Migrated to Google Analytics 4, What Next?

Preparing for Google Analytics 4

Migrating to Google Analytics 4 is only the first step. To get meaningful insights, you should first define the business goals you want to measure.

Examples include form submissions, CTA button clicks, link clicks, purchases, and other important user interactions that can later be imported into Google Ads.

Create a GA4 Property

After migration, create a dedicated GA4 property with a clear naming convention, such as including 'GA4' in the property name.

Configure the correct reporting time zone, currency, platform (Web, Android, or iOS), and data stream to ensure accurate data collection.

Enable Enhanced Measurement

Enhanced Measurement automatically tracks page views, scrolls, outbound clicks, site searches, file downloads, and other important interactions.

Make sure this feature remains enabled so you collect valuable behavioral data without additional configuration.

Configure Connected Site Tags

Connected Site Tags allow cross-domain measurement, enabling you to identify the same user across multiple websites owned by your business.

Review Google Tag Manager Settings

Configure GA4 Events correctly inside Google Tag Manager. Even if you are not using advanced tracking, verify that the default GA4 configuration tag is working properly.

Validate Your Installation

Use DebugView in Google Analytics 4 to verify that events are firing correctly and that data is reaching your GA4 property.

Important Initial GA4 Settings

After migration, review the following settings before relying on your reports.

• Keep Enhanced Measurement enabled.
• Create filters for internal traffic.
• Configure site search parameters.
• Enable cross-domain tracking where required.
• Remove unwanted referral domains.
• Increase data retention from 2 months to 14 months.
• Configure User ID or Device ID measurement.
• Verify everything using DebugView.

Review GA4 After the First 24 Hours

Within the first day, Google Analytics 4 begins collecting enough data to suggest useful events and dimensions.

Create Custom Definitions for important parameters so they become available in reports and BigQuery exports.

Perform Regular GA4 Testing

GA4 should be tested regularly after implementation to ensure all tracking continues to function correctly.

• Verify all configured events.
• Validate event parameters.
• Check audience membership.
• Confirm User ID implementation.
• Review possible data loss caused by ad blockers or browser privacy settings.

GA4 Migration Checklist

Use the following checklist after migrating from Universal Analytics.

• Enable Enhanced Measurement.
• Verify reporting time zone.
• Configure BigQuery export.
• Enable cross-domain tracking.
• Increase data retention period.
• Configure Google Tag Manager correctly.

Ready to Get Started?

Setting up Google Analytics 4 may take anywhere from a few hours to a full day depending on your website size and tracking requirements.

Once configured properly, GA4 provides significantly richer insights than Universal Analytics and supports better data-driven decision making.