Difference between Google Analytics 4 and Universal Analytics
Do you want to know about Google Analytics 4 Properties and Universal Analytics? Are you thinking about migrating your analytics? Or maybe searching for a Google Analytics 4 template for data studio.
If you’ve been scratching your head over the differences between Google Analytics 4 (GA4) and Universal Analytics, you’re not alone. As GA4 is the latest version of Google Analytics and will soon become the industry standard, it’s important to understand the difference between the two. GA4 offers users a variety of new features and tools, such as better reports, metrics, and tracking systems. It also has an improved user interface, making it easier to navigate than Universal Analytics.
Event Based Model
Google Analytics 4 is ushering in an important shift in data collection. Moving away from the session-based data model of UA, this new system focuses on users and associated events. With the new structure, pageviews and custom conversion actions must be designated as individual events. This change is likely driven by pressure from the European Union’s GDPR regulations. With this update, businesses can now build robust tracking models based around their users and the events they engage in.
Users
Google Analytics 4 has taken user metrics to the next level. While Universal Analytics had two user metrics, Total and New Users, Google Analytics 4 has added an extra metric to the mix – Active Users. This allows businesses to gain a better insight into user behavior, ensuring they can provide the best possible user experience. With this extra metric, businesses can gain a better understanding of user engagement, and make changes to their products and services accordingly.
Pageviews Data
Comparing pageview data between Google Analytics 4 (GA4) and Universal Analytics (UA) can be tricky. Generally, pageviews should be close, but differences can vary depending on any filters you’ve set up in UA or GA4, such as geographic regions or internal IP traffic. For an accurate comparison, be sure to have the same filters in place for both, as UA allows for additional filtering options and GA4 currently does not. App data is also a factor to consider, as UA tracks screenviews separately in mobile-specific properties, while GA4 combines both web and app data.
Sessions
The session count between UA and GA4 may vary from business to business. Geography, UTMs, filters, and estimation all play a role in the reported number of sessions. Geography is important as midnight can reset a session for global customers. Utilizing UTMs on owned websites or apps is not recommended as it can reset the session in Universal Analytics. Filters can also affect the data in UA reporting and the data in GA4 reporting for Google Analytics 360 customers. Lastly, GA4 properties use an estimation that more accurately counts sessions, while UA properties do not. All of these factors should be taken into account when analyzing session data.
Conversions
UA supports five goal types, while GA4 only supports conversion events. This means it’s difficult to replicate UA goal types such as duration or smart goals in GA4. Additionally, UA only counts one conversion per session, while GA4 can count multiple conversions per session. Plus, UA reports may be filtered while GA4 can take up to 7 days to update attributed conversions. To accurately compare UA and GA4 conversions, it’s important to understand the nuanced differences between the two.
Bounce Rate
Google Analytics 4 and Universal Analytics measure engagement differently. The former looks at Bounce rate as the percentage of unengaged sessions, while the latter looks at it as the percentage of sessions in which users interacted with only one page. As websites and apps have become more complex, the traditional measure of Bounce rate has become less useful. In these cases, Google Analytics 4 provides a more accurate measure of site engagement by looking at the number of customers who visit a site, don’t find what they’re looking for, and leave quickly.
So, while Universal Analytics is still a powerful platform, GA4 offers more flexibility and better data analysis capabilities. Ultimately, GA4 can help you better understand your customers and make more informed decisions about your marketing strategies.