+44 (0)1604 968 820 Speak to an expert

There are big changes on the horizon for Google Analytics.

From July 2023, your existing Google Analytics platform (AKA Universal Analytics) will cease to collect data on your website. Later this year, data from that platform will be permanently deleted.

In preparation for the depreciation, you’ll need to migrate your account over to Google’s new platform, Google Analytics 4. The earlier you do this the better, as GA4 will only begin to collect data once you’ve completed the migration. There’s no way to export historical data from Universal Analytics to GA4.

While it’s essential that you complete the migration before 1 July 2023, it’s important to complete the process as soon as possible. That way, you’ll have more data at your disposal when Universal Analytics leaves us forever.

Don’t worry: it should only take two minutes, and we’re going to take you through the simple process below.

After you’ve set up GA4, stick with this article if you want to learn a little more about what the migration over to GA4 means for you.

How to set up Google Analytics 4

Thankfully, it’s pretty simple to set up GA4 so it can begin to collect data for you. Until Universal Analytics closes down, GA4 will exist and collect data side-by-side with your current version of Analytics.

Before you begin the set up, quickly ensure that your account has the right permissions to do the deed. You’ll need to be at least an Editor to get the job done.

Step One

Open Google Analytics and navigate to Admin. This can be found in the lower-left corner of your dashboard, beside the cog icon.

GA4 Migration Step 1

Step Two

From here, double-check the right account and property is selected under the Account and Property columns. If you only have one account, Analytics will select this automatically for you.

GA4 Migration Step 2

You might have a few properties; select the one that you currently use to collect the most important data for your website. The one you refer to most frequently when you use Google Analytics.

Step Three

In the Property column, select GA4 Setup Assistant. Under I want to create a new Google Analytics 4 property, click the big blue Get Started button.

GA4 Migration Step 3

Read the information on the following pop up, and click Create and continue.

Note: Here, you may be given an option to Create property. If you receive this option, click the button and your initial configuration will complete, and GA4 will be ready to start collecting data.

If instead you see options regarding Google Tag Manager, complete the fourth and final step below.

Step Four

For the final step, follow the most appropriate instructions to set up your Google Tag on your new GA4 property. Most users will simply be able to use the existing tag already installed on the website, making this step a one click process!

GA4 Migration Step 2

And that’s it: you’re done! Wait around 30 minutes and your new Google Analytics 4 platform should begin collecting user data on your website.

So, what’s different about Google Analytics 4?

In short, a lot

We’re not going to go into too much technical detail here today; we’ll provide you with some further reading at the end of the article.

That said, we’re still going to provide a basic overview of the key differences between Universal Analytics and Google Analytics 4, and some things to expect going in.

First and foremost, you’re immediately going to notice a widely different user interface when you first load up GA4. It might seem overwhelming at first, but once you’ve clicked around it for a while, it really is quite intuitive.

Another thing you might notice early on is that there’s much less information immediately available to you.

This is both a blessing and a curse.

On one hand, you’re not going to be overwhelmed by data that isn’t useful to you, which might’ve happened quite frequently on Universal Analytics.

The information presented to you by default is quite useful, and for many less experienced or uninterested users, GA4s default reports might be enough to get by.

On the flip side, you’re going to need to set up reports for specific things you want to track, many of which might have been readily available in Universal Analytics beforehand. This reinforces the fact that the earlier you get to grips with GA4, the better.

You can think of Universal Analytics as a one-site-fits-all solution for analytics, whereas GA4 is a more customisable and flexible successor.


The purpose of this article was to make you aware of the upcoming changes to Google Analytics, and guide you through the process to ensure that you aren’t left in the dark come 1 July 2023.

If you’d like to learn more about what GA4 can do, how to set up reports, and how to make the most out of the platform, we’ve attached some further reading for you below.

Further reading

About the Author

Related news & insights

If there’s one thing that eCommerce businesses couldn’t function without, it’s eCommerce software. There are many different types of eCommerce software, including platforms like Shopify or Wix, which are often supported by complimentary software in the form of apps, plugins,…

Managing inventories correctly is a big part of running an eCommerce business. You need to strike a balance between making sure there’s enough stock to sell, while not being burdened by storage costs. Inventory systems are key in helping businesses…

What is omnichannel fulfilment? It can feel like there are endless possibilities when it comes to selling online, with dozens upon dozens of channels to sell your products through. However, for eCommerce businesses looking to grow, omnichannel fulfilment is the…

In the fast-paced world of eCommerce, having a robust automated inventory management system is key to staying ahead of the competition.

Warehouse inventory management When starting out For new eCommerce businesses, managing inventory is fairly straightforward if you’re starting small. But, as your business grows, and you begin to introduce further SKUs, shopping channels, and potentially expand into new markets, your…

A supply chain is a network of people and organisations working together to ensure that goods are delivered to where they need to be. Without supply chains, the world as we know it wouldn’t exist, and if they suddenly disappeared…

With TikTok users on track to spend a record $20 billion on TikTok Shop this year, eCommerce brands that aren’t currently selling on the platform could be missing out on a lot of sales. Thankfully, setting yourself up on TikTok…

Are you ready to unlock the potential of your business and take your supply chain operations to the next level? Choosing the right 3PL (Third-Party Logistics) software is the key to unlocking efficiency, streamlining processes, and boosting overall productivity. In…

We’ve got good news and bad news. The good news is that it’s never been easier to start your own business. To sell online today, you need very little knowledge and very little financial investment. There’s a tonne of eCommerce…