What is GA4 (Google Analytics 4)? Differences with Universal Analytics
Google Analytics 4 (GA4) has been out for a few months now, sparking conversations about its advantages and disadvantages. While some feel it’s premature to transition, others are eagerly embracing its new features. In this article, we’ll delve into the differences between Google Universal Analytics (UA) and Google Analytics 4 (GA4), providing insights to help you determine if it’s the right time to make the switch.
What is Google Analytics 4 (GA4)?
GA4 is the latest version of Google Analytics, designed to give you a complete understanding of user behavior across websites and apps. Unlike Universal Analytics, GA4 uses an event-based model, focusing on user interactions as events. This new approach provides more detailed and accurate insights into how users engage with your content.
Key Differences Between GA4 and Universal Analytics
1. Data Model
- Universal Analytics: Uses a session-based model, grouping user interactions into sessions.
- GA4: Employs an event-based model, treating every interaction as an event for more precise tracking.
2. Cross-Platform Tracking
- Universal Analytics: Requires separate properties for websites and mobile apps.
- GA4: Combines data from websites and apps into a single property for a unified view of user interactions.
3. User Privacy and Data Control
- Universal Analytics: Basic tools for managing user privacy.
- GA4: Advanced privacy features and data control options to comply with regulations like GDPR and CCPA.
4. Reporting and Analysis
- Universal Analytics: Offers predefined reports with limited customization.
- GA4: Provides flexible, customizable reports and new analysis tools like Exploration and Funnel Analysis.
5. Machine Learning and AI
- Universal Analytics: Basic machine learning features.
- GA4: Advanced AI capabilities for predictive metrics, such as purchase probability and churn prediction.
6. Automatic Event Tracking
- Universal Analytics: Requires manual setup for most event tracking.
- GA4: Automatically tracks common events like page views, scrolls, and clicks, saving you time and effort.
Additional Differences
Reporting Interface
- Universal Analytics: Traditional reporting interface.
- GA4: Modern, user-friendly interface with new analysis tools.
Measurement Model
- Universal Analytics: Session-based.
- GA4: Event-based.
Data Stream and View
- Universal Analytics: Separate views for each property.
- GA4: Unified data streams for websites and apps.
Event Tracking Automation
- Universal Analytics: Manual event setup.
- GA4: Automated tracking for common events.
User and Event Data Retention
- Universal Analytics: Standard retention controls.
- GA4: Enhanced data retention options.
E-commerce Tracking
- Universal Analytics: Standard e-commerce tracking.
- GA4: Advanced e-commerce tracking features.
Cross-Device and Cross-Platform Tracking
- Universal Analytics: Limited capabilities.
- GA4: Robust cross-device and cross-platform tracking.
Attribution Modelling
- Universal Analytics: Basic models.
- GA4: Enhanced attribution models with AI.
Custom Dimensions and Metrics
- Universal Analytics: Standard customization options.
- GA4: More flexible and detailed custom dimensions and metrics.
Debugging
- Universal Analytics: Basic debugging tools.
- GA4: Improved debugging features.
Engagement Metrics
- Universal Analytics: Basic engagement metrics.
- GA4: Enhanced engagement metrics with deeper insights.
IP Anonymization
- Universal Analytics: Manual setup.
- GA4: Automatic anonymization.
View Reports
- Universal Analytics: Standard reports.
- GA4: Customizable, detailed view reports.
BigQuery Integration
- Universal Analytics: Requires setup.
- GA4: Built-in BigQuery integration.
Advanced Analysis Reports
- Universal Analytics: Limited advanced analysis.
- GA4: Comprehensive advanced analysis tools.
Should You Migrate to GA4?
Deciding whether to migrate to GA4 depends on your needs and readiness to adapt to new tools. Here are some considerations:
Pros of Migrating to GA4:
- Enhanced Insights: GA4’s event-based model provides deeper insights into user behavior.
- Unified Tracking: Track users across websites and apps in one place.
- Better Privacy Control: Advanced features to help comply with privacy laws.
- Advanced Analytics: Take advantage of predictive metrics and custom reporting.
Cons of Migrating to GA4:
- Learning Curve: GA4 has a new interface and features that require time to learn.
- Early Adoption Issues: As a newer platform, GA4 might still have some bugs or missing features compared to UA.
Conclusion
Google Analytics 4 (GA4) is a powerful tool that offers significant advantages over Universal Analytics. However, the decision to migrate should be based on your specific needs and readiness to learn a new system. If you need more detailed insights, cross-platform tracking, and enhanced privacy controls, GA4 is definitely worth exploring. For those who prefer a familiar interface and are not ready for a change, sticking with Universal Analytics for now may be the right choice.
Whatever you decide, it’s clear that GA4 represents the future of digital analytics, and learning its features will be beneficial in the long run. BenitaTech is here to help you navigate this transition. Whether you choose to stay with Universal Analytics or switch to GA4, BenitaTech experts can provide the guidance and support you need to make the most of your digital analytics.