Simple Steps To Update to GA4 From Universal Analytics

Here is a technical guide for switching from Universal Analytics (UA) to Google Analytics 4 (GA4):

Step 1: Create a GA4 Property First, you’ll need to create a new GA4 property in your Google Analytics account. This will be a new tracking code that you’ll need to add to your website.

Step 2: Install GA4 Tracking Code Next, you’ll need to install the GA4 tracking code on your website. You can do this by adding the code snippet to the header section of your website’s HTML code. You can find the code snippet in your GA4 property under the “Admin” section.

Step 3: Link UA and GA4 Properties In order to transfer data from your existing UA property to the new GA4 property, you’ll need to link the two properties. You can do this in the “Admin” section of your GA4 property. Under the “Data Streams” tab, click “Add Stream” and select “Web.” Then, follow the prompts to link your UA property to your GA4 property.

Step 4: Set Up Data Import After linking the properties, you’ll need to set up data import to transfer data from your UA property to your GA4 property. This can be done in the “Admin” section of your GA4 property under the “Data Import” tab. Follow the prompts to set up data import from your UA property.

Step 5: Create Custom Events and Parameters In GA4, events and parameters are used to track user interactions on your website. You’ll need to create custom events and parameters in your GA4 property to track the same interactions that you were tracking in your UA property. You can do this in the “Events” section of your GA4 property.

Step 6: Update Your Website’s Tags Finally, you’ll need to update your website’s tags to ensure that they’re sending data to your new GA4 property. This includes updating any Google Tag Manager (GTM) tags or other tracking scripts that you’re using on your website.

By following these six steps, you can switch from Universal Analytics to Google Analytics 4 and continue gathering accurate data and insights on your website.

Right Hand Ads Removed from Google

Google recently confirmed all right hand ads will be removed from the desktop search results. This new layout has been being tested on some search queries for a while and obviously Google was happy with the results.

Why did Google make this change?

Google is balancing search experience and the business needs of increasing advertising revenues. Over the last year, Google has seen an increase in paid clicks but this has been balanced with an average cost per click decrease of 13%.

There also have been a dramatic increase in advertising revenue from mobile search:

“Our very strong revenue growth in Q4 reflects the vibrancy of our business, driven by mobile search as well as YouTube and programmatic advertising, all areas in which we’ve been investing for many years,” said Alphabet Chief Financial Officer Ruth Porat in a statement.

Read more about Google’s 2015 Q4 Earnings here

What does this mean for the advertiser?

Eliminating 70% of the available first page advertising positions will likely drive up CPC prices.

Remarketing Dramatically Increases ROI

AdWords performance can be dramatically improved by implementing Remarketing which allows advertisers to reach viewers who have already been to your site.


  • Build a list of visitors who’ve already been to your site, then show relevant ads across the Google Display Network
  • Offer special promotions for visitors from certain locations, and refine lists further based on their behavior on your site
  • Create lists of visitors who put items in their shopping carts but never checked out, or target visitors who have not converted in the last 7 days
  • Select visitors who have completed a prior conversion, and show them ads for companion or accessory products


Read Google’s case study describing how implementing remarketing resulted in a 1,300% ROI for a watch company.

Google’s Watchmaker Case Study

Interested in Remarketing but not sure how to get started? Contact us today to set up a free marketing consultation!