Google Analytics (GA) and Universal Analytics (UA) are two versions of Google's analytics platform. UA was the previous version of GA, while GA4 is the platform's latest iteration. There are several key differences between UA and GA4, including data collection, reporting, and analysis changes. To keep it simple, we’ve identified the differences most important to our clients and how they’ve changed with GA4.
Here are the main differences between UA and GA4:
Data Collection
One of the most significant changes between UA and GA4 is how Google collects data. UA uses a session-based data model, collecting data at the session level. In contrast, GA4 uses an event-driven data model, recording every user interaction as an "event."
The event-driven model in GA4 makes it easier to track user behavior and analyze website performance. For example, in UA, if a user viewed multiple pages on a website during a single session, it would be counted as one pageview. In GA4, each page view is recorded as a separate event, allowing website owners to get a more accurate picture of user behavior.
Reporting
Another significant difference between UA and GA4 is how data is reported. UA provides a standard set of reports, including audience, acquisition, behavior, and conversion. In contrast, GA4 offers customizable reports, allowing website owners to create and tailor reports to meet their needs.
GA4 organizes reports into dashboards that users can customize to display the most relevant information. Dashboards can combine standard and custom reports, making it easy to get an overview of website performance.
Analysis
GA4 also includes several new analysis features that are not available in UA. One of the most significant new features is the ability to create custom insights. Custom insights use machine learning algorithms to identify trends and anomalies in website data and provide recommendations for improvement.
GA4 also includes a new predictive metrics feature, which uses machine learning to forecast future website performance. Predictive metrics can help website owners plan and optimize their marketing strategies based on expected performance.
Cross-Device Tracking
Cross-device tracking is another area where GA4 differs from UA. UA requires cookies to see cross-device tracking. In contrast, GA4 uses a user-centric approach to cross-device tracking, tracking user behavior across multiple devices based on their Google account.
This user-centric approach provides a more accurate view of user behavior across devices and can help website owners better understand the customer journey. For example, website owners can track how users move between devices, such as starting a purchase on a desktop computer and completing it on a mobile device.
Data Control
GA4 provides more control over data collection and storage than UA. There are user-side changes like the removal of cookie tracking, users protecting their data more and asking for transparency in targeted ads, global regulations impacting data collection, and more, forcing Google into creating a more comprehensive way of collecting data. In GA4, website owners can choose which data is collected and stored, making it easier to comply with data privacy regulations like GDPR and CCPA.
GA4 also provides more flexibility in data storage. Website owners can store data in Google's cloud or export it to a third-party storage system.
Privacy
GA4 has updated its privacy policies to comply with regulations like GDPR and CCPA. These updates include features like cookieless tracking, data retention controls, and the ability to delete user data upon request.
The Bottom Line:
GA4 is a significant update to Google's analytics platform, with several key differences compared to UA. The shift to an event-driven data model, customizable reporting, and new analysis features provide website owners with a more accurate and comprehensive view of website performance. The user-centric approach to cross-device tracking and greater data control make it easier for website owners to comply with data privacy regulations. Overall, GA4 represents a significant improvement over UA and is worth considering for website owners looking to improve their analytics capabilities.
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