Google Analytics (GA) is an effective tool for monitoring website traffic and analyzing user behavior. Google GA4, the most recent version of Google Analytics, will be released in October 2020. GA4 represents a significant change in the platform’s operation and includes several new features over its predecessor, Universal Analytics (UA). In this blog post, we’ll go over the key differences between GA4 and UA, as well as how they affect website tracking and analysis.

The differences between GA4 and Universal Analytics
The differences between GA4 and Universal Analytics

Data Collection

GA4 uses a new data collection method called “app + web properties” which allows you to track website and app data in the same property. This eliminates the need to create separate properties for website and app data, making it easier to analyze data across all platforms. In contrast, UA uses a traditional method of data collection, where website and app data are tracked in separate properties. UA, on the other hand, employs a traditional data collection method in which website and app data are tracked in separate properties. This can make cross-platform data analysis more difficult and result in siloed data that does not provide a complete picture of user behavior.

Event-based Data

GA4 uses an event-based data model, which allows you to track specific user interactions on your website or app. This allows you to track events like button clicks, form submissions, and pageviews, and analyze them in more detail. In contrast, UA employs a session-based data model that tracks data based on user sessions. This means that specific user interactions cannot be tracked in UA. You can only track data at the session level, which makes understanding user behavior and interactions more difficult.

Data Analysis

GA4 provides more advanced data analysis capabilities, such as machine learning-based insights, which can automatically identify patterns and trends in your data. It also includes a new feature called “Google Analytics for Firebase” which allows you to analyze data from Firebase, Google’s mobile development platform. UA does not have these advanced data analysis capabilities.

User-ID tracking

GA4 allows you to track user behavior across multiple devices and platforms, by assigning a unique ID to each user. This allows you to see how users interact with your website or app across different devices, and how their behavior changes over time. UA also has a user-ID tracking feature but it requires additional setup and configuration.

User Privacy

GA4 has several new features that help to protect user privacy, such as masking IP addresses, limiting data retention, and giving users the ability to opt-out of data collection. UA has some privacy features, but they are not as robust as those in GA4.

Integration with other Google products

GA4 is deeply integrated with other Google products such as Google Tag Manager, Google Ads, and Google BigQuery. This allows for a more seamless experience when using these products in conjunction with GA4. UA also has integration with other Google products, but it is not as deep as GA4.

Key Benefits of GA4:

Cross-device and cross-platform tracking: By assigning a unique ID to each user, GA4 allows you to track user behavior across multiple devices and platforms. This enables you to see how users interact with your website or app across multiple devices, as well as how their behavior changes over time. This can provide useful insights into user behavior and assist you in optimizing your website or app for various devices.

GA4 now allows you to create more detailed audience segments based on user behavior, interests, and demographics. This can help you better understand your target audience and create more effective marketing campaigns.

GA4 has improved reporting capabilities, including more detailed user behavior breakdowns and advanced data visualization tools. This can assist you in better understanding your data and making data-driven decisions.

GA4 integrates easily with other tools such as Google Tag Manager, Google Ads, and Google BigQuery, allowing for a more seamless experience when using these tools in tandem with GA4.

GA4 provides real-time insights, allowing you to monitor website activity as it happens. This can assist you in quickly identifying problems, tracking the effectiveness of marketing campaigns, and optimizing your website for conversions.

Better Data Governance: GA4 includes improved data governance features such as the ability to limit data retention, mask IP addresses, and allow users to opt-out of data collection.