Google UA3 to GA4: Why Non-Profits Need to Make the Switch and How to Migrate

Understanding Google UA3 and GA4:

Google Analytics is a widely used tool that helps organizations track, analyze, and report on their website traffic, user behaviour, and other essential data.

UA3, or Universal Analytics 3, is the third version of Google’s analytics platform, which has been in use for many years. GA4, or Google Analytics 4, is the latest version of the platform and comes with advanced features and capabilities that provide a more comprehensive and in-depth understanding of user behaviour.

On July 1, 2023, standard Universal Analytics properties will stop processing data. We strongly encourage you to make the switch to Google Analytics 4 as soon as possible.

Why Non-Profits Need GA4:

• Enhanced User Tracking: GA4 offers advanced user tracking capabilities that allow non-profits to understand their audience better and create more targeted marketing campaigns. By leveraging machine learning, GA4 can predict user behaviour and provide more accurate data to guide non-profits in their decision-making processes.
• Improved Data Privacy: With growing concerns about data privacy, GA4 has been designed to address these issues by providing features like consent management and more robust data anonymization. This makes GA4 compliant with various data protection regulations, ensuring that non-profits stay on the right side of the law.
• Cross-Platform Analysis: GA4 enables non-profits to track user behaviour across multiple platforms, such as websites and mobile apps. This provides a more holistic view of user interactions and helps non-profits to create seamless experiences for their audience.
• Future-Proof Analytics: As UA3 is being phased out, non-profits need to migrate to GA4 to continue receiving support and updates from Google. By making the switch now, organizations can stay ahead of the curve and continue benefiting from the latest analytics features.

Steps to migrate from UA3 to GA4:

1. Create a new GA4 property: Sign in to your Google Analytics account and create a new GA4 property. This will allow you to collect data in parallel with your existing UA3 property, making the migration process smoother.
2. Set up data streams: Configure data streams for your website and/or mobile app in the new GA4 property. This will enable GA4 to collect data from your online platforms.
3. Configure events and conversions: Identify key user interactions and conversions that you want to track in GA4. Set up custom events and conversions within the GA4 interface to ensure you are capturing essential data.
4. Implement tracking code: Update the tracking code on your website and mobile app to include both UA3 and GA4 tracking codes. This will ensure that data is being collected in both properties during the migration process.
5. Review and compare data: Monitor both UA3 and GA4 properties for at least a month to ensure data consistency and accuracy. Compare the data to identify any discrepancies or issues that need to be addressed.
6. Set up reporting and dashboards: Create custom reports and dashboards in GA4 to monitor key metrics and gain insights into user behaviour.
7. Train your team: Ensure that your team is familiar with the new GA4 interface and understands how to utilize the advanced features and capabilities effectively.
8. Decommission UA3 property: Once you are confident that GA4 is accurately collecting data and your team is comfortable using it, you can decommission your UA
   
   If you find the migration process daunting or require further support, we recommend getting in touch with a professional to ensure a smooth transition. At Wow Digital, our team of experts is here to help non-profits make the most of GA4’s advanced features and capabilities. To learn more about how we can support your organization, visit our website at www.wowdigital.com/consult and book a free consultation today. Let us guide you through the process and help you unlock the full potential of GA4 for your non-profit.

Extra Tips

• Leverage GA4’s enhanced analysis capabilities:
  GA4 offers advanced analysis techniques such as path analysis, segment overlap, and funnel analysis. Familiarize yourself with these features to gain deeper insights into user behaviour and optimize your marketing efforts.
• Monitor user engagement with Google BigQuery:
  GA4 integrates seamlessly with Google BigQuery, allowing you to export raw data for further analysis. Use BigQuery to perform more advanced data manipulation and discover trends that can help improve your non-profit’s online presence.
• Customize your GA4 notifications:
  Set up custom alerts in GA4 to stay informed about significant changes in your website or app’s performance. This can help you proactively address issues and capitalize on opportunities to drive better results.
• Implement Enhanced Measurement:
  GA4 offers an Enhanced Measurement feature that automatically tracks common user interactions, such as scroll tracking and outbound link clicks, without requiring additional configuration. Enable this feature to gather more valuable data on user behaviour with minimal effort.
• Utilize GA4’s audience builder:
  GA4’s audience builder allows you to create custom audience segments based on user behaviour, demographics, and other factors. Leverage these audience segments to tailor your marketing campaigns and improve their effectiveness.
• Prioritize data accuracy and consistency:
  Ensure that your GA4 tracking is set up correctly and consistently across all platforms. This will help you avoid data discrepancies and maintain accurate reporting.
• Stay updated with GA4 resources and updates:
  As GA4 is continuously being improved and updated by Google, keep an eye on the latest developments, and educate yourself on new features and best practices. This will ensure that you make the most of GA4’s capabilities for your non-profit’s benefit.
• Seek professional assistance if needed:
  If you encounter difficulties during the migration process or with utilizing GA4, consider seeking assistance from a certified Google Analytics professional or digital marketing agency. They can help ensure a smooth transition and help your non-profit harness the full potential of GA4.