Simplifying GA4 Migration with Google Tag Manager: A Step-by-Step Tutorial

Aug 15, 2023

Simplifying GA4 Migration with Google Tag Manager: A Step-by-Step Tutorial


In today's fast-evolving data analytics landscape, transitioning from Google Analytics 3 (GA3) to Google Analytics 4 (GA4) has become a necessity. However, this shift poses unique challenges for businesses that heavily rely on GA3 data for their strategic decision-making. To bridge this critical gap, Universal Analytics Vault offers a tailored solution that blends GA3 and GA4 data into a consolidated dashboard, ensuring uninterrupted data-driven insights. In this blog, we'll provide you with a comprehensive step-by-step tutorial on how to migrate to GA4 using Google Tag Manager and highlight the importance of this migration, along with Universal Analytics Vault's role in safeguarding your GA3 data.

Understanding the Need for GA4 Migration 

As Google discontinues GA3 and introduces incompatible GA4 data structures, businesses must urgently migrate their analytics setup. GA4 presents advanced features like cross-device tracking, machine learning insights, and robust event tracking, empowering businesses to gain deeper user behavior insights for better decision-making.

The Benefits of Google Tag Manager 

Google Tag Manager (GTM) plays a pivotal role in the migration process, simplifying and centralizing the management of tracking codes and tags. Key benefits of GTM include:

Easy Implementation: 

Implement tracking codes without website code modifications.

Seamless Integration: 

Integrate with various analytics tools and third-party tags.

Faster Deployment: 

Reduce reliance on web developers for quicker changes.

Enhanced Tracking Accuracy: 

Achieve a comprehensive view of user interactions with improved flexibility.

Step-by-Step GA4 Migration Using Google Tag Manager 

Follow these steps to migrate from GA3 to GA4 using Google Tag Manager smoothly:

Step 1: Set Up a New GA4 Property: 

Create a new GA4 property within your Google Analytics account to collect data under the GA4 data structure.

Step 2: Install GA4 Tracking Code via GTM: 

Set up a new tag in Google Tag Manager to implement the GA4 tracking code. Configure the tag to fire on all pages of your website for comprehensive data collection.

Step 3: Enable Data Collection in GA4: 

After implementing the GA4 tracking code through GTM, enable data collection in your GA4 property to start gathering valuable insights.

Step 4: Configure Custom Event Tracking: 

Utilize GTM to set up custom event tracking in GA4, capturing specific user interactions and behaviors on your website.

The Consequences of Not Connecting GA4 and Google Tag Manager 

Failing to connect GA4 with Google Tag Manager can lead to severe consequences, including:

Loss of Valuable Data: 

A non-seamless migration risks losing historical data and disrupting analytics insights.

Incomplete Tracking: 

Manual implementation of GA4 tracking codes can result in tracking discrepancies and incomplete data.

Navigating GA3 Sunset with Universal Analytics Vault 

Universal Analytics Vault's unique offering addresses the challenges of GA3 sunsetting by blending GA3 and GA4 data into a consolidated dashboard. Through seamless integration with Google Tag Manager, businesses can safeguard their historical data and maintain uninterrupted data-driven decision-making.


Migrating from GA3 to GA4 with Google Tag Manager is a pivotal step for businesses striving to stay competitive in the data analytics landscape. By following our step-by-step tutorial, you can ensure a smooth transition and leverage the advanced features of GA4. Additionally, Universal Analytics Vault's tailored solution safeguards your GA3 data, allowing you to make informed decisions and maximize your analytics potential. Need assistance with GA4 migration? Connect with us for a hassle-free transition.