GA4 is an exciting upgrade but it comes with a few challenges, namely preserving and integrating Universal Analytics data into a seamless reporting structure with new GA4 data. Beyond moving quickly to implement GA4 by July 1 to collect full- year data prior to the switch in 2023, your need to actively preserve past data and build pathways to integrate that data into future reporting for any YOY analysis. We've done the hard work for you.


Data Audit

We conduct a deep dive into your UA strategy and provide guidance on future goals for GA4, data migration and how best to maintain analytic continuity.

Data Mapping

Overlay historical UA data to GA4 to deliver seamless reporting.

Data Warehouse

Leverage our API integration to extract, load, and transform past performance from current UA implementation into Compass (our data warehouse) to maintain historical data critical to your business.

Custom Dashboards

Deliver reporting tools designed to help your business get the most from historical UA and future GA4 data.

Reach out for support and solutions for preserving reporting continuity through your GA4 transition

Your GA4 Questions Answered

Why should you update your event measurement strategy for GA4?

What steps should I take to implement custom parameters in GA4?

What happens to my UA data?

What does GA4 mean for google's future?

Should I run UA & GA4 in parallel?

How is google tracking data beyond the website?

How did GA4 change reporting?

How did GA4 change data collection?

How can I structure accounts in GA4?

How can I configure GA4 to maximize success?


Why is GA4 the future for Google Analytics?

GA4 is designed to support data collection in a cookie-less future. GA4 will provide a testing ground for machine learning to model user behavior, even when there are gaps in tracking from cookies.

What happens to my UA data?

The cutoff for transitioning to GA4 is July 1, 2023. In the coming months, GA will provide additional guidance on when exactly UA data will no longer be available and after that date you will be unable to download any historical data. If historical data is business critical, you will need to consider how you will store UA data, and whether that’s a data warehouse solution or custom reporting tables.

Should I run UA and GA4 in parallel?

In short, yes. It will give you a great opportunity to compare data collection across these different properties, see how some of your metrics and dimensions will look differently, so that as you transition your reports, you can feel confident that you understand the GA4 data model and really make the most out of your GA4 implementation.

How did GA4 change data collection?

One of the most exciting changes is the User Id feature. Persistent user ID across devices will allow for cross-device tracking instead of creating a separate view on mobile and on web for a single user. GA4 will also consolidate web and app integrations so your data collection.

How do I configure GA4 to maximize success?

One of the great features of GA4 is that you can define conversions within your events based on any kind of event perimeter and any kind of conversion type – it allows for some flexibility in recreating your UA goals in GA4 based on how GA4 fits into your marketing technology stack and dependencies other parts of the system have on it, such as CRM or BI reports.

Why should I update my event measurement strategy for GA4 and what should I consider when implementing custom perimeters in GA4?

GA4 is a completely new data model. What you may be familiar with as category, action, and label now allows you to leverage custom event perimeters. As you start refactoring your custom tags, you want to be thoughtful about what perimeters you need to pass in – there is a limit and they cannot contain personally identifiable information.

What is the main consideration for effectively structuring accounts in GA4?

GA4 does not have views but account and property structures.  To ensure continuity of reporting, you'll need to plan out your property structure so that it accommodates the same segmentation you had with views and connect that with the business goals and the organizational structure. For example, if you have a global company, you want to create properties that reflect each business region’s needs.

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