In July 2023, Google’s Universal Analytics (UA) platform will stop processing new data. In its place Google Analytics 4 (GA4) has been introduced. Whilst you can continue to use UA until this deadline, you may prefer to get started with GA4 sooner rather than later so you’re comfortable with the new platform, and you’ll have some historical data to work with, before the old one becomes obsolete.

Unfortunately, you cannot port your UA data and configuration into GA4 and will need to set up a completely new account and profile from scratch.

The sooner you start collecting data in GA4, the more historical data you’ll have captured and the smoother the transition between the two platforms will be when the time comes.
Andy Headington, CEO

However, unlike setting up a Universal Analytics’ profile, migrating to GA4 shouldn’t be undertaken lightly. With data privacy by design and advanced reporting features previously only available to GA360 accounts, GA4 requires more configuration and planning.

That’s where we come in!

Your GA4 implementation partner

Get in touch with us to discuss your current GA usage and plans for GA4. Whether you’re a complete newbie or have done some research and planning, we’re here to help you transition.

Find the right analytics platform for your needs

We are also here to chat about whether an alternative analytics platform will suit your needs better. GA has been the default tracking tool for the vast majority of website and marketing managers, however when you start GA4 you have no historical data, and you need to learn a new platform. Defaulting to Google again may not be as worthwhile as it once was.

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We can show you what other platforms are on the market and discuss the right solution for your business needs, whether that is GA4 or something else.

Complete the form below and we'll be in touch

Google Analytics 4 migration process

Our GA4 migration process involves a series of steps to ensure a smooth transition from GA, including integration with existing reporting processes and configuration to match your business needs.

Here’s a snapshot of the process. It may seem extensive and thorough (and it is!), but we believe it’s important to plan and audit to ensure projects are properly scoped and GA4 accounts configured to be fit for purpose.

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We need to understand your current usage and objectives, and gain access to your GA and GTM accounts. Once you’ve filled in a contact form we will send you some questions, and request access to your accounts.


It’s important to map the current UA configuration against GA4’s settings to enable like-for-like transitions (where possible). We will also look at your reporting dashboards and views to assess what can be replicated or replaced in GA4.

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The audit should shed light on what is currently implemented but doesn’t clarify what is actually in-use. Many GA accounts are years old and evolve over-time. We don’t want to migrate redundant reports, tags and views which are no longer applicable, thus saving you time and money.

There is also a chance at this stage to discuss any gaps / opportunities to enhance the use of GA4, however implementation of these features may be a phase 2 to avoid delaying go live of your GA4 account.


Settings, tags, events and conversions will all be configured at this stage, following the tracking plan created earlier. Involvement from your web developers may be required and use of Google Tag Manager is advised.

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With many events collected automatically, it’s important to launch the tracking tag before building out the reports. Some configuration will need to occur post-launch as well as data starts hitting your new GA4 account.


Very few reports in GA4 come ‘out of the box.’ At this moment in time GA4 does not offer the same reporting view filters, and its standard reports are fairly limited, so we’ll need to create reports within the UI and ascertain whether additional visualisation tools like Google Data Studio are required to bring insights to life, or make it easier for you to access the same information time and again.

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We’ll hand over your shiny new GA4 account with some useful documents to help orientate your use of the platform. We can walk you through the main areas of the interface, and explain the various features configured to suit your needs.


GA4 is a new analytics platform and will take some time getting used to. We can teach you and your team how to navigate around, create reports and understand the new terminology. We can also be on hand, on an ad hoc consultancy basis, to provide guidance and answers questions as you use the platform more regularly.

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Meet our GA4 & analytics specialists

Ready to get started?

Get in touch with us today and let's discuss your project.