Complete GA4 Migration Checklist
Step-by-step guide to migrate from Universal Analytics to GA4 without losing data. Complete timeline, troubleshooting tips, and everything you need for a smooth transition.
GA4 Migration Timeline
Structured approach to ensure smooth transition without data loss
Planning & Preparation
Week 1
Assess current setup and plan migration strategy
- Audit existing Universal Analytics configuration
- Document all goals, custom dimensions, and segments
- Create GA4 property and initial setup
- Set up parallel tracking (UA + GA4)
- Identify stakeholders and communication plan
Basic Configuration
Week 2-3
Configure core GA4 settings and basic tracking
- Install GA4 tracking code on all pages
- Configure data streams for web and app
- Set up basic conversion events
- Configure audience definitions
- Test tracking implementation
Advanced Setup
Week 4-5
Recreate advanced features and custom tracking
- Recreate custom dimensions as custom parameters
- Set up enhanced ecommerce tracking
- Configure custom audiences and segments
- Create calculated metrics
- Set up attribution models
Reporting & Testing
Week 6-7
Build reports and validate data accuracy
- Create custom reports and dashboards
- Set up automated reports and alerts
- Validate data accuracy against UA
- Train team on new GA4 interface
- Document differences and changes
Launch & Optimization
Week 8+
Go live and optimize based on initial data
- Switch primary analytics focus to GA4
- Monitor data quality and accuracy
- Optimize based on initial insights
- Create ongoing maintenance schedule
- Plan for UA data export if needed
Complete Migration Checklist
Comprehensive checklist to ensure nothing is missed during your GA4 migration
🚀 Pre-Migration Setup
Create GA4 Property
Set up new GA4 property with correct configuration and data retention settings
Install GA4 Tracking Code
Add GA4 tracking alongside existing UA code for parallel data collection
Document Current Setup
List all UA goals, custom dimensions, filters, and custom reports
Set Data Retention
Configure data retention period (14 months max for GA4 standard)
Enable Google Signals
Turn on Google Signals for cross-device reporting and demographics
🎯 Goals & Conversions
Map UA Goals to GA4 Events
Identify which UA goals translate to GA4 conversion events
Set Up Conversion Events
Create and test conversion events in GA4 interface
Configure Ecommerce Tracking
Set up enhanced ecommerce events (purchase, add_to_cart, etc.)
Add Conversion Values
Assign monetary values to conversion events where applicable
Test Goal Completions
Verify conversion events trigger correctly using DebugView
📊 Custom Tracking
Recreate Custom Dimensions
Set up custom parameters to replace UA custom dimensions
Configure Custom Events
Create custom events for specific business tracking needs
Set Up User Properties
Configure user-scoped custom properties for audience building
Create Calculated Metrics
Set up calculated metrics for business-specific KPIs
Configure Attribution Models
Set appropriate attribution model for your business type
📈 Reporting & Analysis
Create Custom Reports
Build reports that match your current UA reporting needs
Set Up Dashboards
Create executive and operational dashboards in GA4
Configure Audiences
Recreate important audiences for remarketing and analysis
Link Google Ads
Connect GA4 to Google Ads for conversion import and audience sharing
Set Up Data Export
Configure BigQuery export for advanced analysis (if needed)
Common Migration Issues & Solutions
Troubleshoot the most frequent GA4 migration problems
Data Discrepancies
Problem:
GA4 numbers don't match Universal Analytics
Solution:
- Different data models - GA4 uses events vs. UA sessions
- GA4 deduplicates users across devices differently
- Sampling thresholds vary between platforms
- Bot filtering settings may differ
Missing Conversions
Problem:
Conversion events not triggering properly
Solution:
- Check event parameters are correctly formatted
- Verify events are marked as conversions in GA4
- Use DebugView to test event firing
- Confirm measurement ID is correct
Report Differences
Problem:
Can't recreate UA reports in GA4
Solution:
- Use Exploration reports for complex analysis
- Create custom dimensions for missing data points
- Leverage Data Studio for advanced visualizations
- Export to BigQuery for complex queries
Team Adoption
Problem:
Team struggling with GA4 interface
Solution:
- Provide GA4 training sessions
- Create custom reports that match old workflows
- Document key differences and new terminology
- Start with simplified reports and add complexity gradually
Migration FAQ
How long does GA4 migration take?
A complete GA4 migration typically takes 4-8 weeks depending on your current setup complexity. Basic migration can be done in 1-2 weeks, but proper historical data recreation and custom reporting setup requires additional time.
Will I lose my Universal Analytics data after migration?
You won't lose your existing Universal Analytics historical data, but GA4 and UA use different data models. You can run both systems in parallel during transition and use GA4's data import features for some historical context.
What happens if I don't migrate to GA4?
Universal Analytics stopped processing data in July 2023. Without GA4, you'll have no analytics tracking for your website. GA4 is now the only Google Analytics solution available.
Can I migrate my Universal Analytics goals to GA4?
UA goals don't directly transfer to GA4, but you can recreate them as GA4 conversions using events. Our migration checklist includes step-by-step instructions for recreating all your important goals.
Should I hire someone for GA4 migration?
While basic migration can be DIY, professional help ensures proper setup, data continuity, and avoids common mistakes. Complex setups with custom dimensions, advanced segments, or ecommerce tracking benefit significantly from expert migration.
Need Help with Your GA4 Migration?
Get professional migration assistance with our comprehensive GA4 audit and setup service