Main differences between Google Analytics 4 and Universal Analytics
The primary differences between Google Analytics 4 (GA4) and Universal Analytics (UA) are based on their data models, tracking mechanisms, reporting structure, and privacy features. Below is a detailed comparison:
1. Data Model
2. Data Collection and Processing
3. Reporting and Analysis
4. Privacy and Compliance
5. Integration and Customization
Key Takeaways
1. Data Model
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Tracking Model | Session-based | Event-based |
| Measurement Units | Focuses on pageviews, sessions, and hits | Everything is an event (e.g., pageviews, clicks, scrolls) |
| User Identity Tracking | Relies on cookies and session-based tracking | Uses an event-driven model with AI-driven user identity tracking (first-party data, Google Signals, User-ID) |
2. Data Collection and Processing
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Data Retention | Customizable (up to unlimited storage) | Max 14 months (configurable) |
| Cross-Platform Tracking | Limited (mostly web-focused) | Fully supports web + mobile apps (Firebase integration) |
| IP Anonymization | Optional | Enabled by default |
| Enhanced Measurement | Manual event tracking setup required | Automatically tracks events like scrolls, outbound clicks, video engagement |
3. Reporting and Analysis
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Reporting Interface | Predefined, structured reports | Customizable reports, fewer predefined options |
| User Metrics | Distinguishes "New" and "Returning" users | Uses AI modeling for user tracking across devices |
| Bounce Rate | Standard metric | Removed (replaced by Engagement Rate) |
| Conversion Tracking | Goals and Events (separately) | Events-based conversion tracking (simplified) |
| Attribution Models | Last-click by default (can change) | Data-driven attribution as default |
4. Privacy and Compliance
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| GDPR and CCPA Compliance | Manual configurations needed | Built-in privacy controls (no IP storage, user data deletion tools) |
| Cookie-Less Tracking | Dependent on cookies | AI-driven, event-based, supports cookie-less tracking |
| User Data Controls | Less granular | Advanced user data deletion and retention options |
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Google Ads Integration | Available | Enhanced integration for cross-platform campaigns |
| BigQuery Export | Paid feature (GA 360) | Free for all users |
| Custom Event Tracking | Needs Google Tag Manager (GTM) | Some events tracked automatically |
Key Takeaways
- GA4 is future-proof: It’s built for a cookieless future, integrating machine learning and AI for predictive insights.
- Cross-device tracking: Unlike UA, GA4 unifies web and mobile tracking in a single property.
- Event-based tracking: Instead of relying on sessions and pageviews, GA4 tracks everything as an event.
- Privacy-first approach: IP anonymization and cookie-less tracking are built-in.
- Advanced analysis: GA4 allows deeper customization and integration with BigQuery for data processing.
Providing Answers to Difficult Questions
Google Analytics is a free, web analytics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you will be able to
Google Analytics can help you answer important questions about your site and your marketing initiatives, such as
- make informed site design and content decisions
- improve your site to convert more visitors into customers
- track the performance of your keywords, banner ads, and other marketing campaigns.
- and track metrics such as revenue, average order value, and ecommerce conversion rates.
Google Analytics can help you answer important questions about your site and your marketing initiatives, such as
- How are visitors using my site?
- How can I make my marketing campaigns more effective and accountable?
- Is my content effective?
- Where are visitors abandoning their shopping carts and where do they go afterwards?
- How can I improve my site navigation and help my visitors get more out of the site?
- Google Analytics Features
Google Analytics has been designed to meet the needs of novice users as well as web analytics experts.Some of the features include:
- Map Overlay which can help you understand how to best target campaigns by geographic region
- AdWords Integration which makes it easy to track AdWords campaigns and allows you to use Google Analytics from your AdWords interface
- Internal Site Search which allows you to track how people use the search box on your site
- Funnel Visualization so that you can optimize your checkout and conversion click-paths