Google Analytics 4 migration – Defining your action items

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Google Analytics 4 migration/setup week

Let’s create your action items:

# 1 – What do you need and do you need GA4?
Write down for which DECISIONS you currently use Google Analytics data? And write down for which DECISIONS you want to use in the future? The decision is critical here. I am not talking about some random dashboards; using the data to enrich or speed up decisions is essential. Make a list with 4-5 bullets.

# 2 – Go for GA4 or check alternatives
Based on your requirements, check if GA4 matches them. If there are points you are uncertain about, talk to other people with more GA experience. Check other alternatives (Segment, Rudderstack, Amplitude, Mixpanel, Snowplow, Matomo,…) against your requirements. Decide on how to move forward.

# 3 – Define what you need to measure
If you go with GA4, it’s a complete new setup. So time to think about the right design. GA4 is event-based, so you need to define your business’s 8-10 core events. Take your customer lifetime touchpoints as a reference. And trust me, 8-10 is perfect for a start, not more. Don’t try to copy your old GA setup. This is a brand new start – take the chance to build something better.

# 4 – Quick implementation and rollout
Block dev resources – implementing 8-10 events should be doable in a week. Test the implementation make sure that everything is tracked as you have defined it. The setup can and will be extended over time. So start small but be quick.

# 5 – Create a GA universal sunset setup
When GA stops supporting GA universal at some point (currently in 17-20 months), your old data will disappear. You can export your essential reports to CSV or Google Spreadsheets (which could be used as a source for Data Studio). Watch the space; there will be more solutions coming up.

# + – If you need help with these steps, look for data agencies. But be aware, they might be overbooked quickly. If you work with someone external on this project, check their references. How many GA4 setups have they done (ask them how they plan to define user properties)? Even when there is time pressure, be selective. At deepskydata ApS, we develop a fast track setup for GA4 – up and ready in 1-4 weeks (core setup). I will post when we have it ready.