Google Analytics 4 is the current version of Google Analytics, and the old Universal Analytics stopped processing data in July 2023. If your account is still showing old data, or you migrated in a hurry and never verified it, you are making decisions on numbers that may not be real. It is the foundation of my analytics consulting.
A proper migration is more than swapping a tracking code. It is a clean setup that gives you trustworthy answers, with events and conversions configured for the things your business actually cares about.
The first step is seeing what is actually in place. A half-finished migration, duplicate tags, missing conversions, or a Universal Analytics account that is still running. The audit finds it all.
A proper migration maps your old setup to the new one. What did you track in Universal Analytics, what still matters, and how does that translate into GA4 events and conversions.
A clean GA4 property with the right data streams, events and conversions, built for how your business actually works, not a copy of someone else's template.
The events that matter: form submissions, calls, purchases, sign-ups. Each one configured as a conversion so your reports actually reflect what success looks like.
Internal traffic, spam and bot traffic all pollute the numbers. Filters and data retention settings go in so your reports stay clean over time.
Before anyone trusts the numbers, they get checked. Real-time views, debug mode, and a comparison against what you know to be true. If the data does not match reality, we find out why.
The goal is an analytics setup you can use without me. Training on the reports that matter, checking campaigns in under a minute, and knowing the numbers are real.
If you never migrated properly, or you migrated in a rush and never checked the numbers, book a free 30-minute Strategy Session. We will look at what is tracking and what is not. No pitch deck, no obligation.
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