With the deadline for the migration to GA4 from Universal Analytics 3 around the corner, marketers are keenly working on the preparation process for the shift, which otherwise will make it impossible for them to access their incoming analytics data.
To facilitate the process and its aftermath, Google is providing support to its users in various ways. And, to take it a step further and reiterate the importance of migration, Google has recently released documentation on how its own media team managed its upgrade to Google Analytics 4.
Here are a few insights from Google’s Media Lab GA4 migration process:
Over the last two years, Google's media team has planned and executed this transition. While creating consistency was their primary goal, they also had several other objectives for our Google Analytics 4 upgrade. They are responsiveness, privacy, and actionability at scale.
To accomplish those goals, they needed to move away from regional and product area fragmentation, which arises as a result of when marketers focused on different geographies and products report and analyze data in many different ways.
Thus, to achieve these, they collaborated with the Marketing Technology team, which is in charge of not only carrying out Google Analytics but also managing its use post-upgrade.
And, according to the company, the migration to GA4 bought them several benefits, like the ones below: