7 important things to remember while migrating Ecommerce data collection from Universal Analytics to Google Analytics 4

by | Jul 23, 2021 | SEO

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Data is one of the assets of great worth for any business, irrespective of size or industry. Google Analytics is a simple and reliable tool to track a website’s crucial data. This data is utilized to analyze and develop marketing decisions to build a successful SEO strategy for digital marketing. Read on to find out more about Google Analytics.

Google Analytics is a web analytics tool launched by Google in 2005 that tracks and reports website traffic or user behaviour. It has undergone many versions, and Universal Analytics(UA) is one of them that was introduced in 2012.

In the E-commerce industry, data collection efficiency plays a vital role in shaping customer strategies and thus analytics is a must. Google Analytics E-commerce report can track a website’s transactions, revenue, sales activity, and many other related aspects. This information helps to develop new strategies to expand the customer base, maximizing customer value and for increasing conversions, etc.

The updated version of Universal Analytics which was released in 2020, is Google Analytics 4(formerly called Google App+Web). It offers new ways to control data and privacy. Therefore, if you are planning to upgrade from Universal Analytics property to Google Analytics 4 property then below we have listed a few important things to remember for a successful transition of E-commerce data collection. Take a look!

  1. Do not alter your Universal Analytics implementation.
  1. Develop duplicate events for your Google Analytics 4 property. Unlike Universal Analytics, GA4 measures events and parameters on the user property level.
  1. Although it is possible to use your existing Universal Analytics E-commerce event names and parameters for your Google Analytics 4 property, it is not recommended. gtag.js implementations provide the option to reuse existing Universal Analytics E-commerce events for GA 4 by using connected site tags.
  1. Add additional events to capture data in the new schema because it is advisable to have two implementations in place: one for your Google Analytics 4 property and one for Universal Analytics.
  1. Google Tag Manager has a new tag for GA4 property to add a separate tracking code to your website.
  1. While upgrading to GA4 property custom events are not automatically migrated. You have to include the required parameters for E-commerce-specific events.
  1. Map the E-commerce events and parameters between Universal Analytics and Google Analytics 4 properties. In Google Analytics 4 properties, there is no difference between E-commerce and enhanced E-commerce.

CONCLUSION

  • Google Analytics 4 properties offer companies better control over tracking important metrics like organic traffic, returning visitors, conversions, and more.
  • Google has made it effortless to create a GA4 property based on an existing Universal Analytics property using the GA4 setup assistant.
  • Google Analytics 4 allows businesses to harness all the benefits of GA4 while retaining the ability to switch between properties at any time.
Durga
Durga

About The Author…

Durga has a master’s degree in engineering. Technological advances in digital space interest her a lot. Digital marketing is her forte and she passionately follows latest trends in the digital marketing space. She has written many trending articles on various social media platforms. Her areas of interest include SEO Optimization, structured data, SMM, Keywords research and analysis etc. She is focused, resourceful and dedicated.

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