Google Analytics: Universal Analytics vs GA4 – What Changed?
GA4 has been around for almost two years, but since 1st July 2023, it is the only option available for Google Analytics.
If you’re yet to familiarise yourself with GA4, here’s some of the key differences to take note of.
The Google Analytics Changes
Events replace sessions in GA4
Universal Analytics (UA) collected and reported data using a session-based model, where user interactions within a specified time frame were grouped together. In contrast, Google Analytics 4 employs an event-based model, which tracks each interaction as a standalone event. This shift represents a significant change in how data is captured and analysed.
UA emphasised page views as the primary metric, making the tracking of other metrics more complicated. Events in UA had to be managed through Google Tag Manager or by embedding custom code on the site. However, Google Analytics 4 simplifies this process by allowing events to be configured and edited directly within the Google Analytics user interface. This enhanced flexibility means that businesses can more easily track the metrics that matter most to them without needing extensive technical expertise.
GA4 is based on Machine-Learning
GA4 is designed for the future, leveraging Artificial Intelligence (AI) and machine learning to provide deeper insights and more powerful analytics. One of the standout features of GA4 is its predictive metrics, which use machine learning algorithms to forecast future user behaviour, such as potential purchases and revenue.
For those utilising Google Ads, GA4’s predictive metrics are particularly valuable. These metrics enable advertisers to identify and target audiences more likely to convert within a specific time frame, such as the next seven days. This allows for more efficient ad spend and higher return on investment (ROI) by focusing on users with a higher likelihood of conversion.
Cross-Device and Cross-Platform Tracking in GA4
While cross-device reporting was limited in Universal Analytics, GA4 offers a robust solution. Google Analytics 4 uses an anonymous identifier known as the Cross-Device ID to track user interactions across different devices and platforms.
This capability allows businesses to gain a comprehensive view of how users interact with their brand across multiple touchpoints, whether on mobile, desktop, or tablet. The cross-device reports in GA4 help in understanding user behaviour more holistically, enabling more accurate attribution and better optimisation of marketing strategies.
GA4 adapts to Privacy Changes
Privacy concerns and regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), have significantly impacted how data can be collected and used. UA relied heavily on cookies to track user activity, which has become increasingly problematic as cookies are phased out and privacy regulations become stricter.
Google Analytics 4 addresses these challenges by offering flexible tracking options that do not solely rely on cookies. It includes advanced privacy controls, allowing businesses to remain compliant with current and future privacy regulations. GA4’s adaptability ensures that businesses can continue to gather valuable insights while respecting user privacy. UA relied on cookie-based tracking in which a UA website sends cookies to a user’s web browser, allowing that website to monitor and record web activity during that user’s session. Google Analytics users can breathe a slight sigh of relief as GA4 can track with or without cookies. When possible, cookies are less prevalent as a whole due to increased concerns about online privacy. Google Analytics 4 has user-friendly privacy controls built-in so that you can remain compliant with existing and future privacy regulations.
Overall Differences and Customer-Centric Focus
Overall, GA4 and Universal Analytics differ in terms of their working model, with GA4 tracking events and UA tracking sessions. Evidently, with its focus around engagement, it is clear to see that GA4 is a much more customer-centric platform. As quoted by Richard Ketchum, Director of Product Management for Google Analytics, “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete. Meanwhile, Google Analytics 4 operates across platforms, does not rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement.”
Google Analytics 4 (GA4) has been available for almost two years, but as of July 1st, 2023, it has become the only option for Google Analytics users. If you haven’t yet familiarized yourself with GA4, here are some key differences to be aware of.
The Importance of Specific Insights
As account based marketing agency, personalisation is a major trend in the modern digital marketing world, and having more specific insights is invaluable. If you’re yet to implement GA4 or make use of the full features within Google Analytics, get in touch to see how we can help.
