Legal Marketing

Transitioning from Google Universal Analytics to GA4 Analytics:

Universal Analytics Discontinued

Essential Steps for Maximizing Website Traffic Insights


In today’s digital landscape, attracting new clients to your law firm requires more than just a well-designed website. It’s crucial to understand how people interact with your site and optimize your online presence accordingly. That’s where analytics come in. Analytics not only measure how many visitors come to your site but also provide valuable insights into their behavior and preferences. As an agency specializing in digital marketing for attorneys, we want to ensure you have access to the most robust analytics platform available.

A decade in internet technology is a lifetime.   Universal Analytics was introduced in 2013, and is now 10 years old.  It is well past time that Google gave us a fresh new look, however, you don’t want to lose the ability to get any analytic data, you must get ahead of the process.

I. Understanding the Transition:

UA google analytics retires1. The Discontinuation of Google Universal Analytics:

As of July 1, 2023, Google Universal Analytics will be discontinued. This means that if you’re still relying on Universal Analytics, you may miss out on important updates and features necessary to stay ahead in the digital marketing game. No action means that you will not be getting even the most basic information from Google about how many people are visiting your site.

2. The Power of GA4 Analytics:

GA4 analytics is the successor to Universal Analytics, offering advanced features and capabilities. With GA4 analytics, you can gain a deeper understanding of your website visitors, their preferences, and how they interact with your site. This valuable data empowers your agency to continuously improve messaging and enhance the search quality of your website, ultimately driving more prospects and revenue to your firm.

II. Preparing for the Migration:

1a. Backing Up Your Data:

When migrating from Google Universal Analytics to GA4, you won’t be able to directly back up Universal Analytics data within the platform. However, it’s important to ensure you have access to any historical data you may need for future reference or comparisons before transitioning to GA4 Analytics. This may involve exporting relevant reports or data from Universal Analytics and saving them securely in your own storage systems.  The migration tool is fairly good, we have migrated over 50 sites, and lost historical data on only 2 of those sites.  However, data loss is possible, and some values from the old Universal Analytics won’t match up to the values in the new GA4 Analytics.

1b. For WordPress Sites:

The vast majority of websites are built on WordPress.   Google has developed a WordPress plugin that highly automates the update, and we highly reccomend it.   We have moved all of our clients to the new Google Site Kit.

2. Setting Up a GA4 Analytics Account:

To begin the migration process, you’ll need to set up a GA4 analytics account. This involves creating a new property in Google Analytics and configuring the necessary settings to track your website traffic effectively.

III. Migrating Data and Configurations:

1. Don’t go it alone!

Use the GA4 Migration Assistant, or use a technologist proficient in Google Analytics to do the job for you.

To access the GA4 Migration Assistant, follow these steps:

  1. Log in to your Google Analytics account.
  2. Navigate to the Admin section of your account.
  3. In the Property column, click on “Data Streams.”
  4. Select the website or app property you want to migrate to GA4.
  5. Look for the “GA4 Setup Assistant” card and click on “Get Started.”
  6. Follow the prompts provided by the Migration Assistant to guide you through the migration process.
  7. The Migration Assistant will help you set up a new GA4 property, configure data streams, and map your existing Universal Analytics configurations to GA4 settings.

By following the GA4 Migration Assistant, you can ensure a smooth transition from Universal Analytics to GA4 Analytics and start leveraging the advanced features and capabilities of GA4 for your website analytics.

2. Transferring Existing Data:

Once your GA4 analytics account is set up, you can initiate the process of transferring your existing Universal Analytics data. Google provides comprehensive migration assistant on how to migrate data seamlessly, ensuring a smooth transition without losing valuable insights.

3. Mapping Configurations:

To ensure continuity, it’s crucial to map your existing Universal Analytics configurations to the corresponding settings in GA4 analytics. This step allows you to retain your tracking parameters and customizations, enabling a seamless experience for your agency’s digital marketing efforts.

IV. Leveraging the Power of GA4 Analytics:

1. Advanced Measurement Capabilities:

GA4 analytics introduces advanced measurement features, including enhanced cross-platform tracking and machine learning capabilities. This means you’ll gain a more comprehensive view of your audience’s behavior across different devices and channels, allowing for more targeted and personalized marketing strategies.

2. Driving Digital Marketing Success:

By harnessing the insights provided by GA4 analytics, your agency can continuously improve messaging and optimize your website for search engine visibility. Understanding your audience’s preferences and behavior enables you to create content that resonates with potential clients, building trust and positioning your attorneys as trusted experts in their respective fields.

3. No Action Means No Insights:

It’s important to emphasize that if you choose not to migrate to GA4 Analytics, you will not receive even the most basic information from Google about how many people are visiting your site. This lack of data can significantly hamper your digital marketing efforts and prevent you from making informed decisions to drive business growth.

GA4 Analytics PreparationV. Ensuring a Seamless Transition:

1. Troubleshooting and Support:

During the migration process, it’s normal to encounter challenges or have questions. Google provides robust support documentation and community forums where you can find answers and seek assistance from experts. Additionally, our agency is here to support you every step of the way, ensuring a successful transition to GA4 Analytics.


Don’t let the discontinuation of Google Universal Analytics hinder your law firm’s digital marketing success. Migrating to GA4 Analytics is crucial to unlock a wealth of insights about your website visitors, their behaviors, and preferences. By leveraging this data, your agency can continuously improve messaging, enhance search quality, and attract new prospects who are predisposed to “know, like, and trust” your attorneys even before meeting them. Act now to ensure a seamless transition to GA4 Analytics and maximize the revenue potential of your law firm’s digital marketing efforts.

If you have any questions or need assistance with the migration process, please don’t hesitate to reach out to our team at Local Legal Marketing by emailing

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