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Your Guide to Transferring to and Using Google Analytics 4

Updated: Jun 30

There’s always something to keep up with, am I right?!

Lucky for us, this is an easy one. Google Analytics is retiring, which means pet business owners need to transfer their Google Analytics to the new Google Analytics 4. It just requires a minute of your time to set up and Pet Marketing Unleashed is going to help you do it!

Starting July 1, Google will stop collecting data through Universal Analytics (what we know as just… Google Analytics). The NEW property will be called Google Analytics 4, also known as GA4. Unfortunately, this means we will no longer have historical data on our websites (some companies are offering export services where you can save the data to look back on, but you will NOT be able to connect your old analytics to the new GA4).

In this blog post, we’re going to get into:

- What’s Google Analytics 4 and how is it different from regular Universal Analytics?

- What new features are there in Google Analytics 4?

- How do I set up a property in Google Analytics 4 and add this to my Wix website so it can start collecting data?

- Google Analytics 4 FAQ

What’s Google Analytics 4 and how is it different from regular Universal Analytics?

Before we get into the new software, let’s first go over what Google Analytics even is, in case you aren’t familiar yet. In my previous blog post on the old Universal Analytics, I explain that Google Analytics is ‘the industry standard for measuring your website traffic and analytics (I mean, come on, it’s Google!). Essentially, Google Analytics offers you the key to building a deeper understanding of your audience, your customers, and their needs. It’s a free service that will track and report your website’s traffic and store all that information in one place.’

Google Analytics 4 is a more modern, streamlined version of Universal Analytics. The gist of the software is the same; however, the focus on this version is so you can see more of a ‘unified user experience across your website.’ It also does not rely exclusively on cookies, so that means you can still learn about your customers even with gaps in your data, which is HUGE. There were something like 110 left customization options in the older Google Analytics. Now there are only 10 or so, which makes the usability much more approachable for users. The functionality is still there in other drop-downs though, so you’re not losing anything in that regard!

What new features are there in Google Analytics 4?

1. A big piece of GA4 is the ability to track engagement of your users. According to Google, engagement is defined as someone who has been on your site for more than 10 seconds or they’ve interacted with the site - i.e. they clicked on something or have multiple page views. Basically… someone on your site who is DOING something.

In essence, it’s exactly the opposite of tracking bounce rates, which one could argue is actually not the best metric (my Web webinar analytics expert went as far as to say bounce rate is a terrible metric!). Engagement is a more accurate portrayal of what’s going on, on your website.

2. Report customization is another amazing new feature of GA4. You can build any report you want to track and analyze your website traffic. You can add report filters, too! For example, say you only want to track your website traffic of users in a specific zip code - you can do it!

3. Another solid standout in the new features - creating funnels. There is so much power in creating and tracking your funnels, so you know how far people are going in your funnel, see their behaviors, and most importantly, re-target those who perhaps made it to your booking page and then left your website. How this works in example form: You can create an audience of people who ‘abandoned the cart’ and target them via Google Ads!

4. How do I set up a new property in Google Analytics 4?

Before I show you how to get started, something to note - If you started using Google Analytics at the very end of 2020 or later, you likely are already on Google Analytics 4 and you don’t need to do anything. It’s easy to check though once you log into your account.

I will go through the steps on setting this up below, but I also wanted to share with you a video I recorded of me going through the process in my own account.

Step 1: Create a Google Analytics 4 (GA4 Property)

  • Sign into your Google Analytics account.

  • Click on the admin icon in the bottom left corner of the page.

  • Click GA4 Setup Assistant. From here, you’ll be able to see if Google already migrated for you. If it has, continue to Step 2. If not, click ‘Create property’ and save.

Step 2: Add your GA4 Property to your Wix website

If you don’t have a Wix website, you’ll want to follow the instructions according to your website platform.

  • Head back to the admin settings, click on stream details, click data streams, and click the right arrow to get your measurement ID. Copy the measurement ID.

  • Go to your Wix dashboard and go to Marketing and SEO. From there, click Marketing Integrations.

  • Click View under Google Analytics. If you already have a code entered from the previous Universal Analytics, you can click edit and paste in the new Measurement ID. If you’ve never used GA, simply add new.

  • Hit save and you’re good to go. After 24 hours, make sure Google Analytics is pulling data by going back to your Google Analytics account.

Google Analytics 4 Frequently Asked Questions

1. Can I use both Universal Analytics and Google Analytics 4?

At the bottom of this article, you can see how to use UA and GA4 at the same time.

2. How long can I view the data?

While UA will stop collecting data in July, 2023, you will still be able to access your data until around January 1, 2024. However, I recommend collecting any data you want as soon as possible as things change and I cannot guarantee this!

3. Can I combine my data from UA to GA4?

Nope, unfortunately, there is no way to transfer over or bring your historical data to GA4 from UA.

Helpful Resources and Tutorials


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