Skip to Main Content
Ready to talk?
Give us a call at: 770-534-2515

Google Analytics Is Changing

Resources to assist Full Media website clients with the transition from Universal Analytics to Google Analytics 4

What is Google Analytics 4?

Google Analytics 4 is the next generation of the free web analytics platform offered by Google. As the most widely used web analytics service on the web, Google Analytics has undergone many updates and makeovers since its inception in 2005. While some updates have been relatively minor when it comes to changes in the user interface or data collection, Google Analytics 4 will be a more significant update with a very different user interface and significant differences in how data is collected. It will completely replace the current Universal Analytics in 2023. Full Media suggests you take action now to prevent gaps in your website tracking data.

GA4 Set Up Instructions

If you do not currently have Google Analytics set up for your business:

  • Log in to the gmail you use to access your Google Analytics account.
  • Go to
  • Remember to check in the upper right corner to make sure you are logged into the gmail account most appropriate for your organization. It’s easy to set up these accounts under your personal gmail by accident!
  • Click “Start measuring.”
  • Name your account after your business, e.g. Full Media.
  • You can leave all of the checked options as they are, unless you’d prefer to change them.
  • Name your property after the website domain of your business, e.g.
  • Choose the appropriate time zone.
  • Choose each of the appropriate options on the next page.
  • Read and accept the Terms of Service Agreement.
  • Choose the “Web” platform.
  • Input your website URL and business name again.
  • Click “Create stream.”
  • Scroll down to the “Tagging Instructions” and expand the “Global site tag (gtag.js)” option:
  • Copy the full code there and paste it into an email to [email protected]. Name the subject line of your email “GA4 Setup for [Your Organization]”.

GA4 Set Up Instructions

If you currently have Google Analytics set up for your business and want to setup GA4 to run in tandem before the existing data is sunset:

  • Log in to the gmail you use to access your Google Analytics account.
  • Go to
    • If you’re logged into more than one Google account, remember to check in the upper right corner to see that you’re still logged into the correct gmail account.
  • At the top of your Google Analytics account, you should see a blue banner saying “Universal Analytics will no longer be processing new data in standard properties beginning July 1, 2023.”
  • Click the blue “Let’s go” button.
  • This will take you to the “Google Analytics 4 Property Setup Assistant. Under “I want to create a new Google Analytics 4 property” click the blue “Get Started” button.
  • A pop-up window will open. Do NOT click the check box under “Optional setup” just click the blue “Create property” button
  • Under “Explore and setup your GA4 property” choose the blue “Go to your GA4 property” button.
  • Once you are here, choose the first option under “Collection” called “Tag installation.”
  • Click the Data Stream you see there named after your domain:
  • Scroll down to the “Tagging Instructions” and expand the “Global site tag (gtag.js)” option:
  • Copy the full code there and paste it into an email to [email protected]. Name the subject line of your email “GA4 Setup for [Your Organization].”



Why is Google doing this?

Over the past several years, both consumers and governments have become more concerned about online privacy and the responsibility of large technology companies to ensure that users have control over how their online data is collected and used. Google Analytics 4 is built with increased privacy controls for both consumers and businesses, and it’s also a transition away from cookie-based user tracking.


I’m happy with my current analytics and reporting. Do I have to move to GA4?

This transition isn’t optional – it’s required. All data collection in old Google Analytics properties will stop on July 1, 2023.


What will be different in GA4 compared to my current Google Analytics account?

A lot! The interface and reporting tools in GA4 look and function differently than your current Google Analytics account.

Some key changes:

  • Instead of tracking users via cookies and IP addresses, it will use machine learning and predictive analytics to piece together the customer journey.
  • Easier event tracking for many of the types of interactions you might want to track, like clicks, page-scrolls, etc.


Will the data that I report on change?

Yes. Reports available in Google will change and the data that you see may change too. For that reason we recommend a transition period between July 1, 2022 and July 1, 2023 where you run both sets of GA in tandem to help you better understand how each interprets your website data.


What will happen with my old data?

Google reports that after July 1, 2023, you’ll be able to access historic data in your old Google Analytics accounts for up to 6 months. At some point, however, your historical data will no longer be accessible.

Here are some ways you can preserve your historic data:

  • Consider exporting it in a spreadsheet and saving it.
  • Export monthly and/or annual reports containing your key traffic and conversion data in an easy to read format that you can quickly refer back to.
  • Full Media is also actively researching the Google Analytics Reporting API and Big Query to see if we can assist with importing historic data into GA4 properties. If you are interested in this option please contact our Support Team for more information.