Google Analytics 4 (GA4) - Importance of Migrating to GA4



The move to GA4 can lead to misallocation of your Google Ads budget (overspending, or not spending enough) because goals have been removed from analytics.

Please read all information below for guidance on how to make sure these important events (formerly goals) are correctly marked in GA4.

On July 1st, 2023, Google will be moving away from Universal Analytics (UA) to Google Analytics 4 (GA4). This will mean changes to how data is collected, measured, and utilized in your marketing campaigns. 

One of the biggest changes is the removal of Goals from analytics. Instead, GA4 utilizes events and conversions. An event is an action a user takes on your website, like viewing the website. Events that are important to your business, like when a lead signs up, can be manually marked as a conversion. 

In GA4, conversions are the metrics used in Google Ads to create marketing campaigns. Failing to mark these important events as conversions can result in inaccurate measurement of your user data, which can lead to misallocation of your Google Ads budget (overspending or underspending).

How to Mark Events as Conversions

  1. Visit
  2. Click Events (left column)
  3. Use the switch on the right to mark events as conversions

Mark the events as "conversions" to ensure you don't miss any valuable user data


View our Setup Assistant guide for more information, and learn about the full process for setting up GA4 on your website. 

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