Digital Marketing
Guerrilla Marketing vs Traditional Marketing: What’s More Effective Today?
In a world where consumers scroll, skip, and swipe faster than ever, marketing strategies are evolving — and not always in the direction you’d expect....
In this case study, we explore the intriguing journey of migrating a complex Google Analytics Universal Analytics tracking setup to the new Google Analytics 4 platform for a restaurant/hotel aggregator website. Our team faced significant challenges, devised unique approaches for each, and found effective solutions to ensure a seamless transition and accurate data collection/analysis. So, if you are wondering – how to migrate to GA4, here are some challenges you may face shortly:
Bonus Tip: Map the existing custom dimensions to corresponding data layer variables in Google Tag Manager from the beginning to avoid complications later on.
Here’s a link to the GA4 migration planner sheet you can use to document the whole process:
UNIVERSAL TO GA4 MIGRATION PLANNER
Issues Faced:
After configuring event scoped custom dimensions, when we tried to analyze our data in Looker Studio reports by using these custom dimensions as filters, the engagement metrics all became 0 [engagement rate became 0, bounce rate became 100%, and new users were 0]. The engagement metrics did not seem to be compatible with custom dimensions.
Context:
“In Universal Analytics, a user-scoped custom dimension (set in the middle of the user session) was applied to every event of the same session (even if some event occurred before the dimension was set). In GA4, User Property is set to all the events but from that particular moment going forwards. Past events of the same “session” are not modified (because GA4 tries to ditch the concept of a “session” (to some extent)).”
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Just select the ones you wish to import and click Import the selected Ads Links and confirm.
By following this framework, anyone can successfully migrate a complex Google Analytics Universal Analytics tracking setup to the new Google Analytics 4 platform for most websites. We recommend approaching each challenge systematically, ensuring a smooth transition and accurate data measurement in the new platform.
If you still need help with GA4 migration or reporting, remember, we are just a click away.
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