-Platform and Device Tracking: In UA, app tracking and website tracking were separate. In contrast, GA4 allows for tracking of user activity across devices and platforms, as well as offline tracking in one place.
  • User Data Control: GA4 includes built-in features that enable organizations to comply with user data deletion requests, a requirement under new privacy and data control laws and regulations.
  • E-commerce Tracking: Enhanced e-commerce tracking is much easier to implement in GA4.
  • BigQuery Integration: Data can be sent directly to a data warehouse in GA4 without requiring a third-party data connector.
GA4 is free. However, there are certain limits, and if you do hit those limits, then you might consider upgrading to the paid version of GA4.
You should switch to GA4 as soon as possible. Google will discontinue Universal Analytics on 1st July 2023 and there will be no backward compatibility for UA data. So an earlier switch means more historical data.
You can learn more about us by visiting our website https://marketlytics.com

We welcome feedback and complaints at hello@marketlytics.com

Last updated on: January 29, 2025