What is the difference between Universal Analytics and GA4?
What is the difference between Universal Analytics and GA4?

What is the
difference between
Universal Analytics
and GA4?


Google Analytics has been a popular tool used by digital marketers to track website performance and user behaviour, being a vital part of a strategic marketing plan. By now, you will know that our beloved Universal Analytics is switching over to GA4, with all UA properties no longer processing any data from 1st July 2023. In this blog, we will look at the difference between Universal Analytics and GA4 and key facts you need to know about the switch over…

Universal Analytics:

Universal Analytics was first introduced by Google in 2012 and has since been the primary tool for website analytics. It uses cookies to track users across different devices and sessions, providing website owners with valuable insights into their website performance. UA allows website owners to track specific events and goals, such as button clicks, form submissions, and conversions, providing them with information on user behaviour and website performance. UA also supports custom dimensions and metrics, allowing website owners to track and analyse additional data that is not available by default.

Universal Analytics

Google Analytics 4:

Google Analytics 4 is the latest version of Google Analytics, released in 2020. GA4 is designed to provide a more comprehensive view of user behaviour, particularly in the era of mobile devices and cross-platform usage. GA4 uses a new tracking code, Global Site Tag (gtag.js), which allows website owners to track data from multiple devices and platforms, including web, mobile apps, and even offline sources. GA4 also offers advanced machine learning capabilities, allowing website owners to gain insights into user behaviour and marketing performance. Additionally, GA4 introduces new metrics such as engagement rate, scroll depth, and video engagement, providing website owners with a more comprehensive view of user behaviour.

GA4

What is the difference between Universal Analytics and GA4?

  1. Data Collection: GA4 offers more comprehensive data collection capabilities than UA. With GA4, website owners can track data from multiple devices and platforms, providing them with a more complete view of user behaviour.
  2. Event Tracking: GA4 introduces a new event tracking model that simplifies the process of tracking events on a website. This model allows website owners to track more specific events, such as scroll depth, video engagement, and file downloads.
  3. Reporting: GA4 offers more comprehensive and customizable reporting capabilities than UA. With GA4, website owners can create custom reports and dashboards based on their specific needs, providing them with more valuable insights into their website performance.
  4. Machine Learning: GA4 offers advanced machine learning capabilities, allowing website owners to gain insights into user behaviour and marketing performance. This feature is not available in UA.
  5. User Interface: GA4 introduces a new user interface that is more modern and user-friendly than the interface in UA. This new interface makes it easier for website owners to navigate and analyse their data.

Should you make the switch to GA4?

In short, yes! From the 1st July 2023 Universal Analytics will no longer process any new data, which means you won’t be able to see any new data in your UA dashboard. However, you will still have access to UA data pre-July 2023, for at least six months. We strongly encourage you to export your historical reports during this time if you need to look back on previous years. You can create a new Google Analytics 4 (GA4) property, or one will be created for you based on your original property and reusing existing site tags. While GA4 offers more comprehensive and advanced capabilities than UA, website owners should consider transitioning to GA4 gradually, rather than making a sudden switch. The reason for this is because GA4 does take some time to get used to. But have no fear, we are here to help!  If you are looking for tips and tricks on how to use GA4 then give us a follow on our socials and get in touch to find out more.

Thanks for reading.

Comments (0)
Join the discussion
Read them all
 

Comment

Hide Comments
Back

This is a unique website which will require a more modern browser to work!

Please upgrade today!

Share