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Google Analytics 2023 Part: 4

What do I need to do?

If you’re currently using Universal Analytics, there are three actions to prioritize:

1. Switch to GA 4 as soon as possible

While you have more than a year before this change takes place, it’s best to make the switch now so your GA4 account can gather the data needed for automated insights.

If you are currently using UA, you’ll want to set up a GA4 property alongside your existing UA property. Use Google’s GA4 Setup Assistant, which gives you the option to set it up with your existing tagging.

If you run Google Ads, have ecustom events, or use other advanced features, refer to Google’s page on how to switch to Google Analytics 4—which breaks the process down into 12 steps with effort levels indicated for each step.

2. Adjust your Google Ads conversion tracking

Once your GA 4 property is set up, you’ll be able to view Analytics data in your Google Ads account.

If you have conversion tracking set up, you should import Analytics conversions into Google Ads and remove any UA goals to avoid duplicates.


To import your Analytics conversions, in your Google Ads account, go to Tools & Settings > Conversions > Add new conversion action, and select Import:

There you can select each conversion event you want to import.


3. Export historical reports

Google will allow access to your Universal Analytics data for at least six months after July 1, 2023, during which time you should export the data that is important to you. There are three ways to export:

  • You can export individual reports

  • Use the Google Analytics Reporting API

  • Export to BigQuery

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