Google Analytics is a powerful tool that businesses can use to gain insights into their website traffic and online performance. However, with the recent release of Google Analytics 4 (GA4), businesses may be wondering if they should switch from the older version, Universal Analytics (UA).
In this blog post, we’ll compare the key differences between GA4 and UA, so that you can make an informed decision about which version to use for your business.
| Metric | GA4 | UA |
|---|---|---|
| Data Collection | Event-based data collection | Session-based data collection |
| User Identification | User-centric tracking | Device-centric tracking |
| Analysis | AI-powered insights and analysis | Limited insights and analysis |
| Reporting | Flexible, customizable reports | Limited customization and inflexible reports |
| Cross-Platform Tracking | Improved cross-platform tracking | Limited cross-platform tracking |
| E-commerce Tracking | Improved e-commerce tracking | Limited e-commerce tracking |
| Real-time Analytics | Improved real-time analytics | Limited real-time analytics |
| Integration | Integrates with other Google tools | Limited integration with other tools |
Data Collection
One of the biggest differences between GA4 and UA is their approach to data collection. UA is session-based, which means that it tracks a user’s activity during a single session or visit to a website. GA4, on the other hand, is event-based, which means that it tracks individual actions or events that occur on a website, such as clicks or page views.
User Identification
Another key difference between GA4 and UA is their approach to user identification. UA uses device-centric tracking, which means that it tracks website activity based on the device being used. GA4, on the other hand, uses user-centric tracking, which means that it tracks website activity based on individual users, even if they are using multiple devices.
Analysis
GA4 offers more advanced analysis features compared to UA. With GA4, businesses can benefit from AI-powered insights and analysis, which can provide deeper insights into user behavior and trends. UA, on the other hand, offers more limited insights and analysis.
Reporting
GA4 offers more flexible and customizable reports compared to UA. With GA4, businesses can create reports that are tailored to their specific needs and goals. UA, on the other hand, offers more limited customization options and inflexible reports.
Cross-Platform Tracking
GA4 offers improved cross-platform tracking compared to UA. With GA4, businesses can track user activity across multiple devices and platforms, providing a more comprehensive view of user behavior. UA offers more limited cross-platform tracking.
E-commerce Tracking
GA4 offers improved e-commerce tracking compared to UA. With GA4, businesses can track user behavior across the entire e-commerce journey, from product views to purchases. UA offers more limited e-commerce tracking.
Real-Time Analytics
GA4 offers improved real-time analytics compared to UA. With GA4, businesses can track user behavior in real-time, which can be useful for monitoring campaigns and reacting quickly to changes. UA offers more limited real-time analytics.
Integration
Finally, GA4 integrates more fully with other Google tools, such as Google Ads and Google Tag Manager. UA offers more limited integration with other tools.
Conclusion
In conclusion, GA4 offers many improvements over UA, including more advanced data collection, analysis, reporting, cross-platform tracking, e-commerce tracking, real-time analytics, and integration with other Google tools. However, it’s important to note that GA4 is still a relatively new platform and some features may not be fully developed yet.
Before making a decision to switch to GA4, it’s important to evaluate your business needs and goals. If you’re looking for a more comprehensive view of user behavior and more advanced analysis features, then GA4 may be the right choice for your business. However, if you’re satisfied with the features offered by UA and don’t need the more advanced features of GA4, then there may be no need to switch at this time.
Note: It’s important to note that while GA4 offers many improvements over Universal Analytics, it’s still a relatively new platform and some features may not be fully developed yet.