Universal Analytics Vs GA4
Google Analytics (GA) is one of the most popular web analytics tools that businesses use to track website traffic and user behavior. In October 2020, Google released a new version of their analytics tool called Google Analytics 4 (GA4). GA4 is a reskin of an existing product, Firebase Analytics - which uses a different data collection model. GA4 is designed to provide a more holistic view of user behavior across multiple devices and platforms. In this blog post, we will compare Universal Analytics (UA) and GA4, highlighting their similarities and differences.
What is Universal Analytics?
Universal Analytics is the last version of the historic Google Analytics that has been used by businesses for over a decade. Google Analytics started out as a product called Urchin (Analytics pub quiz knowledge - UTM stands for Urchin Tracking Module) . It is a first party cookie-based tracking system that, which works when added to every page of a website to collect data. UA uses dimensions and metrics to measure and understand website performance, and it provides data on user behavior, including demographics, location, and device information. It also integrates with the vast majority of Google’s marketing products and data visualisation products.
What is GA4?
GA4 is the newest version of Google Analytics, which in truth is not actually Google Analytics. Google has taken a tool called ‘Firebase Analytics’ and reskinned it to look like Universal Analytics. As the hit tracking model is different, it uses an event streaming model and is better placed at cross device tracking for both websites and apps. It has also been created with privacy in mind, enabling those who configure GA4 to turn off location or data based tracking if required. GA4 also introduces new features, including predictive analytics, machine learning, and automatic event collection - similar to other best in class analytics products in the marketplace.
Key differences between UA and GA4:
Event streaming: GA4 uses an event streaming method (a constant flow of data as events), while UA uses a hit based model which has different types of data sent through. This approach allows GA4 to streamline it’s data collection method and enables easier analysis as everything is a type of event.
App first: GA4 was designed with mobile applications in mind, so it works well inside apps and on websites - giving you a view of cross platform behaviour that is more consistent than UA could be.
No more views: GA4 does not have views of data, it instead puts all of your information into one property, which you can then segment or drill down into. If you are a Premium GA4 user, then you will be able to create ‘Sub Properties’ which fulfil the same function as UA Views - though this is at a cost.
Out of the box tagging: GA4 gives you a wide variety of events by simply installing one tag across your website. UA on the other hand required a larger installation time to get even the basics right.
Data modelling and machine learning: GA4 introduces advanced data modelling and machine learning capabilities. These are used within attribution, but also as predictive models - to the point where it will try to flag issues before you’ve noticed them.
Reporting: GA4 offers a new reporting interface which is streamlined when compared with UA, resulting in an easier and less overwhelming experience. It also provides more in-depth insights into user behavior via the exploration section of reports.
Data retention: GA4 has a default data retention period of 2 months, which can be increased to 14 months. Don’t worry though, the main reports work on a snapshot of data so this won’t impact reviewing high level data in the long term. GA4 also drops IP addresses when the data is collected - supporting privacy of your users.
In conclusion, GA4 is a significant improvement over UA, offering advanced features and capabilities that provide businesses with more insights into user behavior. That said, there are features of UA which were loved and used which have not yet been brought into GA4. If they will, time will tell. If you’re interested in learning more about GA4 and what it could do for your business - get in touch with us.