[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#FFFFFF” custom_padding_tablet=”30px||30px||true|false” custom_padding_phone=”30px||30px||true|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Google has recently implemented a new tool<\/a> that will help Google analytics users migrate their universal analytics (UA or GA3) conversions to GA4 directly. It aims at facilitating the migration from the current version, which will be officially shut down\u00a0 by end of June 2023 according to Google. <\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n In Universal analytics, we have 4 goal types: Destination, Duration, Pages\/screens per session and event:<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/wearekemb.com\/wp-content\/uploads\/2023\/01\/Goal-types-UA-.png” title_text=”Goal-types-UA-” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n However, this is not the case in GA4. The newer version is completely event-based. And a conversion is technically a \u201cvery important event\u201d for your business (to track an event as a conversion in GA4, all you have to do is turn the \u201cMark as conversion\u201d toggle in the Events section to ON.) Therefore, the only goal types that can be migrated from the list above are the destination and event goals. (Destination goals can migrate because they are set up as custom events. It could be a \u201cThank you\u201d-page after a user signs up for example. A custom event set up in GA4 would look like this:<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/wearekemb.com\/wp-content\/uploads\/2023\/01\/create-event-1024×426-1.png” title_text=”create-event–1024×426″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Before the migration tool existed or if you opt for not using it, you will have to set and migrate all your conversions in GA4 manually. For this we recommend setting up an excel file that documents your conversions (which is the reasonable thing to do even with the tool in order to provide your teams and co-workers with an overview of what is tracked in Google Analytics). The steps are as follows:<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/wearekemb.com\/wp-content\/uploads\/2023\/01\/ua-goals-.png” title_text=”ua-goals-” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||-30px|||” custom_padding=”||0px|||” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Now that we have reviewed the \u201cstandard\u201d process, let\u2019s take a closer look at the functionalities and capabilities of this tool.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”-22px|||||” custom_padding=”13px|||||” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n For each eligible UA goal you select, the tool will automatically<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/wearekemb.com\/wp-content\/uploads\/2023\/01\/migration-tool-1024×342-1.png” title_text=”migration-tool–1024×342″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” min_height=”29px” custom_padding=”17px|||||” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n After completing the 5th step, you will be directed to the following screen below that will highlight all the details of your UA goals and how they will be re-named in GA4. [\/et_pb_text][et_pb_image src=”https:\/\/wearekemb.com\/wp-content\/uploads\/2023\/01\/tool-1024×535-1.png” title_text=”tool-1024×535″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Naturally, there are certain implications associated with the use of the tool that you need to take into account. Therefore, we would like to summarise for you the key observations we made during the implementation. The migration tool has just rolled out. So technically, it is still in beta version, and a lot of improvements are expected but naturally this would be considered as a double edged sword especially for a tool that is still in it\u2019s infancy. However, this tool, in our opinion, is not always recommended to use. Therefore, here are some pros and cons. \u00a0<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”||10px|||” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n As previously mentioned, the tool is still in its infancy. It has a lot of space for improvements. But naturally, this is a double edged sword.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”||10px|||” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”||10px|||” text_font_size_phone=”12px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n We hope that by sharing our insights on the new tool, we can make the process of migrating conversions a little easier for you, and we look forward to hearing all about your experiences. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Google launched a new tool to help migrating Conversions from Universal Analytics to Google Analytics 4. We take a look at the Pros and Cons.<\/p>\n","protected":false},"author":7,"featured_media":7067,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[26,25],"tags":[31],"class_list":["post-2345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-reporting-en","category-digital-marketing-en","tag-google-analytics"],"yoast_head":"\n
The company has been under scrutiny this year, after the CNIL (french data protection agency) has decided in February that the use of the current version of Google analytics (UA) is not GDPR compliant<\/a>, and thus is \u201clabelled\u201d illegal. Google has been pushing a lot of changes to the new GA4 version directly (like IP anonymization, Google Consent Mode, possibility for server-side tagging), and thus steering their product to be as compliant with data privacy laws as possible, knowing that actually only full compliance will suffice. Among their improvement efforts, they have introduced the conversion migration tool.<\/p>\nComparing UA to GA4<\/h2>\n
Migrating without the migration tool<\/strong><\/h3>\n
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Migration with the tool:\u00a0How does it work?<\/strong><\/h3>\n
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To access the tool in GA4<\/strong><\/h3>\n
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You could then choose whichever UA goal you would like to migrate.
Some of the goals will be marked in grey, meaning these conversions are not eligible for migration.\u00a0<\/p>\nThoughts and comparisons<\/strong><\/h2>\n
Pros<\/strong><\/h3>\n
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Cons<\/strong><\/h3>\n
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Time for the move<\/h2>\n
You have not yet moved to Google Analytics 4 or are currently looking for an alternative to ensure future proof GDPR compliant tracking of data? Seen that Universal Analytics will officially shut down in a few months,\u00a0<\/span>now<\/strong>\u00a0<\/span>is the right time to get all the required adjustments up and running to\u00a0<\/span>migrate to the new GA4 version<\/a>. And brace yourself for learning and utilising the new setup that is quite different from what you were used to. Prepare yourself for using and learning this new setup in the fullest extent possible. Feel free to\u00a0<\/span>get in touch with us<\/a>\u00a0<\/span>without any obligation. Our experts will be happy to discuss how we can support you throughout the process of migration and help you implement an individually tailored setup to meet your needs.<\/p>\n<\/ol>\n