Migrating from Universal Analytics to Google Analytics 4

If you are currently using Universal Analytics you need to start prioritizing your migration to GA4. Google has announced that it will stop receiving data to Universal Analytics accounts in 2023.


GA UA vs GA4

There are many differences in GA-UA & GA4 like data collection, structure, UI/UX, etc. one important difference explain below:

GA-UA uses User ID to provide an identity space for users to analyze their data with User ID implementation and view creation.

Google Analytics 4 Migration Services

Unlike GA-UA, a GA-4 property incorporates User ID natively across all reporting, analysis and insights and does not require a separate User-ID reporting view.

GA4 Features

GA4 Features

Combine user behavior data from both web and mobile apps.

GA4 Features

Use advanced analysis techniques that go beyond standard reports with GA4 Explorations.

GA4 Features

Power-up insights with built-in machine learning and predictive modeling.

GA4 Features

Enjoy peace of mind with a privacy-centric data model by design.

GA4 Migration Services
Our Approach

Migrations are always a great opportunity to re-think or clean-up a Google Analytics solution. Having served several clients with their Google Analytics needs, we take the time to understand the unique challenges and opportunities to ensure our clients not only successfully perform a migration, but also enhance implementations where possible.

We break down our process into 4 distinct phases:
Initial Planning / Discovery
Initial Planning / Discovery
Architecture & Implementation
Architecture & Implementation
Quality Assurance
Quality Assurance

While each step is as important as the previous one, it all starts with the initial planning discovery session. It is here that we help map out the right migration approach for clients. Some of the initial decision points that help us identify the right migration approach for you are:


  • What are your migration goals?
  • Are you happy with your current marketing channel and campaign tracking process?
  • Are you concerned about Personally Identifiable Information (PII) being captured by Google Analytics?
  • Do you have a large multi-country/multi-team data governance problem?
  • Are you in the beginning of a full analytics re-implementation?
  • Or perhaps you only want to make sure you are not left in the cold when GA-UA finally sunsets?
Google Analytics 4 Migration Services
Google Analytics 4 Migration Services


  • What level of developer support do you expect to have?
  • Are you completely alone in this endeavor?
  • Maybe engineering teams are fully backed up with other iniatives… or maybe they are fully enlisted for a major data layer revamp?
  • Are you timing the GA4 migration with a full re-platforming effort and maybe you have tons of development support?

GA Enhancements

  • How do you want to handle clean-up or improvements?
  • Do you only want to ‘lift and shift’ GA-UA to GA4, with no changes to data collection approach?
  • Is there appetite for some enhancements, or is there a full implementation re-architecture you want to tackle?
Google Analytics 4 Migration Services

While those are some of the questions that will help frame the approach, you can fill out the contact form below and we will contact you for a Free Discovery Session to help determine the right GA4 migration approach for your organization. Beyond migration, Softcrylic offers the following Google Analytics Consulting:

  • Google Analytics Strategy
  • Google Analytics UA to GA4 Migration
  • Google Analytics Audit and Implementation
  • Google Tag Manager Migration
Google Analytics 4 Migration Services
  • Google Analytics QA & Reporting
  • Google Analytics Dashboard
  • Google Analytics Migration
  • Tag Management Quality Assurance
  • Tag Management Governance

Why Softcrylic as your
Google Analytics Partner?

  • Certified Google Marketing Platform Partner and Adobe Partner.
  • 20+ Years of MarTech Expertise.
  • Certified Adobe Analytics & Google Analytics Consultants.
  • Certified Adobe Experience Cloud Consultants.
Google Analytics 4 Migration Services
  • Our Tag Management Specialists are highly passionate MarTech professionals.
  • Integration Experience with multiple 3rd party marketing systems.
  • Robust Governance Process and excellent documentation.
  • Expertise in building Tags Extensions. Read more about our Adobe Analytics Activity Map Launch extension.