The retirement of Universal Analytics is approaching quickly. Indeed, on July 1st 2023 all of Universal Analytics's standard properties will completely cease processing data. This means that you now only have a few weeks left to migrate your setup.

You might be wondering what the best way to go around this is. While the automated migration is useful, we recommend a manual approach to ensure that your analytics perform as expected after the switch.

In this article, we will discuss why it is better to migrate your setup manually rather than using the automatic tool.

The Risks of Auto-Migration

While Google's automatic migration tool seems convenient, there are several potential pitfalls that can impact your data quality and reporting accuracy:

1. Goal and Conversion Mapping Issues

Universal Analytics goals don't always translate perfectly to GA4 conversions. The automatic tool may create conversions that don't match your business objectives or may miss important conversion events entirely.

2. Custom Dimension and Metric Loss

Custom dimensions and metrics from Universal Analytics often don't migrate correctly. GA4 uses a different event-based model, and automatic migration may not capture the nuances of your custom tracking setup.

3. Audience Definition Changes

Audience definitions in GA4 work differently than in Universal Analytics. Auto-migration may create audiences that don't match your intended user segments, affecting your remarketing and analysis capabilities.

4. E-commerce Tracking Complications

E-commerce tracking structures are fundamentally different between Universal Analytics and GA4. Automatic migration may not properly map your product data, revenue tracking, or enhanced e-commerce events.

Benefits of Manual Migration

Taking a manual approach to GA4 migration offers several advantages:

• Data Accuracy: Ensures all tracking aligns with your specific business needs and objectives
• Custom Implementation: Allows for proper setup of GA4's enhanced features like custom events and parameters
• Quality Assurance: Enables thorough testing before going live
• Future-Proofing: Sets up a robust foundation for advanced GA4 features and reporting

Key Steps for Manual Migration

To ensure a successful manual migration to GA4:

1. Audit Current Setup: Document all existing goals, custom dimensions, and tracking configurations
2. Plan GA4 Structure: Map Universal Analytics elements to GA4 equivalents
3. Implement Gradually: Set up GA4 alongside Universal Analytics for comparison
4. Test Thoroughly: Verify all tracking is working correctly before relying solely on GA4
5. Train Your Team: Ensure everyone understands the new interface and reporting differences

Conclusion

While auto-migration might seem like the easier option, taking the time to manually migrate to GA4 will ensure your analytics data remains accurate and useful for your business decisions. The investment in proper setup now will pay dividends in reliable, actionable insights for years to come.

If you need assistance with your GA4 migration, our team at dotcraft can help ensure a smooth transition that preserves your data integrity and enhances your analytics capabilities.