Why You MUST Migrate to GA4

Matt Swulinski |
 April 01, 2023

Are you still using Universal Analytics (UA) to track your website or app traffic? If you didn’t get the memo, the time to migrate to Google Analytics was yesterday. Let’s dive into the reasons you have to make the switch to GA4.

End of Support for UA

Google has announced that it will be ending support for UA in July 2023, and that GA4 will be the default version of Google Analytics moving forward. Businesses that continue to use UA after this date may experience technical issues and may find it more difficult to access support and resources from Google.

Advanced Features

GA4 includes several advanced features that are not available in UA, including machine learning, cross-platform tracking, and user privacy controls. GA4 also offers more granular tracking of user behavior than UA. With UA, you're limited to tracking pageviews and a few other basic metrics. GA4, on the other hand, allows you to track specific user actions, such as button clicks, video plays, and form submissions. This gives you a more detailed view of how users are interacting with your site, which can help you make more informed decisions about your marketing and website development strategies.


GA4 is the future of Google Analytics. Google has stated that they will eventually phase out support for UA, so migrating to GA4 now will ensure that you're prepared for the future.

As the digital landscape evolves, it is important for businesses to stay up-to-date with the latest tracking technologies and techniques. By migrating to GA4, businesses can future-proof their tracking capabilities and ensure that they are able to adapt to new tracking requirements and regulations.

Data Accuracy

GA4 uses an event-based data model that captures more granular data about user interactions across multiple platforms and devices. This can provide businesses with more accurate and detailed data about user behavior and help identify opportunities for optimization.

Data Consistency

With the increasing importance of cross-platform tracking, it is important for businesses to maintain consistent data across multiple platforms and devices. By using a unified data model, GA4 can help ensure that businesses have consistent and accurate data across all channels.

Privacy Regulations

Privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) require businesses to provide users with more control over their data and require businesses to be more transparent about their data practices. GA4 includes several features that help businesses comply with these regulations, such as user-centric measurement and built-in consent controls.

But what about the transition process? Don't worry, it's not as daunting as it may seem. You can start by creating a new GA4 property alongside your existing UA property, and then gradually phase out your use of UA as you become more comfortable with GA4.

Of course, there are some challenges to migrating to GA4. For example, because it's a newer product, it may not have all the features or integrations you're used to in UA. Additionally, transitioning to GA4 may require some additional setup and learning.

However, the benefits of migrating to GA4 far outweigh the challenges. By making the switch, you'll be prepared for the future of digital tracking and have access to the latest tracking technologies and features. Failure to migrate to GA4 may result in technical issues, inaccurate or inconsistent data, and difficulty accessing support and resources from Google. Therefore, it is strongly recommended that businesses migrate to GA4 as soon as possible to ensure that they are able to continue tracking user behavior accurately and effectively.

So, what are you waiting for? Start exploring GA4 today and see how it can help you gain valuable insights into your website or app traffic!

If you'd like to learn more about how we can help you unlock the power of your own data by migrating to GA4, we'd be happy to discuss it with you in a free audit of your Analytics platform.

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