Beyond Migration: Getting The Most Out Of Google Analytics 4

In this article, we will explore four essential things businesses should keep in mind after moving over to Google Analytics 4.

Moving to Google Analytics 4 (GA4) marks an important milestone for businesses in harnessing advanced analytics capabilities. However, the migration process is only the beginning.

At Filter, we recognise the significance of staying ahead of industry advancements to deliver cutting-edge solutions to our clients. Understanding the dynamic nature of the digital landscape, we have proactively embraced Google Analytics 4 and have already implemented it into various client projects.

By leveraging the power of GA4, we empower our clients with advanced analytics capabilities, enabling them to gain deeper insights into user behavior, make data-driven decisions and drive business growth.

In this article, we want to highlight a few key considerations that we feel businesses should keep in mind to ensure they maximise the potential of the platform and derive meaningful insights:

1. Explore Advanced Analysis Features

GA4 offers a range of advanced analysis capabilities, including predictive analytics and automated insights – these aspects can revolutionise the way you understand and leverage your data.

The platforms predictive capabilities apply Google’s machine learning models to analyse your data and predict future actions users might take.

Automated insights detect unusual changes or emerging trends within your analytics data and automatically notifies you on your main insights dashboard inside the platform directly.

You can also create your own custom set of rules to generate insights, such as changes in your data that are important to you specifically. When the conditions are triggered, you can opt to receive email alerts and you can set up to 50 customised insights per GA4 property.

2. Capitalise on Customisation

Make the most of the extensive customisation options GA4 has to offer with:

a. Event Tracking: Review and refine your event tracking setup in GA4. Ensure that your key user interactions, conversions and goals are being accurately captured.

b. User Properties: Leverage user properties to gain deeper insights into your audience. Define and track user-specific attributes such as demographics, interests or user roles.

c. Enhanced Measurement: Enable enhanced measurement features in GA4 to automatically track common events such as page views, scrolls, outbound clicks and more. Streamline your tracking process and focus on analysing the most important user interactions.

Implementing Google Analytics 4

We had the pleasure of working with Seoul Bird, a multi-location Korean friend chicken restaurant brand. While we created a brand new website for the business, we implemented GA4 as part of the process.

3. Integrate GA4 with Other Data Sources

Explore opportunities to integrate GA4 with other data sources, such as CRM systems, marketing automation platforms or third-party tools.

By consolidating data from multiple sources, you can gain a more comprehensive view of customer interactions, improve data analysis and make informed decisions across your organisation.

By bringing together data from sources like customer profiles, purchase history, email campaigns, social media interactions and website analytics, you can create a holistic customer view. This allows you to identify patterns, uncover insights and make data-driven decisions that drive business growth.

4. Stay up to date with platform changes and new features

Google Analytics is an evolving platform, and Google frequently introduces updates and new features. It is crucial to stay informed about these changes and enhancements.

Stay connected with Google Analytics resources, including release notes, blogs, and community forums.

You can also keep track of independent resources like our very own news section or other outlets online.

By keeping up to date, you can take advantage of new features and capabilities as they are introduced, ensuring you are utilizing GA4 to its fullest potential.


Transitioning to Google Analytics 4 opens up new possibilities for businesses to gain advanced insights into user behavior but after completing the migration process, businesses must focus on adapting to the new platform and maximising its potential.

By considering these four key aspects, businesses can leverage GA4 effectively and make data-driven decisions to drive growth and success.

We can’t wait to see how GA4 develops in the future and the valuable opportunities it may hold for our future client projects.

Get in Touch

If you’d like to know how we could help you to elevate your next digital project, please fill in this simple form and we’ll get back to you soon!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Frequently Asked Questions

GA4 is the latest version of Google Analytics that offers advanced analytics capabilities and a more user-centric approach to data analysis. It provides insights into user behaviour across various platforms and devices.
GA4 introduces a new data model and updated interface compared to the traditional UA. It focuses on event-based tracking, machine learning insights, and cross-platform user analysis. GA4 provides a more flexible and comprehensive approach to data collection and analysis.
The answer to this is yes at the moment, kind of… You can still access your UA data for 6 months after the change-over deadline on the 1st July 2023. After January 2024, you won’t be able to access your UA properties. You can read more about this here.
GA4 offers enhanced cross-platform tracking, advanced analysis features, machine learning capabilities, and more flexibility in data collection. It provides a holistic view of user interactions and helps businesses make data-driven decisions to optimize marketing efforts, improve user experiences, and drive business growth.
Some key features of GA4 include enhanced event tracking, an analysis hub, machine learning-driven insights, cross-platform and cross-device tracking, customisable dashboards, and real-time data analysis.
GA4 is a relatively new platform, so some features and integrations that were available in UA may not be fully supported or equivalent in GA4 yet. It’s important to carefully evaluate the specific requirements of your business and ensure that GA4 meets your tracking and reporting needs before fully transitioning.

Related Articles

Filter Named as WP Engine’s EMEA Agency Partner of the Year 2024

Filter Named as WP Engine’s EMEA Agency Partner of the Year 2024

We are pleased to share the exciting news that WP Engine has appointed Filter as their EMEA Agency Partner of the Year for 2024!

Your New WordPress Block Editor AI Assistant

Your New WordPress Block Editor AI Assistant

OpenAI has recently launched the GPT store which helps users to find popular custom versions of ChatGPT. In this article, we’re exploring how this could help WordPress admins to build innovative and dynamic websites.

Introducing PersonalizeWP: The Ultimate WordPress Personalisation Plugin

Introducing PersonalizeWP: The Ultimate WordPress Personalisation Plugin

Say hello to PersonalizeWP, an essential plugin to enable personalisation features within WordPress core.


Interested in working with us? We’d love to hear from you.

Copy link
Powered by Social Snap