From UA to GA4, Part 2: Step by Step Guide Made Easy

Published 29. 3. 2023

In this article series, I am exploring the transition from Universal Analytics (UA) to Google Analytics 4 (GA4).

Digital marketers must always be prepared to adapt and evolve to stay ahead of the curve. With the expected shutdown of Universal Analytics (UA), the time to transition to Google Analytics 4 (GA4) is now.

Remember, in the ever-changing world of digital marketing,

"Change is the only constant."

Heraclitus (Greek philosopher)


Welcome to Part 2 of our "UA to GA4" series!

On July 1, 2023, Google is shutting down its popular analytics platform Universal Analytics. All companies are encouraged to move to the next-generation solution called Google Analytics 4. To make the transition simple, we prepared a short tutorial that explains all you need to know.

Our first article delved into the fundamentals and key differences between Universal Analytics (UA) and Google Analytics 4 (GA4). We examined the reasons behind this shift and how it will impact the way we analyze data and optimize our digital strategies.

If you haven't read it yet, I recommend you start there to build a strong foundation.

Update: All articles are out!




From UA to GA4: A Step-by-Step Guide

In this part, we'll take a hands-on approach, walking you through the migration process step by step.

So, buckle up and get ready to elevate your data-driven marketing.

Important note: This guide is tailored specifically for those of you using the old UA and Google Tag Manager.



  1. Step 1 - Configure Google Analytics 4
  2. Step 2 - Set up Your Tag Manager
  3. Step 3 - Verify That You Measure Data
  4. Step 4 - Additional Configuration


Step 1 - Configure Google Analytics 4


  1. Click on Admin (In your Google Analytics account).
    Admin in GA4
  2. Create a new property.
    New property in GA4
  3. Go through the property setup. It’s easy to navigate.
    Property setup ga4
  4. After filling in your property details, click on Next. Alternatively, you can edit your property details later in the admin section.
  5. "Business information" window will pop up. Try answering these questions. It’s easy to navigate.
    Business information ga4
  6. Mark what is relevant to your business and hit "Create".
    business details ga4
  7. Choose a platform. We want to collect data from the Web.
    Choose a platform to collect data from ga4
  8. "Set up your web stream" window will pop up. Fill in your website’s URL.
    data stream set up in ga4
  9. Choose a name for your data stream.
    data stream name ga4
  10. Click on "Create stream".
    Create a data stream in ga4
  11. Voila! Copy the MEASURMENT ID. We will need it! Also "Enhanced measurement" is set by default. Leave it as it is.MEASURMENT ID ga4


Step 2 - Set up Your Tag Manager

  1. We need to head over to Google Tag Manager now. Click on All accounts.navigating to GTM inside Ga4 UIA
  2. Click on the Google Tag Manager icon.
  3. Head over to "Tags".
    Tags set up
  4. Click on New.Creating a new Tag
  5. Click on Tag Configuration.Tag Configuration
  6. Click on Google Analytics: GA4 Configuration.GA4 configuration
  7. Paste the Measurement ID you have copied to your clipboard before.MEASUREMENT ID
  8. Click on Save.Save changes
  9. Don't forget to name your tag.Tag Name
  10. We need to choose a trigger to make our tag fire. Click on Triggering.Triggering
  11. Click on "All Pages".Choose a trigger
  12. Click on Save.Save changes
  13. Our tag is set! Click on Submit.Tag Submit
  14. "Submission Configuration" window will pop up. Name it and hit Publish.Submission Config
  15. You’ve made it! Your website will now start collecting important data.

Step 3 - Verify That You Measure Data

  1. Go back to GA4 interface and head over to Data stream config
  2. Select your newly created data stream.ga4 data stream
  3. Let’s check what data we collect by default.enhanced measurement in ga4
  4. Wow! GA4 automatically measures all these data, unlike the old UA.Enhanced measurement in ga4

Step 4 - Additional Configuration

  1. We need to configure a few more things. Click on "Configure tag settings".Config tag settings
  2. Click on "Domain Configuration" and Add condition.Add condition
  3. Specify all of your domains that will use this tag.
    Note: This "website list" enables cross-domain measurement and further defines which links on your site do not trigger Outbound Click events when using enhanced measurement.
    connect domains
  4. Click on Save.Save changes
  5. Now head over to user-provided data capabilities.usr provided datat capabilities
  6. If you turn off this feature, none of the things you use with Google will be able to get your private information automatically. We recommend turning it off for now.user-provided data capabilities
  7. Click on changes
  8. Head over to Data Settings.Data settings
  9. Click on Data Retention.Data retention
  10. Change event data retention from 2 to 14 retention period
  11. Click on changes

Well done! You have moved from UA to GA4!
From now on, your website will start collecting important data.


Page viewsCapture a page view event each time a page loads or the website changes the browser history state. You can turn off browser history-based events under advanced settings.
ScrollsCapture scroll events each time a visitor reaches a page's bottom.
Outbound clicksCapture an outbound click event each time a visitor clicks a link that leads them away from your domain(s). By default, outbound click events will occur for all links leading away from the current domain.
Site searchCapture a view search results event each time a visitor performs a search on your site (based on a query parameter). By default, search results events will be fired any time a page loads with a common search query parameter in the URL.

Adjust which parameters to look for under advanced settings.

Form interactionsCapture a form interaction event each time a visitor interacts with a form on your website.
Video engagementCapture video play, progress, and complete events as visitors view embedded videos on your site. By default, video events will be automatically fired for YouTube videos embedded on your site with JS API support enabled.
File downloadsCapture a file download event each time a link is clicked with a common document, compressed file, application, video, or audio extension.


What’s next? GA4 reports!

In Part 3 of our series, we'll make it easy for you to navigate the GA4 environment. 

We'll explore essential reports and filters, helping you understand the basics.

Our goal is to ensure you have a solid grasp of GA4's core features, so you can confidently dive into advanced capabilities later on.

We'd also like to extend a heartfelt thank you to our contributor Zdeněk Hejl, who has been instrumental in helping us create this series. 

Now, you can proceed to the Part 3, and happy analyzing!


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