Understanding the Differences Between Google Analytics 4 and Universal Analytics

The world of website analytics is evolving! This guide dives into the two main players: Universal Analytics (UA) and its successor, Google Analytics 4 (GA4). We’ll explore Universal Analytics and Google Analytics 4 key differences to help you navigate this transition. Understanding how each platform collects and analyzes data is crucial for making informed decisions about your website and user experience. Whether you’re familiar with UA or completely new to website analytics, this guide will equip you with the knowledge to unlock valuable insights from your website traffic. Let’s start by understanding what UA and GA4 offer and then delve deeper into how they handle data collection and reporting.

Key Takeaways

• What is Universal Analytics?
• What is Google Analytics 4?
• Comparing UA and GA4 data Models
  • Hit Types
  • Events Difference
  • PageViews Attribute in UA and GA4
  • Sessions Difference
  • Custom Dimension and Metrics Difference
  • Content Grouping Difference
• Key Differences Between Universal Analytics (UA) and Google Analytics 4 (GA4)

What is Universal Analytics?

UA was the previous generation of website traffic analysis tool offered by Google. It relied on a hit-based data model, where different user interactions were categorized into specific hit types like page views, events, and e-commerce transactions.

Here are some key characteristics of UA:

• Hit-based data model: Data was collected and categorized based on pre-defined hit types.
• Custom dimensions and metrics: Allowed adding additional data points to the collected information.
• Content grouping: Provided a way to organize website content into groups for easier analysis.

In July 2023, Google announced that UA will no longer process new data starting July 1, 2023. However, existing properties will continue to be accessible for data viewing until July 1, 2024. The recommended upgrade path is to migrate to Google Analytics 4, which uses a more flexible event-based data model.

What is Google Analytics 4?

Google Analytics 4 (GA4) is the current generation of website and app analytics platform offered by Google. It represents a significant shift from its predecessor, UA, by adopting an event-based data model. This means GA4 tracks all user interactions as events, providing a more comprehensive picture of user behavior.

Here’s a breakdown of key features in GA4:

• Event-based data model: Captures all user interactions as events, offering greater flexibility and future-proofing.
• Privacy-focused: Designed with evolving privacy regulations in mind, focusing less on user identification and more on user actions.
• Cross-platform tracking: Tracks user journeys seamlessly across websites and apps, providing a unified view of user behavior.
• Predictive capabilities: Uses machine learning to offer insights into future user behavior and trends.
• Customizable events: Allows you to define and track specific events relevant to your business goals.

Since UA is reaching its end-of-life in July 2024, migrating to GA4 is essential for continued website and app analytics. GA4 offers a powerful and adaptable framework for understanding user behavior in today’s data-driven landscape.

Comparing UA and GA4 data Models

Hit Types

UA relies on specific hit types (page views, events, etc.) to track user interactions. Google Analytics 4, however, takes an event-based approach, capturing any interaction as an event. This means all UA hit types become events in GA4.

Events Difference

Events are a key difference between UA and Google Analytics 4 (GA4).

• UA: Events in UA require three elements: Category, Action, and Label. They are treated as a separate hit type alongside pageviews and others.
• GA4: Every user interaction in GA4 is considered an event, including page views. There’s no need for Category, Action, and Label.

PageViews Attribute in UA and GA4

In UA, page views are a separate hit type. In Google Analytics 4, viewing a page is captured as a specific event called “page_view”. This event is automatically triggered when you set up GA4 using the config gtag command or the Google Analytics 4 Configuration tag in Google Tag Manager.

Sessions Difference

Sessions track user activity on your website, but how they’re calculated differs between UA and GA4.

• UA: Sessions group various user actions (page views, events, etc.) within 30 minutes of inactivity or a specific event.
• GA4: Sessions are based on automatically tracked “session_start” events. The session duration reflects the time between the first and last user interaction (event).

Custom Dimension and Metrics Difference

UA lets you add details to your data using custom dimensions and metrics. Google Analytics 4 achieves this with event parameters.

Think of it like this:

• UA: Separate fields (custom dimensions/metrics) are created to capture specific data points.
• Google Analytics 4: Data points are attached directly to events (using event parameters) for a more flexible approach.

The mapping between them depends on the scope (hit type) where you used the custom dimension/metric in UA.

Content Grouping Difference

Content grouping helps analyze website sections in both platforms, but their implementation differs.

Universal Analytics: Lets you define groups (e.g., “Men/Shirts”) and see combined metrics for each group. You can then drill down to individual pages within a group.

Google Analytics 4: Offers a built-in “content_group” parameter to categorize content. This populates the “Content Group” dimension in reports. While you can’t create multiple pre-defined groups like in UA, you can set up additional content groupings as event-specific custom dimensions in GA4.

Key Differences Between UA and GA4

Conclusion

In conclusion, both Google Analytics 4 and UA offer valuable features for tracking and analyzing website data. UA’s hit-based model with predefined categories like pageviews and events is replaced by GA4’s flexible event-based approach, capturing all user interactions. This shift offers a more comprehensive view of user behavior and prepares for future privacy regulations. While both platforms allow customization, UA uses custom dimensions and metrics, while GA4 relies on event parameters. Even seemingly familiar concepts like sessions and pageviews have calculation nuances between the two platforms. By understanding these key takeaways, you can ensure a smoother transition and leverage the power of GA4 for website and app analytics.

Frequently Asked Questions

What is the difference between Google Analytics 4 and UA?

Google Analytics 4 is the next generation of Google Analytics, while UA is the previous version. They have different data collection methods and features.

Which version of Google Analytics should I use?

It depends on your needs and goals. Google Analytics 4 offers more advanced features and machine learning capabilities, but UA may still be suitable for certain situations.

Can I use both Google Analytics 4 and UA on the same website?

Yes, it is possible to use both versions simultaneously. However, it is recommended to migrate fully to Google Analytics 4 for a more unified and advanced tracking experience.

Will my existing UA data be transferred to Google Analytics 4?

No, Google Analytics 4 is a separate property and data is not automatically transferred. However, you can set up data import or use the Measurement Protocol to send data from UA to Google Analytics 4.

Are the tracking codes different for Google Analytics 4 and UA?

Yes, the tracking codes are different. Google Analytics 4 uses the gtag.js library, while UA uses the analytics.js library.

Can I still access my UA data if I switch to Google Analytics 4?

Yes, you will still have access to your UA data even if you switch to Google Analytics 4. However, it is recommended to keep both versions running in parallel during the transition period.