The 10 Key Differences: Universal Analytics vs. Google Analytics 4

Everything is evolving at a frantic pace and now, with the arrival of Google Analytics 4 (GA4), so will the way we analyse data. They gave advance notice: from 1 July 2023, the functions of Universal Analytics (UA) would stop processing data and would be replaced by GA4.

This change might have caught you off guard or caused you some concern. But you should know that GA4 offers advanced features, more complete information and artificial intelligence tools for measuring your customers' behaviour in a more effective and efficient way. Sounds good, right?

Here we have put together a list of the 10 main differences you will find when making the migration from UA to GA4:

1. Improved reports

• UA uses two user metrics: Total users and New users. GA4 uses three metrics: Total users, Active users and New users.

• UA measures screen views in separate properties for mobile devices, while GA4 combines web and app data in the same property.

• UA has five types of goals, such as destination, duration, pages per session, smart goals and event goals. GA4 only supports conversion events.

• In GA4, the bounce rate refers to the percentage of sessions in which there has been no interaction, while in UA it refers to the percentage of sessions in which users only view one page and have triggered a single request to the Analytics server.

2. New tracking code

• UA's tracking code starts with UA-, while the new one in GA4 starts with G-.

3. Goals

• UA uses goals, while GA4 focuses on events.

4. Migrating goals to events

• To migrate existing goals, you need to use the "Google goal migration tool" (https://support.google.com/analytics/answer/10762548).

• Goals eligible for migration are destination goals and event goals.

5. E-commerce tracking

• Both UA and GA4 support e-commerce tracking, although with different configurations and implementations.

6. Data comparison

• GA4 is event-based, meaning you can capture any interaction as an event. The impact types in UA (such as page views, events, social, transactions/e-commerce) are translated into events in GA4. You can learn more about this topic here: https://support.google.com/analytics/answer/9964640.

7. Cross-platform

• GA4 offers complete cross-device and cross-platform reports, while UA has limited reporting in this regard.

8. Machine learning + AI

• GA4 uses machine learning and artificial intelligence features to provide more advanced analytics and predict behaviours. These features are not available in UA.

9. Data retention

• UA retains data for 26 months, while GA4 retains it for 14 months.

10. Conversion funnels

• UA offers conversion funnel visualisation, which shows the steps skipped between funnel entry and exit. In contrast, GA4 provides a conversion funnel exploration that allows you to analyse, segment and break down user journeys and quickly see whether they complete each step or not.

• It is important to note that Universal Analytics 360 properties will have a processing extension until 1 July 2024.

In summary, the transition from Universal Analytics to Google Analytics 4 marks a new chapter in data analysis, providing a more advanced and comprehensive platform. So there is no excuse: its new features, more valuable information and AI tools will help you better understand your customers' behaviour and improve your results.

Source: Google official support