GA4 Migration Services for eCommerce Brands

When it comes to tracking brand performance, Google Analytics is the secret ingredient to success! An integral part of your marketing mix, Google Analytics helps brands identify where they’re seeing the most success and where they can improve their design and content. With Universal Analytics closing up shop in July, businesses must migrate to Google Analytics 4 (GA4)

To get ahead of the transition, brands should start migrating sooner than later. Need a little support making the change? Switching to GA4 is a piece of CAKE with a little help from the eCommerce marketing experts at CakeCommerce. Our GA4 setup and migration services are here to help make your brand top tier.

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What is GA4?

Introducing: the next generation of Google Analytics! It’s a new platform that collects and interprets both website and app data to better understand the customer journey. Google Analytics 4 uses advanced machine learning to predict purchasing probability and the churn rate for every user who visits your brand’s site. It leverages event-based info as opposed to session-based data and focuses on both active users and total users. GA4 does it all!

CAKE’s GA4 Migration Services

We get it – no one likes change. If the recipe is already chef’s kiss, why change it? Sometimes, though, change is a good thing – and we like to try to see the benefits over the setbacks. While migrating from Universal Analytics to GA4 may be a bit of an inconvenience for eComm brands, there’s a way to make the transition a little sweeter.

Trust CakeCommerce to make migrating from Universal Analytics to GA4 a cakewalk! Our GA4 services are designed with your brand’s success in mind. With our expert team of eCommerce specialists, implementing GA4 into your marketing mix is a no-brainer.

Everything You Need to Know About Google Analytics 4

Why do I need to migrate to GA4?

With Universal Analytics coming to a close in July, switching to GA4 is a must to continue tracking brand performance data. Google already recommends GA4 as the default to get businesses ahead of the transition. It’s a piece of cake. Just go to and choose the “Create Property” option in the Admin section. Name your property and choose your reporting time zone and country’s currency. Then, you’ll map your UA custom events to GA4, migrate your UA goals and conversion – and, voila! 

What is the difference between UA and GA4?

So, what’s the difference between GA4 vs. UA? Universal Analytics leverages a session-based model, which works to group interactions within a specified timeframe. During these sessions, UA collections and stores any hits – but a single session can actually experience multiple interactions depending on how the user engages with your site. UA tracks this data based on page views. However, if a user doesn’t prompt a new landing page to load, the data won’t be measured, so actions like playing video clips aren’t tracked. To measure these actions, UA needs the support of Google Tag Manager, which can be a lot more time-consuming (not to mention complicated) to implement and track.

On the other hand, GA4 is an event-based model. Google Analytics 4 is designed to collect and store users’ interactions within the “property.” So, you can track things like pageviews, clicks, and other actions to measure how users interact with your site. Although GA4 may still need Google Tag Manager for some of its functions, most events will be tracked automatically on this new platform.

What is happening to UA?

Universal Analytics is set to be replaced by GA4 on July 1st, 2023. It will no longer be used to support or collect data.

Will I lose my UA data?

This short answer is no, but only if you transition it out of UA and into GA4. GA4 is a completely new analytics tracking system. While Universal Analytics is going away, you will want to export your historical UA information so you can continue to view your YoY data in this new platform. 

What are the new features in GA4?

Universal Analytics tracks screen views in separate, mobile-specific properties, whereas GA4 combines web and app data in the same property. GA4 is designed for more simplified and organized reporting, unified metric and dimension scopes, and new privacy-conscious data controls (GA4 will be cookie-less).

Dig Into Our eCommerce Services!

At CAKE, our team is here to set your eCommerce brand up for success. We know navigating this change on your own can be a little sticky, which is why we designed our GA4 services to help make the process seamless. To learn more about our eCommerce marketing services, contact our experts.