Why a GA4 Audit After Migration

The Pitfalls of the UA to GA4
Automated Migration

picture at the buttom is a row of coloured pencils and above them in movable block letters is the work ANALYTICS The world of digital marketing is in a constant state of evolution, and Google Analytics is no exception. Nearly 2 years ago, Google introduced Google Analytics 4 (GA4), a major update to the widely used Universal Analytics (UA). Many people ignored this new version simply because it didn’t function like the old UA and when released and  it functioned more like a beta version then a production version. Still Google gave us a warning that the old UA would stop working by June 30, 2023. Around mid May 2023, Google started to automate the migration for businesses who still hadn’t migrated themselves from UA to GA4. Many businesses who relied on automated migration process from UA to GA4, are now raising concerns about data accuracy, tracking implementation, and the overall performance of their analytics setup. In this blog post, I will explore the challenges associated with the transition to GA4 and why it’s essential to hire a professional for a GA4 audit of your configuration, especially if you let Google do your migration.

The Automated Migration from UA to GA4

Google’s decision to discontinue support for UA has left businesses with no option but to transition to GA4. While the transition was necessary, the automated migration process had its problems. Here are some of the key issues that have been reported by businesses:

Data Discrepancies:

Many businesses are noticing discrepancies in their data after migrating to GA4. These inconsistencies are frustrating and make it difficult to trust the analytics data for decision-making. Inaccurate data can lead to misguided marketing strategies and wasted resources. Some of these discrepancies, may simply be misunderstanding how Google Analytics now measure things differently and in other cases, the configuration is causing these issues.

Complex Setup:

GA4’s configuration is complex and challenging to set up correctly. The new event-driven model, user-centric tracking, and event parameters require a deep understanding of the platform. Misconfigurations can result in missing or inaccurate data, making it difficult to gain actionable insights.

Learning Curve:

Migrating from UA to GA4 often involves a steep learning curve. For businesses without dedicated analytics experts on staff, this can be a significant challenge. If your organization let the migration to gA4 happen automatically without a strong understanding of its features and capabilities may have led to suboptimal results. That’s why K’nechtology offers both GA4 end-user and administration training.

Loss of Historical Data:

GA4 does not support the import of historical data from UA. This means that businesses lose access to valuable historical data that could help them analyze trends, track user behavior, and make informed decisions. Without historical data, it’s challenging to evaluate the impact of changes in your marketing efforts over time.

Limited Documentation:

GA4 is still relatively new, and as a result, there is limited documentation available to assist users. This lack of resources can make it difficult for businesses to troubleshoot issues and maximize the potential of their analytics setup.

Why You Need for a Professional GA4 Audit

Photo of some charges and the corner of a laptop computerGiven the issues with GA4 and the challenges associated with the automated migration, it’s clear that a professional GA4 audit is essential. Here are some compelling reasons why you should consider hiring an expert to assess your GA4 configuration:

Data Accuracy:

A GA4 audit by a skilled professional can help ensure that your data is accurate and reliable. They will review your tracking implementation, identify discrepancies, and fix any issues that may be causing data inaccuracies. This accuracy is crucial for making informed business decisions and optimizing your marketing efforts.


GA4 offers extensive customization options, but many businesses underutilize them due to the complexity of the platform. A professional audit can help you tailor GA4 to your specific business needs, ensuring that you capture the data that matters most to your goals.

Improved Tracking:

A professional audit will identify opportunities to enhance your tracking setup. They can configure event tracking, custom dimensions, and user properties to provide a deeper understanding of user behavior and engagement on your website or app.

Compliance and Privacy:

GA4 introduces new features to help businesses comply with data privacy regulations. A professional auditor can ensure that your configuration adheres to these regulations, protecting your business from potential legal issues.

Historical Data Recovery:

While you can’t import historical data into GA4, an experienced auditor can help you leverage the data that’s still available in UA. They can set up a data bridge to connect your UA and GA4 properties, allowing you to continue using historical data for analysis and decision-making.

In-Depth Insights:

With an expert’s help, you can gain more profound insights into user behavior, conversion paths, and key performance indicators (KPIs). This enhanced understanding allows you to fine-tune your marketing strategies and achieve better results.

Continuous Monitoring:

An audit is not a one-time event; it’s an ongoing process. Hiring a professional ensures that your GA4 setup is continually monitored and optimized as your business evolves and the digital landscape changes.


The transition from Universal Analytics to Google Analytics 4 was a necessary step in keeping up with the ever-changing world of digital marketing. However, the automated migration process and the complexities of GA4 can pose significant challenges for businesses. Issues such as data discrepancies, loss of historical data, and complex setup can hinder the effectiveness of your analytics.

To navigate these challenges and make the most of GA4, it’s crucial to hire a professional to audit your configuration. An expert can ensure data accuracy, customize GA4 to your specific needs, recover historical data, improve tracking, and provide in-depth insights. This investment in professional auditing will ultimately lead to more reliable data, better decision-making, and a competitive advantage in the digital marketplace. Don’t let the pitfalls of GA4 migration hold your business back; take the proactive step of hiring a professional to ensure your analytics setup is optimized for success.