“auto-migration”: Here are the reasons you should choose out

Google will automatically configure your Universal Analytics properties to Google Analytics 4 for you. This is not something you want to do for many reasons.

Are you sure your GA4 is already up? It is possible that you are still subject to auto-migration. Read on to learn more and how to opt out.

Switching to GA4

Google sent a February 9 email stating that they would soon begin configuring Google Analytics 4 to users, starting March (as early this week).

If you have a Universal Analytics property, but have not migrated to GA4, Google will create a GA4 Property for you based upon many of your settings in UA such as your audiences, goals, Ads links and users.

What is Google’s definition for “haven’t migrated?”

Scenario 1 You have a UA asset and have not yet set up a GA4 account. The UA property cannot be opted out from the auto-migration setting.

For people who don’t have the time or don’t want to set-up GA, this will be a common scenario. This is the “long tail”, of customers Google wants to keep GA.

This is a good option if you don’t have the time, or the desire to migrate. Be aware that your data might look different. (Learn more about how migration works below.

Scenario 2 You have created a GA4 Property but have not linked it to a UA Property. Google doesn’t know that it is the same as your UA properties and doesn’t consider it migrated.

This popup modal is available in GA4. It pops up whenever you log in or refresh.

What does linking do? It informs Google that you have created a GA4 Property linked to a UA Property.

Google will automigrate you if that happens.

Not necessarily.

This will depend on how many of the GA4 setup assistance you have completed (more details in a moment).

Scenario 3 You have created a GA4 Property and linked it with a UA Property, but you have not completed the GA4 Setup Assistant steps.

Google will begin filling in for you if you haven’t opted out of migration to UA.

Use the GA4 Setup assistant

The GA4 Setup assistant is a 12-step tool that allows you to track your GA4 migration progress.

You will find some very useful tools in it, including help with audience migration as well as a simpler process for Google Ads linking.

Advertisements linking

You must have admin access to both the Analytics or Ads accounts in order to link. It can be difficult and time-consuming for you to make sure that you have the correct access levels.

The setup assistant tool refers to the links in UA. It does not require admin access to Ads. This is great for when you have someone other than a contractor or agency helping you migrate.

After clicking Import From Universal Analytics,a screen will open that shows all Ads links you have created in UA.

Click on the Import selected Ads links and you can either check or uncheck all boxes. It’s that simple.

Conversions

This tool will refer to your conversions in UA, and check if they’re eligible (e.g. event or destination goals) for migration into GA4.

However, goals that use other goal types and regex are not eligible for migration at the moment.

This screen looks similar to the Ads linking page. Make sure you check the eligibility criteria for GA4 conversions. Grayed out goals that are not eligible will be removed.

You can change the name of your conversion. It is best to leave it in the underscore format.

Users

Although this one isn’t as fancy, it can be very useful if you have a lot users who have access to your UA properties that you want copied to GA4.

Select Import From Universal Analytics to be taken to a help article describing the process.

This will require you to use the Google Sheets Addon tool. Although it sounds tedious, it is actually quite easy and quick. This help center article provides great step-by-step instructions for how to use it.

Some users may want to opt out

Now, let’s get back to the warnings that I have in store…

Let’s suppose you fall under Scenario 3. This is when you have created a GA4 Property and linked it with a UA Property but have not completed the GA4 Setup Assistant steps.

You can do whatever you want in the GA4 Setup assistant tool.

My opinion is that this is where things can quickly get very sketchy.

Yes, the Setup Assistant does have some useful tools. They are useful because you can manage the migration yourself.

You must mark all 12 steps of the Setup Assistant Complete, even if they are not completed – unless Google does it.

This is particularly important for the seven steps below:

• Google Signals:
• Conversions.
• Defining Audiences.
• Management of Users
• Google Ads Linking
• Bid on GA4 conversions
• Advertising to GA4 audience.

Let’s take a look at a few:

Google Signals Linking

Google Signals is required for remarketing/retargeting with Google products. However, there may be legal restrictions or implications for certain countries. I recommend consulting your legal team.

Management of Users

This feature is my favorite. However, great power also comes with great responsibility. As there might be users that you don’t want to migrate, it is important to verify the access granted. Google will migrate all users from UA if you allow them to do so.

Bidding for GA4 conversions

Here is the danger. This is where the real danger lies. If Google allows you to migrate your conversions and you don’t check them, it’s assuming that you still consider the actions of UA as important.

If you allow Google to bid on those conversions in Ads then they will change the goals from UA conversions to GA4 conversions against which you are spending real money.

You run the risk of an automated process that spends your money in ways you don’t want or isn’t optimized for your goals if you didn’t set them up.

Targeting Ads for GA4 Conversions

Similar concerns. Google would then migrate your audiences, hopefully they are enough for you to bid on them with your money. You are not responsible for the outcome.

What will it look like when migration happens?

Some things, such as conversions, may have a UA_ added to the name of the conversion, GA4, to indicate it was from UA. Others may not indicate where they came from.

Convinced? How do you opt out?

Are you still convinced that automigration is not for you? Here’s how.

Go to Admin > Property column > GA4 Assistant in your Universal Analytics account.

Scroll down to the bottom, and toggle off “Automatically setup a basic GA4 property.”

Opting out will stop the UA property being migrated.

If you do not opt out, but are still linked (that popup message we keep getting), then Mark all 12 steps (or anything else you don’t want automigrated) as complete in the Setup Assistant of your GA4 property.

Google may migrate your UA property from a GA4 property if you don’t opt out or mark it as complete. This could happen as soon as this week.

Because they will likely start with simpler properties, the more complex your UA property will take longer to migrate.

The post GA4 “auto-migration”: Why you should opt out was first published on Search Engine Land.