Upgrade Your Website Analytics: Why You Need to Switch from UA to GA4

Posted by David Terry on April 18, 2023

As a digital marketing expert, it is essential to track user behavior and engagement to optimize your online presence. While Universal Analytics (UA) is a popular analytics tool, it's time to upgrade to Google Analytics 4 (GA4). In this post, we'll discuss the reasons why upgrading to GA4 analytics is crucial, how to do it, and identify our sources.

First, let's understand the difference between UA and GA4 analytics. Universal Analytics is the current standard for web analytics that tracks user behavior and interactions on websites. It uses cookies to collect data and relies heavily on page views and sessions to track user activity. On the other hand, Google Analytics 4 is the latest version of the analytics platform that focuses on event-based tracking, providing website owners with a more in-depth understanding of user behavior and engagement. GA4 uses machine learning algorithms to analyze user data and offers real-time insights into user behavior, making it a more powerful analytics tool.

Why Upgrade to GA4 Analytics?

Improved User Tracking: GA4 analytics tracks user behavior beyond pageviews and sessions, providing website owners with a more detailed understanding of user interactions with their website. With GA4, you can track user actions such as scrolling, clicks, video views, downloads, and much more. This allows website owners to create a more personalized user experience for their visitors and optimize their website accordingly.

Better Cross-Device Tracking: With the proliferation of mobile devices, cross-device tracking has become crucial for website owners. GA4 analytics has improved cross-device tracking, enabling website owners to understand how users interact with their site across various devices, including smartphones, tablets, and desktops. This information is invaluable for optimizing your website for mobile users and improving the overall user experience.

Real-Time Data: GA4 analytics offers real-time data, allowing website owners to monitor user behavior and engagement on their site in real-time. This means that you can quickly identify issues and make necessary changes to your website to improve user experience and engagement.

Machine Learning Insights: GA4 analytics uses machine learning algorithms to analyze user data and provide insights into user behavior, enabling website owners to make data-driven decisions. With machine learning insights, you can gain a deeper understanding of your audience, improve your targeting, and create more effective digital marketing campaigns.

Future-Proofing: With the rise of privacy concerns and data regulations, it is essential to future-proof your website analytics. GA4 analytics is designed to comply with data privacy regulations such as GDPR and CCPA, ensuring that your website analytics are compliant with current and future regulations.

How to Upgrade to GA4 Analytics:

If you're currently using Universal Analytics (UA) and want to upgrade to Google Analytics 4 (GA4) analytics, here's how to do it:

    1. Create a GA4 property: First, you need to create a GA4 property in your Google Analytics account. Go to your Google Analytics account, click on the "Admin" tab, and then click on "Create Property." Select "Web" as the property type and follow the instructions to create your GA4 property.

    2. Install GA4 tracking code: Once you've created your GA4 property, you need to install the GA4 tracking code on your website. You can find the tracking code under the "Data Streams" section in your GA4 property. Copy the tracking code and paste it into the header of your website.

    3. Enable UA-GA4 measurement: To ensure that your existing UA data is imported into your new GA4 property, you need to enable UA-GA4 measurement. Go to the "Admin" tab in your GA4 property, select "Data Streams," and then click on the "Set up UA-GA4" button. Follow the instructions to enable UA-GA4 measurement.

    4. Configure data import: Next, you need to configure data import settings to ensure that your historical data from UA is imported into your GA4 property. Under the "Admin" tab, select "Data Import," and then click on "Set up data import." Follow the instructions to configure your data import settings.

    5. Test your tracking: Once you've completed the above steps, it's essential to test your tracking to ensure that data is being collected correctly. Use Google's Tag Assistant Chrome extension or Google Analytics Debugger to check that the GA4 tracking code is installed correctly and data is being collected.


Upgrading your website analytics to GA4 may take some effort, but the enhanced user tracking, cross-device tracking, real-time data, and machine-learning insights will make it worth your while. With GA4, your website can reach its full potential. If you need assistance with the upgrade process, contact a professional digital marketing agency like The Brit Agency.

Topics: B2B Inbound Marketing