Migrate to Google Analytics 4

Switch from UA to GA4 seemlessly and start building a data history as soon as possible.
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics

Our GA4 Migration Process

Why you need manual GA4 Migration?

Differences in Data Models

GA4 uses a different data model that focuses on events and user properties rather than sessions and pageviews. This means that some reports and metrics you are used to seeing in Universal Analytics may not be available in GA4 or may be presented differently.

Need for Additional Configuration

While the automatic migration of properties to GA4 is convenient, it may not provide all the necessary configuration for your specific needs. Manually migrating to GA4 allows you to customize the setup to meet your specific requirements, which may be important for larger or more complex websites.

Bidding to GA4 conversions

If you allow Google to migrate your conversions without checking them, you’re assuming that the actions they migrated from Universal Analytics (UA) are still relevant. If you also let Google bid to those conversions in Ads, you risk spending money on a process that isn’t optimized for your current objectives.

GA4 Data Schema

The GA4 data schema is a new and efficient way to collect data. However, using automigration without proper evaluation will immediately compromise your data quality and make your GA4 property excessively disorganized.

Freebie Alert: Download the GA4 Data Quality Audit PDF

Get a taste of what data quality audit looks like.

We are proud partners
with Google

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.

More from us on GA4


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.
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