Google Analytics 4 (GA4) ‘auto-migration’: Should You Opt Out?
In this digital age, analytics are the key to understanding user behavior and drawing insights from vast amounts of data. One of the most popular and widely used analytics platforms is Google Analytics (GA). In October 2020, Google launched its next-generation analytics platform, Google Analytics 4 (GA4). With it, came the concept of ‘auto-migration’, which refers to the automatic migration of existing GA accounts to GA4.
In this article, we will discuss the importance of opting out of auto-migration and the steps you need to take to make sure your data is moving in the right direction.
What is ‘Auto-Migration’?
Auto-migration is the process by which existing Google Analytics accounts are automatically transitioned to the new Google Analytics 4 platform. This migration process is mostly automated, though it can be tweaked and customized. Google Analytics 4 is the next-gen version of the platform and offers a plethora of features and capabilities that older versions lack.
Benefits of Opting Out of Auto-Migration
Opting out of auto-migration has its advantages for those that don’t want to move to Google Analytics 4 just yet. Here are some of the benefits:
• You can keep all of your existing data and reports intact, without having to worry about any data loss or inconsistencies.
• You can continue using Google’s Universal Analytics platform and take advantage of its features without having to switch over to the new platform.
• It allows you to take your time in transitioning to the new platform, giving you time to understand the differences and make sure your data is properly migrated when the time comes.
Drawbacks of Auto-Migration
There are a few drawbacks to opting into auto-migration. These are:
• You will lose out on some key features of Google Analytics 4, such as the ability to collect data from sources other than websites (e.g., mobile apps).
• You may also experience some data discrepancies, as data from the two platforms are not always compatible.
• The auto-migration process can take some time and requires some technical expertise, which may be difficult for some users.
How to Opt Out of Auto-Migration
Opting out of auto-migration is actually quite simple. You just have to follow these steps:
• Go to the Admin section in Google Analytics.
• Select the ‘Account Settings’ option and then click on ‘Auto-Migration’.
• Click the ‘Opt-Out’ button and confirm your choice.
By opting out of auto-migration, you can keep all of your existing data and reports intact, and maintain control over when and how you transition to the new platform. However, you may miss out on some of the features and capabilities offered by Google Analytics 4. Ultimately, it is up to you to decide whether the benefits outweigh the drawbacks, and whether opting out of auto-migration is the right choice for you.