Our team will smoothly migrate your organisation’s analytics to “Google Analytics 4”
For public-sector organisations – municipalities, schools, museums, libraries and other organisations – website analytics help you better understand how residents use digital services. By seeing which pages are most visited, where users encounter difficulties and which content formats work best, you can make informed decisions about improving the website. “Google Analytics 4” is a next-generation analytics solution designed for modern privacy, data management and multi-device usage needs.
If you have used an earlier version of “Google Analytics” until now, migration to GA4 is not just a technical update. It is an opportunity to review again what data your organisation collects, how it is used and whether the analytics solution complies with GDPR, cookie management and accessibility requirements. A properly carried out migration not only preserves analytics continuity, but also ensures that data is collected responsibly and transparently.
Why is migration important now?
The earlier version of “Google Analytics” no longer matches the current direction, where more and more attention is paid to privacy, clear consent management and more accurate event tracking. The sooner you implement GA4, the sooner you will start collecting historical data in the new format, which will be needed for annual reports, communication planning and assessing website effectiveness.
For public-sector organisations this is especially relevant, because websites often serve very different audiences: residents, pupils, parents, cultural visitors or readers. Without consistent analytics, it is harder to assess whether important information is easy to find, whether e-services work smoothly, or whether the website really meets users’ needs.
Why migrate to “Google Analytics 4”?
- Designed for modern privacy requirements
GA4 was created with tightening data protection requirements and the changing cookie environment in mind. This is especially important for the public sector, where it is necessary to clearly justify what data is collected, for what purpose and how long it is stored.
When implementing GA4, you can review data retention settings and consent management, and make sure the analytics is aligned with your website’s privacy policy. This approach helps you handle visitor data more responsibly and reduces the risk of non-compliance with GDPR requirements.
- More flexible reports and clearer insights
GA4 gives more opportunities to analyse not only page views, but also specific user actions: document downloads, form submissions, button clicks or transitions to important service sections. This allows you to see more accurately how residents use the website and where improvements are needed.
For example, a municipality can track whether residents can easily find application forms, a school can see whether admissions information is easy to reach, and a library can check whether visitors successfully use the events calendar. Such insights help you make decisions based on real use rather than guesswork.
- Event-based measurement
Unlike the earlier version, GA4 is based on events, so analytics becomes more flexible and better suited to specific website goals. You can define more precisely what counts as an important action for your organisation: viewing the contact page, registering for an event, downloading a document or using search.
This is especially useful for institutions whose websites are about information accessibility and service availability rather than commercial sales. Properly configured events allow you to measure what really matters for your organisation’s work.
- Better visibility of multi-device usage
Today residents browse websites on phones, tablets and computers, so it is important to understand the full user journey. GA4 helps you better assess how visitors move between different devices and at which stages they encounter obstacles.
Such data is useful when planning website updates, especially when the aim is to ensure comfortable use on a mobile phone. This is also closely linked to accessibility: clear structure, understandable navigation and content that is easy to reach benefit all users.
How does migration work?
Migration to GA4 involves more than creating a new account. First, we assess the current analytics situation: what data is collected, what goals are set, whether “Google Tag Manager” is used, and whether the cookie consent solution works properly on the website. We then prepare a clear migration structure and configure the new measurement according to your organisation’s needs.
During implementation, we take care of tracking the most important events, reporting logic and data quality. If needed, we help align analytics with the privacy policy, cookie banner and internal data management processes. Our aim is for analytics to be not only technically implemented, but also genuinely useful in day-to-day communication and service quality analysis.
What does your organisation get?
By choosing a professional migration, you get a well-prepared GA4 environment, clear event measurement and the basis for reliable reports. This means you will be able to answer practical questions more easily: what information is most important to residents, which pages need better content structure, whether e-services are easy to reach.
In addition, properly configured analytics helps you responsibly align data collection with GDPR, transparency and accessibility principles. In the public sector, this is especially important because a website must be not only informative, but also reliable, clear and open to all users.
If you are planning a migration to “Google Analytics 4”, entrust it to a team that understands not only the technical side, but also the needs of the public sector in Lithuania.