Simplifying GA4 Migration with Google Tag Manager: A Comprehensive Guide

Aug 15, 2023

 Simplifying GA4 Migration with Google Tag Manager: A Comprehensive Guide


In the dynamic world of data analytics, the shift from Google Analytics 3 (GA3) to Google Analytics 4 (GA4) is inevitable. However, this transition poses unique challenges for businesses reliant on GA3 data for strategic decisions. To bridge this critical gap, Universal Analytics HQ presents a tailored solution that blends GA3 and GA4 data into a consolidated dashboard, empowering businesses to continue their data-driven journey seamlessly. This blog provides a detailed, step-by-step tutorial for migrating to GA4 using Google Tag Manager, highlighting the importance of this move and the pivotal role Universal Analytics HQ plays in preserving GA3 data.

Recognizing the Imperative of GA4 Migration 

With GA3's discontinuation and the incompatible data structures between GA3 and GA4, businesses face a compelling need to migrate their analytics framework. GA4 boasts advanced features like cross-device tracking, machine learning insights, and enhanced event tracking, enabling businesses to delve deeper into user behavior and informed decision-making.

Unveiling the Advantages of Google Tag Manager 

Google Tag Manager (GTM) plays a central role in the migration process by simplifying and centralizing tracking code and tag management. Key benefits of GTM include:

Effortless implementation of tracking codes without altering website code. Seamless integration with diverse analytics tools and third-party tags. Swift deployment of changes, reducing dependency on web developers. Enhanced tracking precision and flexibility for comprehensive user interaction insights.

Step-by-Step Guide to GA4 Migration via Google Tag Manager 

Follow these steps for a seamless GA4 migration using Google Tag Manager:

Step 1: Establish a New GA4 Property 

Create a new GA4 property in your Google Analytics account. This property will accumulate data under the GA4 data structure.

Step 2: Implement GA4 Tracking Code with GTM 

Inside Google Tag Manager, set up a new tag to integrate the GA4 tracking code. Configure the tag to activate on all website pages for thorough data collection.

Step 3: Enable Data Collection in GA4 

Post implementation of the GA4 tracking code through GTM, activate data collection in your GA4 property to initiate valuable insights accumulation.

Step 4: Configure Custom Event Tracking 

Utilize GTM to configure custom event tracking in GA4, capturing specific user actions and behaviors on your website.

Implications of Failing to Connect GA4 and Google Tag Manager 

Neglecting the connection between GA4 and Google Tag Manager can lead to dire consequences, including:

Loss of valuable data: 

A non-smooth migration risks historical data loss and analytics disruption. 

Incomplete tracking: 

Manual GA4 tracking code implementation can result in tracking discrepancies and incomplete data.

Navigating GA3 Sunset with Universal Analytics HQ 

Universal Analytics HQ addresses the challenges posed by GA3's sunset by merging GA3 and GA4 data into a unified dashboard. Through seamless GA4 integration via Google Tag Manager, businesses can retain historical data and maintain uninterrupted data-driven decision-making.


Migrating from GA3 to GA4 using Google Tag Manager is a pivotal move for businesses navigating the evolving data analytics landscape. This step-by-step guide ensures a seamless transition, leveraging GA4's advanced capabilities. Furthermore, Universal Analytics HQ's tailored solution safeguards GA3 data, empowering informed decisions and maximizing analytics potential. Contact us today to embrace the chance to evolve with the industry and elevate your data analytics prowess with Universal Analytics HQ!