How to Migrate to Google Analytics 4 Your Magento Store

How to Migrate to Google Analytics 4 Your Magento Store

In the dynamic world of e-commerce, data-driven insights are crucial for making intelligent and informed decisions. Analytics tools empower online store owners to understand customer behaviour, optimise performance, and enhance overall user experience.

Google Analytics 4 (GA4) represents the next evolution in analytics, offering enhanced features and capabilities compared to its predecessor, Universal Analytics (UA). It introduces a more user-centric approach, focusing on customer journeys and providing a comprehensive view of user interactions across devices and platforms.

For Magento store owners, migrating to GA4 is not just an option—it’s a strategic move. GA4 is designed to better capture the complexities of modern user behaviour, offering improved e-commerce analytics and more robust tracking features. The migration ensures your online store stays ahead in the competitive e-commerce landscape.

Google Analytics 4

Understanding Google Analytics 4

Key Features and Improvements Over Universal Analytics

GA4 introduces advanced features like machine learning-powered insights, event-based tracking, and improved cross-platform measurement. The shift from session-based to event-based monitoring allows for a more detailed understanding of user interactions, providing richer data for analysis.

Benefits of GA4 for E-commerce Businesses

E-commerce store owners stand to gain significantly from GA4’s enhanced capabilities. The platform provides deeper insights into user behaviour, enabling a better understanding of the customer journey and facilitating data-driven decisions to optimise the online shopping experience.

Overview of Event-Based Tracking in GA4

Event-based tracking in GA4 is a game-changer. It lets you define your website’s specific interactions (events), such as product views, clicks, and purchases. This option provides a nuanced understanding of user engagement and helps tailor your analytics to suit your e-commerce needs.

GA4 Possible Disadvantages

While GA4 brings numerous advantages, it’s essential to acknowledge potential challenges. Users might face a learning curve due to the shift in tracking methodology, and some features from UA may require adjustments. However, these bumps are outweighed by the long-term benefits.

Universal Analytics to Google Analytics 4

Preparing for Migration

Checking Magento Store Compatibility with GA4

Before diving into migration, ensure your Magento store is compatible with GA4. Check for existing extensions or custom features that need updates to work seamlessly with GA4.

Backing Up Existing Universal Analytics Settings and Data

Before migration, create a backup of your Universal Analytics settings and data. This precautionary step ensures a safety net in case of unforeseen issues during or after migration.


Setting Up Google Analytics 4 for Magento

Creating a New GA4 Property

Begin the migration process by creating a new GA4 property. Follow Google’s step-by-step instructions to set up a property dedicated to your Magento store. The link to that instruction is here:

Google Analytics 4 and Magento

Obtaining GA4 Tracking Code and Integrating It into the Magento Store

Retrieve the GA4 tracking code from your newly created property and seamlessly integrate it into your Magento store. This step is crucial for initiating data collection in the GA4 environment. The link with all Google’s official instructions for this step is here:

Take the time to configure basic settings in GA4 to align with your e-commerce objectives. This includes setting up your business information, enabling e-commerce tracking, and defining relevant conversion goals. The configuration process is also covered in the link above.


Configuring Enhanced E-commerce Tracking

Setting Up Enhanced E-commerce Features in GA4

Leverage GA4’s enhanced e-commerce features to gain comprehensive insights into user interactions—Configure settings such as product impressions, promotions, and purchases for a complete overview of e-commerce activities. Aaand here is the link to those instructions:

Mapping Magento Store Data to GA4 Parameters

You should also ensure seamless data flow by mapping Magento store data to GA4 parameters. This step involves aligning your product catalogue, user IDs, and other relevant information with GA4’s event model. These instructions can help you with that:

Before fully implementing enhanced e-commerce tracking, conduct thorough testing to validate the accuracy of data collection. This ensures that your GA4 setup effectively captures the desired e-commerce metrics. 


Migrating Goals and Conversions

Understanding the Differences in Goal Setup Between Universal Analytics and GA4

Be mindful of the distinctions in goal setup between UA and GA4. While the fundamental concept remains, GA4 introduces a more flexible, event-centric approach to goal tracking.

Review and recreate your goals in GA4, considering the platform’s event-based tracking model. Additionally, explore new possibilities for goal creation that GA4 introduces.

After setting up goals in GA4, verify their accuracy through thorough testing. This step ensures that your goals align with your business objectives and provide meaningful insights.


Utilising Custom Dimensions and Metrics

Exploring the Flexibility of Custom Dimensions and Metrics in GA4

Use the full power of custom dimensions and metrics in GA4 to adjust your analytics to specific aspects of your Magento store. This flexibility allows for a better understanding of user behaviour and interactions.

Also, identify custom parameters unique to your Magento store and implement them in GA4. This customisation ensures that your analytics reflect the specific metrics relevant to your e-commerce business. Tip: Constantly monitor the impact of custom dimensions on your data insights. 


Integrating GA4 with Magento Apps and Extensions

Check the compatibility of your existing Magento apps and extensions with GA4. Some might need updates or replacements to integrate seamlessly with the new analytics platform.

Explore GA4 integrations tailored for Magento to enhance the platform’s capabilities. Look for tools that complement your e-commerce analytics needs and provide additional insights.

Google Analytics 4 Stats

Post-Migration Best Practices

Once migrated, actively monitor and analyse data in your new GA4 property. Familiarise yourself with the updated interface and explore the insights it provides.

Remember that optimisation is an ongoing process. Regularly review your tracking settings based on insights gained from GA4. This iterative approach ensures that your analytics evolve with the changing dynamics of your e-commerce business.

And keep an eye on Google’s updates because they continually enhance the platform, so why not leverage new functionalities for your Magento store?



We hope you can now clearly see why we said in the introduction that migrating to Google Analytics 4 is a strategic move for Magento store owners. The platform’s advanced features, event-based tracking, and enhanced e-commerce capabilities offer a more comprehensive understanding of user behaviour and ultimately contribute to improved decision-making.

If you still need to initiate the migration process, now is the time to take action. You can find all the technical instructions on Google’s official website, on the previously provided links. If you need help in this migration process or have another Magento-related problem, feel free to contact us. We’ve been Magento specialists for more than 15 years, and we have experience in problem-solving; therefore, we’re a good fit. 

So, migration to GA4 is not just a one-time task but a long-term investment in the success of your Magento store. Welcome the advanced analytics features, adapt to the event-based tracking model, and see the full potential of your e-commerce business.

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