Complete GA4 migration checklist covering planning, implementation, validation, and optimization to avoid data loss when migrating from Universal Analytics.
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Complete GA4 migration checklist covering planning, implementation, validation, and optimization to avoid data loss when migrating from Universal Analytics.
Can I import historical UA data into GA4?
Migrating from Universal Analytics to GA4 requires careful planning to avoid data loss and tracking gaps. With Universal Analytics shut down in July 2023, GA4 is now the only option. This comprehensive checklist ensures a smooth transition.
Pre-Migration: Planning Phase
Step 1: Audit Your UA Setup
- Document all custom events, goals, and ecommerce tracking
- List all custom dimensions and metrics in use
- Export critical UA reports as historical baselines
- Identify all properties, views, and filters
- Document integrations (Google Ads, Search Console, BigQuery)
- Audit all GTM tags sending data to UA
Migration: Implementation Phase
Step 2: Create GA4 Property
- Create new GA4 property in Google Analytics
- Enable Google Signals for cross-device tracking
- Set data retention to 14 months (maximum)
- Set up BigQuery linking immediately (free for GA4)
- Configure data filters (exclude internal traffic)
- Enable Enhanced Measurement
Step 3: Implement GA4 Tracking
Step 4: Migrate Custom Events
Convert all UA custom events to GA4 format. GA4 uses lowercase_with_underscores naming. All ecommerce events must use GA4 schema with items array.
Post-Migration: Validation Phase
Step 5: Test Everything
- Use GA4 DebugView to verify events
- Check ecommerce events include full items array
- Verify user_id consistency for logged-in users
- Test cross-domain tracking if applicable
- Confirm enhanced measurement events appear
- Validate conversions trigger correctly
Step 6: Compare Data
Expect 5-15% differences between UA and GA4 due to different data models. Session counts will differ. Bounce rate is replaced by engagement rate. Ecommerce revenue should match within 2-3%.
Migration Timeline
- Week 1-2: Audit UA, create implementation plan
- Week 3-4: Create GA4 property, implement basic tracking
- Week 5-6: Migrate custom events, set up ecommerce
- Week 7-8: Testing, validation, report building
- Week 9-12: Parallel running, data comparison, team training
Can I import historical UA data into GA4?
How long should I run UA and GA4 in parallel?
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