Universal Analytics vs Google Analytics 4: Key Differences You Need to Know

This blog post talks about the switch from Universal Analytics to Google Analytics 4 (GA4) and shows how the two analytics platforms are very different. As of July 1, 2023, Google will no longer process new data for Universal Analytics properties. By July 1, 2024, users will no longer be able to access the Universal Analytics interface and API. This means that website measurement must be switched to GA4. By comparing GA4 and Universal Analytics, this blog post aims to clear up any confusion among marketers. It does this by looking at measurement models, event-centric tracking, machine learning integration, cross-platform tracking, privacy features, event configuration, reporting interface, audience building, data retention policies, and more. It talks about the good things about GA4, like how it puts the user first, how it uses advanced machine learning, how it makes cross-platform tracking easier, and how it improves privacy.

Announcing on July 1, 2023, Google ceased processing new data for standard Universal Analytics properties. Furthermore, starting July 1, 2024, all customers will lose access to the Universal Analytics interface and API. Ensuring the uninterrupted continuity of website measurement demands a transition to a Google Analytics 4 property. To navigate these transformative times successfully, survival hinges on making the switch to Google Analytics 4—the brand new and entirely distinct platform introduced by Google. However, hesitancy among many marketers to make the switch stems from confusion about the significant differences between Google's old analytics tool and the new one. This blog aims to provide clarity by comparing GA4 vs Universal Analytics. Let’s get started.

What is Universal Analytics?

Universal Analytics, the predecessor to Google Analytics 4, was the standard version of Google Analytics for many years. It employed a session-centric measurement model, primarily focusing on tracking user sessions and pageviews. Universal Analytics allows businesses to analyze website traffic, user demographics, and conversion data. While it served as a powerful tool for understanding online user behavior, it had limitations in adapting to the changing landscape of digital experiences, particularly in the context of cross-platform interactions and a more dynamic range of user engagements. With the introduction of GA4, Google aimed to provide a more advanced and adaptable analytics solution that aligns with contemporary digital trends.

What is Google Analytics 4?

Google Analytics 4, often abbreviated as GA4, is the latest version of Google's analytics platform, introduced to address the evolving needs of digital marketers and businesses. GA4 represents a significant departure from its predecessor, Universal Analytics, with a focus on user-centric measurement, event-centric tracking, and enhanced machine learning capabilities. It emphasizes a more holistic understanding of user journeys across devices and platforms, offering a flexible framework for tracking a diverse range of user interactions beyond traditional pageviews. GA4 integrates advanced machine learning for more accurate predictions, audience insights, and automated reporting, providing businesses with a comprehensive and intelligent analytics solution.

Differences between Universal Analytics and GA4

Image Source: WordStream

#User-Centric Measurement

In Universal Analytics, the focus is on sessions and pageviews, providing insights into how users interact with web pages during a specific visit. Google Analytics 4 (GA4) takes a user-centric approach, offering a more holistic understanding of individual user journeys across multiple devices and platforms. 

#Event-Centric Tracking

Unlike Universal Analytics, which predominantly relies on pageviews as a primary metric, GA4 places a heightened emphasis on events. Events, in GA4, encompass a diverse range of user interactions such as clicks, downloads, and video views. 

#Enhanced Machine Learning Integration

GA4 integrates advanced machine learning capabilities. This enhances the accuracy of predictions, audience insights, and automated reporting. In contrast, Universal Analytics does not have the same level of machine learning integration.

#Streamlined Cross-Platform Tracking

GA4 streamlines cross-platform tracking, enabling businesses to gain a cohesive understanding of user journeys as they transition between websites and apps. Universal Analytics, while capable of cross-domain tracking, may not provide the same level of seamless integration across platforms.

#Privacy and User-Centric Design

GA4 places a greater emphasis on user privacy with features like consent mode, providing users with more control over their data. The user-centric design aligns with evolving data protection standards, demonstrating a commitment to ethical and responsible analytics practices. Universal Analytics, while compliant with privacy regulations, may not have the same level of emphasis on user-centric design and consent features.

#Event Naming and Configuration

In GA4, event tracking is more structured with a clear distinction between predefined and custom events. This allows businesses to organize and categorize user interactions systematically. In Universal Analytics, event tracking may lack the same level of granularity, making GA4 a more efficient and organized tool for businesses looking to customize their event tracking according to specific objectives.

#Reporting Flexibility and Analysis Hub

GA4 introduces a revamped reporting interface. Additionally, it unveils the Analysis Hub, providing users with greater flexibility in data exploration. This Analysis Hub allows for more customized and granular analysis, empowering users to generate insights tailored to their specific business needs. Universal Analytics, while offering reporting capabilities, does not provide the same level of dynamic and customizable analysis as GA4.

#Audience Building and Segmentation Precision

GA4 enhances audience-building capabilities by allowing businesses to create audiences based on both events and user properties. This provides a more nuanced understanding of user behavior for targeted marketing strategies. While Universal Analytics supports audience building, GA4's capabilities offer enhanced precision in audience segmentation, enabling businesses to tailor their strategies more effectively.

#Data Retention and Storage Control

GA4 introduces changes to data retention and storage policies, providing businesses with more control over how long user-level and event-level data is retained. This customization option aligns with data governance and compliance requirements, giving businesses greater flexibility compared to Universal Analytics, where data retention policies may not be as customizable.

Universal Analytics VS GA4 

Conclusion 

While transitioning to GA4 is recommended, businesses should carefully plan and execute the migration, ensuring that they retain access to historical data and configure GA4 according to their specific tracking needs. So, it's advisable to consult Google's official documentation and consider working with analytics professionals and digital marketers like DO Communication to ensure a smooth and effective transition. 

Have any questions on how to make your transition from Universal Analytics to GA4? Contact us right now and we’ll help you get the most out of GA4 for your business.