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Migration to Google Analytics 4

Migration to Google Analytics 4


by Hugh Duffy

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Data provides the foundation for strategic decision making. Whether you are a CPA who has recently opened your own business or a long-established accounting firm, data enables your business to better understand your clients’ habits, the strengths (and weaknesses) of your website, and areas for potential growth. Google Analytics has long been the standard by which organizations view the traffic to their websites as well as presenting demographics, traffic variability, and other useful metrics in real-time as well as being able to provide reports for historical data.

For the past decade, Google’s Universal Analytics, has served as the engine that gathers and analyzes data for websites. Beginning in the fall of 2020, Google began to release its latest edition of analytics, Google Analytics 4 (GA4), which is set to replace its predecessor by July 1, 2023. Google Analytics 4 will provide users with the ability to manipulate data in ways that were previously impossible with the free version of Universal Analytics. Additionally, Google Analytics 4 will provide limitless access to data as compared to Universal Analytics, with data sometimes being lost due to monthly caps restraints.

What does this mean for your business?

To prevent the loss of historical data, your organization will have to export a data set prior to July 1, 2023. The instructions for that process can be found here. Once that process is complete, contact your web team to make the switch to Google Analytics 4. There are additional instructions on Google’s website to ensure that data is being collected accurately as well as tools to better navigate GA4, but once the migration is complete, your team will be given access to a wealth of information, the value of which is unparalleled in today’s digital world.

Big data can seem daunting at times, but with the right team and new, innovative tools, such as Google Analytics 4, your business can implement strategies that will lead to both short term gains and long-term success.

As a Build Your Firm client, our Web Team will guide you through all aspects of the migration process to Google Analytics 4. If your business would like to learn about website design from Build Your Firm, contact us at 888-999-9800, ext. 1, or email us at

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Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.