There are many concepts that we are used to regarding Universal Analytics that, in the transition to Google Analytics 4 , we see that they need to be deconstructed. To better understand some of these concepts, it is recommended to explore the platform through the demo account.
Even though this topic is extremely recurrent in the world of Digital Marketing, it can be difficult to understand the need for the transition. One of the main reasons for this change is that the decision has already been made, that is, Google already has a deadline for the shutdown of UA.
Furthermore, reducing the impacts caused by changes between platforms and taking advantage of new features (such as predictive insights and accurate anomaly detection) are other reasons that reinforce the importance of an agile transition. It is important to remember that if the change is made at the last minute, there is a risk of there not being enough historical data for the transfer to be carried out successfully.
So, to help you with this change, we have prepared a complete transition plan! It is based on cases that MATH MKT has experienced with clients and is divided into three macro stages: evaluation, implementation and optimization.
Assessment
This stage requires planning, preceding any action involving the transition. It is the ideal time to malaysia phone number example immerse employees, educate them on the importance of the transfer, present the metrics plans and seek to understand the plans, that is, at this stage it is necessary, first of all, to understand the business objectives.
Implantation
This is the stage where GA4's advanced configuration takes place, ideal for enabling the necessary integrations, creating customized events (also trying to understand them) and implementing custom dimensions and metrics. Now, 1st data party is also recommended so that your setup is advanced and has a complete configuration.
Optimization is used to validate the implementation stage. It is necessary to know if the data is “ready”, if the team has been properly trained and to cover the cases to understand the metrics and compare them with those recorded in the UA. Finally, it is necessary to confirm the election of GA4 as the standard tool for performance and marketing analysis.
Want to learn more about how to move forward with your transition plan on Google's Web Analytics platforms? Watch the full video on our YouTube channel, where our Tech Lead, Iago Gomes , clearly explains the steps of the migration process.