Until Google Universal Analytics will Stop Processing Data...

What will you do?

Here's what we would do: 11 Steps to migrate to Google Analytics 4

1. Scan of Current Situation

Create detailed documentation of your current Google Analytics implementation, including custom data and integrations with other tools. Also question stakeholders who are using data to figure out why and where they where using the data to be able to replace their usecases.

2. KPI Session

Figure out what your company objectives are and how you can turn those into measurable performance indicators. Determine what metrics and dimensions need to be added to achieve that. This is your chance to do it right, so make sure you spend some time to get the most out of your new implementation.

We’ve written a couple of blog posts that could help you get in the right mindset to figure this out:

– Zooming out before diving in: What are you solving?
– Using data to make better decisions, faster.
Exploring the Territory & Estimating Uncertainty to Understand the Business

3. Create Implementation Document

Create a detailed implementation document outlining all code changes needed to the website and all other platforms. This is the blueprint that your developers will need in order to implement everything properly. This will include your tag management script, your dataLayer, your consent management platform (including Google Consent Mode) and all custom event code.

Resource links:
– Segment: What is a Tracking Plan

4. Configuration of Server-Side Tag Manager

Configure Server-Side Tag Manager to be able to collect data on your own subdomain in a first-party context. You will need this to minimize the impact of web browser technologies like ITP on your data. You’ll also need it to implement strict privacy-preserving measures going forward as legislature changes. Be sure to create a Company Google Cloud Platform account so you can nest all projects under the same billing account.

Resource links:
Why server-side tag manager should be part of your analytics stack
Server-side Tagging in Google Tag Manager by Simo Ahava

5. Configuration of Web Tag Manager

(Re)configure Web Tag Manager to make use of Server-Side Tag Manager and the newly implemented dataLayer as outlined in your implementation document. This will require the technical expertise to debug the browser to do quality assurance on the implemented work.

Resource links:
Install Google Tag Manager for web pages by Google
11 Reasons Why You Should Use Google Tag Manager

6. Integration of Consent Management 

Make sure you integrate your consent management platform (“cookiebanner”) with Web GTM and Server-Side GTM. This ensures that you block and fire according to the users’ consent, and thus respect their privacy. You’ll also have to integrate your consent management platform in your privacy statement somehow.

Resource links:
Consent Mode in Google Tag Manager
Google Tag Manager deployment of CookieBot

7. Take care of the Paperwork

Sign all required data processing agreements and contracts within the Google Analytics interface and list everything in your Privacy Policy. The details will vary depending on where your company is based, but it’s essential that you review this and have your legal department sign off on this.

We’re actively documenting the current status of Google Analytics’ ‘legal status’ and case updates on this page.

8. Configuration of Google Analytics 4

Configure Google Analytics 4 with all the latest best practices and settings based on your privacy requirements and business goals. Depending on your legal & privacy decisions you may want to enable or disable certain features. 

Resource links:
– Implementation Guide to Google Analytics 4 Events by Simo Ahava
How to implement Google Analytics 4 in the Most Privacy Preserving way

9. Connect GA4 to Google Suite

Connect Google Analytics 4 to all the services you want, including Google Search Console, Google Ads, Google 360 Marketing Suite and Google BigQuery. 

Resource links:
GA4 BigQuery – Connect Google Analytics 4 with BigQuery
How to link GA4 with Google Ads
– Connect Google Search Console with Google Analytics 4

10. Google Analytics 4 Training

Train your people to properly use Google Analytics 4 and get as much as possible from the data. The entire interface is overhauled, so this will require some effort to get used to. We highly recommend following Krista Seiden’s courses to get familiar with the interface. 

11. Export Google Analytics 3 to BigQuery

Use the Google Analytics API to export the historic data out of Google Analytics 3 and store it in BigQuery so you will be able to do analysis using Data Studio. 

Resource links:
Move your Google Analytics data to BigQuery in few clicks (Partner Link)

Don't underestimate this, It's a lot of work

Take into consideration that you have to take these steps together with multiple stakeholders: your developers, your digital marketers, your business stakeholders and your legal department. 

Please also take into account that in order to do a Year-on-Year comparison, you want to start collecting Google Analytics 4 data BEFORE the 1st of June 2022.

Recap: Step by Step Plan

Want to learn how to do (most of) this yourself? Take our course!

Together with Krista Seiden, we’re creating an online learning course about the technical implementation of Google Analytics 4 on her digital learning platform KS Digital Academy.

Don’t know Krista yet?

Krista Seiden is the Chief Instructor for KS Digital Academy courses and the Principal Digital Analytics Consultant with KS Digital, an analytics consultancy she founded in 2019, helping businesses make the most of their investments in digital marketing and analytics.

Previously, Krista was VP, Product Marketing & Growth at Quantcast. Prior to that, she was at Google for nearly 7 years, where she led Product Management efforts across the Google Marketing Platform and served as the external evangelist for the Google Analytics suite of products. You can follow her blog at and on twitter @kristaseiden.

Topics covered in the course:

Learn how to configure your browser for technical implementation and debugging to make sure your data quality is what you expect it to be.

Learn how to configure the Google Analytics 4 Configuration Tag with Event Parameters, User Properties and Fields to Set.

Learn how to configure Google Analytics 4 events to include custom parameters, custom dimensions and custom metrics to improve data granularity.

Learn how to implement Ecommerce data throughout the funnel, from Product Impressions all the way to Transactions.

Learn how to make Google Analytics 4 Privacy-Friendly and work well together with your Consent Management Platform, including Google’s Consent Mode.

Want to get this done right by the experts?

We totally get that this migration feels overwhelming to most, which is why we’re planning on expanding and continuously updating this web page with as many resources as possible to help everybody out. On top of that, we’re creating our online course to learn how to do most of it yourself in a guided step-by-step way.  

If you don’t want to do this yourself and rather have our professional guidance to help your company migrate to Google Analytics 4 in these 11 steps, feel free to reach out and plan a call with us to discuss the options.

We know everything there is to know about the Google Marketing Stack and we have over 10 years of experience with implementing digital analytics and tag manager solutions for our clients. You can read more about us on our homepage or our about page

Google Analytics 4 Migration

Have us handle the entire migration for you together with your web developers and business stakeholders.
15000 Starting price
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