For years, Universal Analytics (UA) was the go-to solution for tracking website performance. With the release of Google Analytics 4 (GA4), a new era of web analytics has emerged. Here are the key differences between GA4 and Universal Analytics.
Data Collection and Tracking:
One of the major differences between GA4 and Universal Analytics is how they collect and track data. Universal Analytics uses cookies and client-side tracking to gather information about user behavior. It relies heavily on pageviews to measure interactions.
On the other hand, GA4 utilizes an event-driven data model powered by an updated version of the Google Analytics Measurement Protocol. “Events” encompass a wide range of user actions, such as page views, button clicks, video views, and more. This provides a more comprehensive understanding of user behavior, allowing marketers to analyze the entire user journey.
Machine Learning and AI Capabilities:
Another advantage of GA4 is its integration of advanced machine learning and AI capabilities. GA4 uses Google’s machine learning technology to automatically provide insights and predict future user behavior. It offers features like analytics insights, cross-device tracking, and predictive audiences, giving marketers powerful tools to optimize their campaigns and improve user engagement.
Cross-device and Cross-platform Tracking:
With an increasing number of users interacting with multiple devices and platforms, cross-device and cross-platform tracking has become crucial. Universal Analytics struggled to provide the whole journey of the users’ interactions. GA4 allows seamless tracking across websites, mobile apps, and other digital platforms. The introduction of the App + Web property in GA4 allows marketers to gain a more comprehensive understanding of user engagement and conversion paths, regardless of the device or platform used.
Transitioning to GA4:
Transitioning from Universal Analytics to GA4 may present some challenges for businesses. Because the data model and tracking procedure of GA4 are significantly different from Universal Analytics, it requires businesses to make adjustments to their tracking and reporting. GA4 does not have certain features that were available in Universal Analytics, therefore it may require additional effort to replicate reports. Although it can be challenging to transition, GA4 is the future of Google Analytics, and the transition will ensure access to the latest features and capabilities.
Contact Points Group if you need help transitioning from Universal Analytics to Google Analytics 4. Sign up for our email newsletter to receive the latest tips and updates on how to improve and maximize your digital marketing strategy.
