Google Analytics doesn't require a new property for an HTTPS migration the way Search Console does, but a couple of settings are worth checking to keep data accurate.
Default URL setting
In Universal Analytics-style properties, update the property's Default URL to https:// so any tools or reports referencing it generate the correct links. GA4 properties are generally protocol-agnostic and don't require this change.
The self-referral gotcha
If your site briefly served mixed http:// and https:// versions during migration, you may see your own domain showing up as a "referral" source in reports — traffic bouncing between protocol versions can register as a separate site referring to itself. This typically resolves on its own once the migration is fully complete and consistent, but is worth recognizing rather than mistaking for a tracking bug.
Why GA4 properties largely sidestep this issue compared to Universal Analytics
GA4's tracking architecture is generally protocol-agnostic in how it handles URL data compared to Universal Analytics' older configuration model, meaning the specific default-URL setting concern covered here mostly applies to sites still running legacy Universal Analytics rather than a modern GA4 property.
What causes the self-referral anomaly specifically during a migration window
If your site briefly served a mix of http:// and https:// versions during the transition, traffic bouncing between the two protocol versions can register in analytics as your own domain referring traffic to itself — a temporary artifact of the migration process that typically resolves on its own once the transition is fully complete.
Why checking your tracking code installation itself is worth doing during migration
A migration is a reasonable moment to also confirm your analytics tracking code itself is correctly installed and firing on the newly migrated https:// pages, since a database search-and-replace occasionally affects tracking code embedded directly in theme files if it wasn't specifically excluded from that process.
What Google Tag Manager considerations apply during an HTTPS migration
If you use Google Tag Manager, confirm the container snippet itself and any custom HTML tags within it use protocol-relative or explicit https:// references, since a hardcoded http:// reference within a tag configuration can itself become a source of mixed content warnings after migration.
How to set up a custom alert for unexpected traffic pattern changes post-migration
Configuring a custom alert in your analytics platform for an unusual drop in sessions or pageviews gives you an early, automated warning if the migration causes an unexpected traffic issue, rather than only discovering a problem when you happen to check dashboards manually.
Why historical data comparisons need care when spanning a migration date
Comparing traffic before and after a migration date requires some care, since the migration itself, not genuine changes in visitor behavior, may explain any anomalies right around the transition — a wider comparison window that includes several weeks on each side of the migration gives a more reliable picture than a narrow day-over-day comparison.
A final thought on treating analytics continuity as part of migration planning
Building analytics verification into your migration checklist from the start, rather than treating it as an afterthought once traffic issues are already suspected, catches tracking problems before they've had time to create a meaningful gap in your historical data.
What other analytics platforms beyond Google's own require similar attention
Other analytics platforms (Adobe Analytics, Plausible, Fathom, and similar) may have their own equivalent default-URL or domain-configuration settings worth reviewing after a migration, following the same general principle covered here for Google Analytics specifically.
How to verify tracking is working correctly using real-time reports immediately after migration
Loading your migrated https:// site in a separate browser tab immediately after making analytics changes and checking your platform's real-time visitor report confirms tracking is firing correctly without needing to wait for standard reporting delays to see whether data collection is intact.