This is why you must choose out


Google will begin mechanically configuring your Common Analytics properties to Google Analytics 4 (GA4) for you. However you really don’t wish to do that for a lot of causes.

Is your GA4 already set up? You may nonetheless be topic to “auto-migration.” Learn on for extra particulars about it and learn how to choose out.

Making the change to GA4

On February 9, Google sent an email saying they may quickly begin configuring Google Analytics 4 for customers beginning in March (as early as this week).

Which means you probably have a Common Analytics (UA) property however haven’t migrated to GA4, Google will create a GA4 property for you primarily based on most of the settings you have got in UA, corresponding to your objectives, audiences, Advertisements hyperlinks, customers, and extra.

However what’s Google’s definition of “haven’t migrated”?

Situation 1: You’ve gotten a UA property and haven’t arrange a GA4 property. The UA property is just not opted out of the auto-migration setting.

This will likely be a typical situation for individuals who haven’t had the time or don’t wish to arrange GA4. That is primarily the “lengthy tail” of consumers Google desires to maintain on GA.

If you happen to simply didn’t have the time or want to do the migration, maybe this isn’t a nasty possibility for you. However remember that your information might look fairly completely different. (Extra particulars on how the migration works beneath.)

Situation 2: You’ve gotten created a GA4 property however haven’t linked it to a UA property. Google doesn’t understand it’s the identical as your UA property and doesn’t take into account this migrated.

Have you ever seen this popup modal in GA4? Seemingly sure, as a result of it pops up each time you log in or refresh.

GA4 property migration popup

What does linking do? It tells Google that you’ve got created a GA4 property tied to a UA property.

Will that cease Google from automigrating you?

Not essentially.

That can depend upon how a lot of the GA4 setup assistant you have got accomplished (extra on that in a second).

Situation 3: You’ve gotten created a GA4 property and linked it to a UA property however haven’t accomplished all GA4 Setup Assistant steps.

If you happen to’re not opted out of migration in UA, then Google will begin filling within the gaps for you on this situation.

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Utilizing the GA4 Setup Assistant

The GA4 Setup Assistant is a 12-step device that helps you observe your GA4 migration progress.

It has some fairly helpful instruments included, corresponding to assist with viewers migration and a extra simple course of for Google Advertisements linking.

GA4 Setup Assistant

Advertisements linking

Typically, you will need to have twin admin entry, which means you have to be an admin on each the Analytics and Advertisements accounts to hyperlink. It may be irritating and time-consuming to make sure you have the fitting entry ranges.

The setup assistant device references the hyperlinks you have got in UA and doesn’t require admin entry to Advertisements to hyperlink. That is nice in case you are having somebody not usually concerned in Advertisements serving to you migrate, corresponding to a contractor or company.

GA4 Setup Assistant Google Ads linking

When you click on Import from Common Analytics, a brand new display exhibits you all the Advertisements hyperlinks you have got arrange in UA.

You may examine or uncheck the containers for what you wish to import to GA4 after which hit Import chosen Advertisements hyperlinks. It is as simple as that.

GA4 import Ads links


The device will reference your conversions in UA and examine if they’re eligible (i.e., occasion or vacation spot objectives) for migration to GA4.

Objectives utilizing different aim varieties or regex should not at present eligible for migration, however possibly sooner or later.

GA4 Setup Assistant conversions

This migration display is just like the Advertisements linking display. Examine the eligible objectives you wish to migrate to GA4 conversions. Ineligible objectives will likely be grayed out.

You’ve gotten the choice to vary the identify of the conversion. I like to recommend leaving it within the underscore format.

GA4 import existing goals


This one is not as flashy, however you probably have quite a lot of customers with entry to your UA property that you just wish to copy to GA4, it might be essentially the most useful device.

When you choose Import from Common Analytics, it can ship you to a help center article detailing the method.

You have to to make use of a Google Sheets Add-on device for this. It feels like work, however it’s fairly fast and painless. The assistance middle article offers nice step-by-step directions on learn how to use it.

Why some customers may wish to choose out

Again to the warnings I’ve in retailer for you…

As an example you fall into Situation 3 (that’s, you have got created a GA4 property and linked it to a UA property however have not accomplished all GA4 Setup Assistant steps).

No matter you haven’t marked as full within the GA4 Setup Assistant device will likely be executed for you.

That is the place, in my view, issues can get fairly sketchy quick.

GA4 Setup Assistant - Incompletea

Sure, I simply instructed you the Setup Assistant has some helpful instruments. However they’re useful as a result of you possibly can management the migration your self.

For all 12 steps within the Setup Assistant, you will need to mark them Full even you probably have not executed them – except you need Google to do it.

That is particularly necessary for these seven steps:

  • Turning on Google Indicators.
  • Organising Conversions.
  • Defining Audiences.
  • Managing Customers.
  • Linking to Google Advertisements.
  • Bidding to GA4 conversions.
  • Focusing on adverts to GA4 audiences.

Let’s break a couple of of those down:

Linking to Google Indicators

Google Indicators is required for remarketing/retargeting with Google merchandise. However some nations might have authorized implications or restrictions, so I would counsel checking together with your authorized group to make certain.

Managing Customers

I simply mentioned how a lot I like this characteristic. However with nice energy comes nice duty. It is best to examine the entry being granted, as there could also be customers you don’t want emigrate. If you happen to let Google do it, they’re going to migrate everybody from UA.

Bidding to GA4 conversions

That is the place the actual hazard begins. If you happen to let Google migrate your conversions for you, and you have not checked them, you take their phrase that you’re nonetheless contemplating the actions from UA that they might migrate to be necessary.

Then, in the event you let Google bid to these conversions in Advertisements, they’re altering the objectives from UA to GA4 conversions that you’re spending actual cash in opposition to.

If you happen to didn’t arrange these conversions, you threat an automatic course of spending your cash in a approach you could not need or that’s not optimized towards your present objectives.

Focusing on Advertisements to GA4 Conversions

Identical considerations as above. You’d have Google migrate audiences for you, hoping they’re adequate, after which bid towards them together with your cash. Your oversight is taken out of the method.

So what’s going to migration appear to be?

For some issues, like conversions, they might append a UA_ to the identify of the conversion in GA4 to point that it got here from UA. Different issues might not have any indication of the place they got here from.

Satisfied? This is learn how to choose out

So are you satisfied but that you must choose out of automigration? Right here’s how.

In your Common Analytics account, go to Admin > Property column > GA4 Setup Assistant.

Scroll to the underside and toggle off the change for “Mechanically arrange a primary GA4 property.”

GA4 automigration opt-out

Opting out will forestall the UA property from being migrated.

If you happen to do not choose out however are linked (that popup modal we preserve getting), then you have to to Mark as full all 12 steps (or no matter you do not need automigrated) within the Setup Assistant in your GA4 property.

If you don’t choose out or don’t mark all as full, Google may migrate some or your entire UA property to a GA4 property beginning as early as this week.

The extra difficult your UA property, the later will probably be migrated since they’ll probably begin with less complicated properties.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed here.

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