GA4 refers to Google Analytics 4, which is set to become the primary web analytics system from Google, beginning July 1, 2023.

Following is a list of FAQs I have encountered over the last few months as various departments and units at CSU prepared to migrate to GA4. These FAQs should provide you with a good starting point for understanding the GA4 migration process.

Migration process

Q: Should I migrate to GA4?

A: Migrating to GA4 is not optional as Google is retiring their most popular analytics system, Universal Analytics on July 1, 2023. So if you would like to have some sort of analytics tracking for your web properties, you should switch to GA4.

GA4 provides several benefits over UA, including improved tracking capabilities, enhanced cross-platform measurement, better integration with Google Ads and advanced machine learning capabilities.

Q: What data will be lost during the migration process?

A: During the migration, historical data collected in Universal Analytics (UA) will not be transferred to GA4.

GA4 starts collecting data from the point of implementation. To retain access to your historical data, it is recommended to keep your existing Universal Analytics property active and initiate a plan to export historical data.

This is also true for the reports and dashboards from your Universal Analytics. There are a few options that you have for your dashboards and report migration:

• Use the Explore section in Google Analytics 4
• Build similar reports and dashboards using the GA4 interface: Navigate to Reports > Library. You should be able to see a few pre-created reports in this section.
• Use Data Studio to connect to your GA4 data and create customized reports

Q: Is there a cost associated with GA4?

A: No, GA4 is free to use, just like Universal Analytics. However, additional features like BigQuery export may have associated costs.

Q: How do I implement GA4 tracking on my website or app?

A: Implementing GA4 tracking involves adding the GA4 tracking code to your website or integrating the GA4 SDK into your mobile app. The specific implementation steps depend on the platform and technology you are using. You can refer to Google’s documentation, developer guides, or consult with a developer for assistance.

Q: How can I analyze data in GA4?

A: GA4 offers a user interface similar to UA. However, some of the reports that you might be used to seeing in UA are missing in GA4. You can navigate through the GA4 interface to access various reports, including user engagement, retention, conversion analysis, and more.

GA4 also provides powerful analysis tools like the Analysis Library, BigQuery integration, and Data Studio integration for in-depth analysis.

Q: Why am I seeing different numbers between my two analytics instances?

A: The data model for the two is different. So, it’s not correct to compare data from UA and GA4.

GA4 uses an event-driven model over a pageview-driven model that was used by UA, allowing you to track a wide range of user actions and define custom events. GA4 focuses on events and parameters, providing more flexibility and granularity in tracking user interactions.

Q: Do I need to update my tracking tags for advertising platforms?

A: Yes, if you are running advertising campaigns, you will need to update your tracking tags to use the new GA4 measurement ID instead of the older Universal Analytics tracking ID. This ensures that your advertising platforms are correctly linked to your GA4 property for accurate tracking and attribution.

You should link your Google Ads account to your GA4 property.

Q: What is a Data Stream in GA4?

A: A Data Stream in GA4 is a collection of data from a specific source, such as a website or a mobile app. Each Data Stream has its own unique configuration settings and tracking code or SDK.

Q: How do I create a Data Stream in GA4?

A: To create a Data Stream in GA4, follow these steps:

1. Sign in to your Google Analytics account.
2. Navigate to the Admin section.
3. In the Property column, click on “Data Streams.”
4. Click on the “Add Stream” button and provide the necessary information, such as the data source, URL, and platform.
5. Add the tracking code or integrate the SDK into your website or app.
6. Save the settings, and your Data Stream will be created.

Q: Can I have multiple Data Streams within a single GA4 property?

A: Yes, you can have multiple Data Streams within a single GA4 property. This allows you to collect data from different sources, such as multiple websites, mobile apps, or other digital platforms, and analyze them collectively or separately.

For a website that has one subdomain and an app, you would typically need two data streams in Google Analytics 4 (GA4): one for the website and one for the app.

Q: Should I have a separate data stream for my subdomain?

A: GA4 automatically tracks across subdomains. You must use the same GA4 property, tracking code and web data stream for all subdomains. It’s not recommended to create separate data streams for each subdomain.

For example, only one data stream should be able to track data for both https://colostate.edu and https://source.colostate.edu

However, remember to configure each data stream according to your specific tracking needs and objectives. If you would like to have a property separate for a subdomain, you can do so. Just remember in that case, a single user moving from the parent domain to subdomain will be counted as two users.

Q: Can I modify the settings of a Data Stream after it is created?

A: Yes, you can modify the settings of a Data Stream after it is created. In the Admin section of your GA4 property, you can select the Data Stream and make changes to its configuration, such as adjusting data collection settings, enabling additional integrations, or updating the associated URL or platform.

Data Filters

Q: What are Data Filters in GA4?

A: Data Filters in GA4 are settings that allow you to include or exclude specific data from your reports. They help you control the data that is processed and displayed in your GA4 property, enabling you to refine and customize your analytics data.

Some of the functionality that filters offer in GA4 is comparable to “Views” in UA.

In GA4, you can create several types of Data Filters, including Event, Conversion, Include/Exclude etc. Learn more about filters in GA4

Q: How do I create a Data Filter in GA4?

A: In GA4, data filters are referred to as “Data Settings.” To create a Data Setting, follow these steps:

1. Sign in to your Google Analytics account.
2. Navigate to the Admin section.
3. In the Property column, click on “Data Settings.”
4. Click on the “Add Data Setting” button and choose the desired setting type (e.g., “Data Filter”).
5. Configure the settings for the Data Filter, such as filter type, field, and matching pattern.
6. Apply the filter to the relevant Data Streams or events.
7. Save the settings, and your Data Filter will be created.

Q: Can I apply multiple Data Filters to my GA4 property?

A: Yes, you can apply multiple Data Filters to your GA4 property. Each Data Filter can be configured independently and can be applied to different Data Streams or events. However, keep in mind that the order of the filters can affect the results, so it’s important to set up the filters in the desired sequence.

Q: Can I edit or remove a Data Filter once it is created?

A: Yes, you can edit or remove a Data Filter in GA4. To edit a Data Filter, go to the Data Settings section in the Admin area, select the filter you want to modify, and make the necessary changes. To remove a Data Filter, simply delete the corresponding Data Setting from the Admin section.

Q: Are Data Filters retroactive in GA4?

A: No, Data Filters in GA4 are not retroactive. Once you create a Data Filter, it only affects the data collected from that point onward. Historical data that has already been processed cannot be modified or filtered using newly created filters.

Data Retention

Q: How long is the default data retention period in GA4?

A: The default data retention period in GA4 is set to two months. This means that analytics data collected will be retained for two months from the date of collection unless you modify the retention settings. I recommend setting the data retention period to a maximum of 14 months for your GA4 property.

To modify the data retention settings in GA4, navigate to: Account > Admin > Data Settings (under the property column) > Data Retention 

Q: What happens to the data after the retention period expires in GA4?

A: Once the retention period expires, the data that has reached the end of the retention period is automatically deleted from GA4. This data cannot be recovered, and it is no longer available for analysis or reporting.

Q: How can I export or back up my GA4 data before it is deleted past the retention period?

A: You can export or back up your GA4 data by setting up exports to BigQuery, Google Sheets, or other third-party storage and analysis systems. Learn more about the options for exporting your data in GA4.

Please feel free to email me if you have further questions or comments about GA4 migration.