GA4 vs Universal Analytics: Understanding the Differences and Choosing the Right Analytics Service for Your Business

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google recently introduced a new version of Google Analytics called GA4. In this blog, we will discuss the differences between GA4 and Universal Analytics.

Universal Analytics

Universal Analytics is the older version of Google Analytics that has been around since 2012. It is a cookie-based analytics service that collects data from websites and mobile apps to help businesses track user behavior and measure the effectiveness of their marketing campaigns.

Some of the key features of Universal Analytics include:

• Custom dimensions and metrics: Universal Analytics allows businesses to create custom dimensions and metrics to track specific user behaviors and events.
• Goals and funnels: Universal Analytics allows businesses to set up goals and funnels to track specific actions that users take on their website or app.
• E-commerce tracking: Universal Analytics allows businesses to track e-commerce transactions and revenue generated from their website or app.
• Cross-device tracking: Universal Analytics allows businesses to track user behavior across multiple devices, including desktops, laptops, tablets, and smartphones.

GA4

GA4 is the latest version of Google Analytics that was introduced in 2020. It is a more advanced analytics service that is designed to help businesses gain a deeper understanding of their customers’ behavior and preferences.

Some of the key features of GA4 include:

• Event-driven data model: GA4 is based on an event-driven data model that allows businesses to track user behavior across multiple channels, including websites, apps, and offline interactions.
• Machine learning capabilities: GA4 uses machine learning algorithms to analyze user behavior and provide businesses with insights into how users interact with their website or app.
• Simplified tracking: GA4 has simplified tracking, making it easier for businesses to set up and configure their analytics tracking.
• Cross-device and cross-platform tracking: GA4 allows businesses to track user behavior across multiple devices and platforms, including mobile apps, websites, and even smart devices.
• Enhanced privacy features: GA4 has enhanced privacy features that comply with global privacy regulations, such as GDPR and CCPA.

Conclusion

In summary, while Universal Analytics and GA4 share some common features, they differ significantly in terms of their tracking capabilities and functionalities. GA4 is a more advanced analytics service that is designed to help businesses gain a deeper understanding of their customers’ behavior and preferences. If you are using Universal Analytics, it is recommended that you consider migrating to GA4 to take advantage of its advanced features and capabilities.