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From Universal Analytics to Google Analytics 4: An Experienced Digital Marketer’s Guide to Conversion Rate Optimisation

Change can often seem like a daunting prospect, especially when it involves a tool as integral to your digital marketing strategy as Google Analytics. However, as experienced digital marketers, we know that adaptation is the key to staying ahead in this dynamic landscape. Google Analytics 4 (GA4), the latest version of Google’s analytical tool, is here to revolutionize the way we approach conversion rate optimization (CRO). Let’s walk through the migration process from Universal Analytics (UA) to GA4, step by step, and discover the enhanced capabilities that GA4 brings to our CRO efforts.

Step 1: Set up a New Google Analytics 4 Property

The first step to migration involves setting up a new GA4 property within your existing Google Analytics account. This allows you to start collecting data with GA4 while still maintaining your UA data collection.

Step 2: Link Your Universal Analytics Property

After setting up your GA4 property, link it to your existing UA property. This will ensure that you can still access your UA data alongside the new GA4 data.

Step 3: Configure GA4

Next, configure your GA4 property according to your business requirements. GA4 provides a user-centric model of data collection, with a strong emphasis on event tracking. Configure your events based on the key user interactions that matter most to your CRO efforts.

Step 4: Set up Enhanced Measurement

GA4 offers Enhanced Measurement, a feature that automatically tracks certain events like scrolls, clicks, video engagement and more. Enable it to collect valuable data without the need for additional coding.

Step 5: Implement Ecommerce Tracking (If Applicable)

If you’re running an ecommerce website, implement ecommerce tracking in GA4. This will allow you to track valuable ecommerce actions and events that are crucial to your CRO strategy.

Step 6: Set up Conversion Tracking

In GA4, conversions are essentially events that you choose to report on. Identify key actions you want to track as conversions—form completions, purchases, sign-ups, etc.—and set these up in the Conversions section of GA4.

Step 7: Check Your Data

Once you’ve set everything up, it’s time to ensure that GA4 is collecting data as expected. Monitor your real-time reports and compare the data with UA to spot any discrepancies.

Step 8: Continue to Run Both Properties

It’s advisable to continue running both UA and GA4 properties concurrently for a while. This will help you ensure that you’re not missing out on any important data as you make the transition.

Step 9: Start Utilizing GA4 for CRO

Once you’re confident that GA4 is set up properly and collecting data effectively, it’s time to utilize its powerful features for your CRO efforts. GA4 offers advanced segmentation, predictive metrics, and more to help you understand your audience better and optimize conversions.

Transitioning from UA to GA4 might seem like a significant undertaking, but the enhanced capabilities that GA4 offers make it a worthy endeavor. As an experienced digital marketer, embracing this change can provide a new perspective on your data and open up new avenues for conversion rate optimization. Remember, the world of digital marketing is ever-evolving, and staying ahead requires adaptability and a willingness to embrace new tools and strategies. Happy analyzing!

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