Google Analytics is an integral part of any digital marketing strategy, and its capabilities have expanded over the years. But as the online ecosystem has evolved, Google recognized that it was time for a more robust analytics platform that meets the changing needs of website owners.

Google Analytics (GA) is an important tool for monitoring user performance and behaviour. It has been around for more than ten years and has gone through a lot of improvements and changes during that time. One of the biggest changes in 2020 came when Google released GA4, the new version of Google Analytics.

Overview of GA4 and Universal Analytics (UA)

Universal Analytics (UA) is the original version of Google Analytics that has been used since 2012. It provides detailed information about website traffic and user behaviour, including demographics, behaviours and interests. It uses cookies to track user data and provides a wide range of reports to help businesses understand their website visitors better.

On the other hand, GA4 is the latest version of Google Analytics released in 2020. This is a completely new platform that offers a comprehensive strategy for tracking user behavior. GA4 uses a variety of event-based metrics that allow for more accurate tracking of user interactions. It also introduces new features such as AI-powered analytics, device tracking, and improved privacy.

Difference between GA4 vs Universal Analytics

Measurement Model

One of the main differences between GA4 and UA is the measurement model they use. Global search uses a session-based model that groups user interactions into a session based on timed or recent interactions. GA4, on the other hand, uses an event-driven model where every user interaction is treated as an event. This means that GA4 can track more user behavior and provide more detailed information.

Cross-Device Tracking

One of the main differences between GA4 and UA is the measurement model they use. Global search uses a session-based model that groups user interactions into a session based on timed or recent interactions. GA4, on the other hand, uses an event-driven model where every user interaction is treated as an event. This means that GA4 can track more user behavior and provide detailed information.

Data Privacy

Data privacy has become a major concern in recent years, and GA4 addresses this issue by providing more privacy controls. GA4 allows users to opt out of tracking and anonymizes user data by default. It also allows companies to set data retention policies, ensuring that data is deleted after a certain period of time.

User Interface

GA4’s user interface is different from Universal Analytics. GA4 has a modern and user-friendly interface, making it easy to navigate and find the information you need. It also has lots of customisation options, allowing businesses to create their own custom reports and dashboards.

Reporting

While GA4 offers many new features, it still needs to improve some reporting capabilities that UA offers. For example, UA provides advanced segments, which allow businesses to analyze subsets of data based on specific criteria. GA4 does not offer this feature yet, but Google is working on adding it in the future.

Conclusion

In short, GA4 is a significant upgrade over UA, offering new features and better accuracy. Its performance-based measurement model, cross-device tracking, and privacy controls make it a more reliable platform for tracking user behaviour. However, some of the reporting features provided by UA are still missing. Therefore, companies that rely heavily on advanced reporting may want to continue using UA for now.

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