Migrate from Google Analytics to Plausible

Why founders make this migration

• Plausible is GDPR-compliant by default — no cookie banner required in the EU.
• Plausible's UI is dramatically simpler; indie SaaS founders actually open it weekly, which GA4's complexity prevents.
• Plausible is open-source with a self-host option if data residency matters.

When NOT to migrate

• If you rely on GA4-specific audience export to Google Ads, Plausible does not replace that integration.
• If you need deep cohort analysis, GA4's free tier still wins — Plausible is intentionally simpler.

The 5-step migration

1. Step 1

   Add Plausible script alongside GA4

   Plausible's script is one line. Add it to your site head; do not remove GA4 yet. Both run in parallel.

   Pitfall: Removing GA4 before Plausible has 30 days of data. The historical comparison is the migration's quality check.

2. Step 2

   Recreate custom events

   List every GA4 custom event you depend on. Plausible's custom event API is simpler but uses different syntax. Map each event.

   Pitfall: Skipping events because they 'do not matter' — usually two months later you discover one of them was load-bearing.

3. Step 3

   Update funnel reports

   Plausible's Goals + Funnel features replace GA4's funnel exploration. Recreate the key funnels you check weekly.

   Pitfall: Trying to recreate every GA4 exploration. Most are unused; rebuild only the ones you actually open.

4. Step 4

   Run parallel for 30-60 days

   Compare Plausible vs GA4 numbers daily. They will differ slightly (Plausible's no-cookie design produces lower unique counts on bouncy traffic); calibrate your expectations.

   Pitfall: Panicking at the difference and reverting. The numbers being different is the whole point.

5. Step 5

   Remove the GA4 script and cookie banner

   Once Plausible is the trusted source, remove GA4 and the cookie consent banner (if GA4 was the only consent-requiring tracker).

   Pitfall: Forgetting to remove the cookie banner. It is the most visible signal of the migration to your visitors.

Destination tool teardowns

• Plausible Analytics teardown →

Frequently asked

What about historical GA4 data?

Export GA4 data to BigQuery before removing GA4. Plausible does not import historical data — treat the migration date as a clean break for analytics, and reference GA4 exports for pre-migration analysis.

Other migrations

• Migrate from ClickFunnels to a Stripe + Supabase stack
• Migrate from Kajabi to a Stripe + Supabase stack
• Migrate from Gumroad to Lemon Squeezy
• Migrate from Substack to Beehiiv