There has been a shift in the analytics landscape. Google Analytics 4 (GA4) is replacing Universal Analytics (UA). Partly in response to Amplitude Analytics, which has emerged as a powerful tool for data analysis, offering several advantages over GA4.
Adobe Analytics is also a key player in this battle for analytics supremacy. But Amplitude is the modern analytics tool that integrates with open tech stacks.
Switching from GA4 to Amplitude Analytics can seem daunting. However, with some planning, the transition can be relatively seamless. This post will outline the steps you need to take to make the switch and the number one mistake we see clients make repeatedly.
While you need to consider a few tools when moving data between to analytics platforms, with the right instructions — the process can be seamless.
Step #1: Set Up Your Taxonomy Tracking and Reporting
The first step in switching from Google and Adobe Analytics is setting up your taxonomy tracking and reporting. This process is often overlooked (more on that later) but is crucial to getting accurate data in Amplitude Analytics.
Here’s an example template we use to map taxonomies between tools:
To set up your taxonomy, you’ll need to:
- Review important goals, triggers and properties associated with your events, including custom dimensions
- Revisit your core company objectives together with the reports you frequently use in UA or Adobe Analytics
- List the additional dashboards and reports to create in Amplitude Analytics
- Build an Amplitude taxonomy that clearly defines all the events to be tracked, their tracking priority, the associated parameters, and the conversions
Based on the information gathered in this step, you can start tracking events in Amplitude Analytics that accurately reflects your business goals. This process will be helpful when configuring your Amplitude account to receive data from UA and Adobe Analytics.
Step #2: Build Your Digital Analytics Data Layer
Building a digital analytics data layer is essential for tracking website activity and migrating data between platforms. There are three elements to consider:
- SDKs (software development kits): Collect data from websites and mobile apps
- Data layers: Store the collected data
- Tag management systems: Manage the tags to track the collected data
Amplitude Analytics, GA4, and Adobe Analytics each plug into tag management systems that manage these elements. This common ground is exciting, especially for websites, as you can reuse most of your existing instrumentation work.
For instance, you can use Amplitude Analytics to pull data from GA4 and Adobe Analytics by creating a data layer. Data layers can also help you troubleshoot implementation issues and ensure that your information is accurate.
Data layers may seem daunting. However, it’s essential for any website that wants to maximize its analytics capabilities. Otherwise, you may end up with incorrect data, or worse, lose it.
Step #3: Configure Amplitude’s Google Tag Manager (GTM) Template or Use Adobe’s Launch Extension
The Amplitude Google Tag Management template is the best way to migrate from GA4 to Amplitude. The template includes client-side and server-side tags, making it easy to transfer all your data with just a few clicks.
The client-side tag uses the same measurement protocol as GA4, so there’s no need to change your code.
The server-side tag sends data directly to Amplitude, so you’ll get the most accurate and complete picture of your user’s behavior.
If you want to migrate from Adobe Analytics to Amplitude Analytics, the Adobe Launch Extension from Amplitude is the perfect tool.
To configure the extension, you’ll need to add your Amplitude API key to the extension’s general settings page.
Once you’ve added the API, the extension will automatically map all your Adobe Analytics events to their corresponding Amplitude events.
You can also use the extension to send custom events to Amplitude. Simply create a new event in the extension’s interface and specify the Amplitude event name, properties, and user ID.
Adobe’s Launch extension makes it easy to start with Amplitude and take advantage of its powerful event tracking capabilities.
Step #4: Import Your Historical Data
BigQuery is a powerful tool to help you migrate historical data from Google Analytics to Amplitude Analytics.
The process is to export your Google Analytics data into BigQuery, then use Amplitude’s built-in migration tool to import the data into your new Amplitude account.
You can complete this process in just a few minutes, and it’ll give you access to all of Amplitude’s powerful features.
Amplitude’s Adobe Analytics integration makes it easy to import your Adobe Analytics data into Amplitude Analytics without any engineering work.
To start, connect your Adobe Analytics account to Amplitude and select the data you want to import. Amplitude will then automatically create a mapping of the data types between the two platforms, ensuring that all of your historical information is accurate.
The entire process can be completed in just a few minutes, making it easy to get up and running with Amplitude without starting from scratch.