In 2023, Google began phasing out Universal Analytics (UA) in favour of Google Analytics 4 (GA4). This shift brought major changes to the world of digital analytics.
Despite GA4 being the default option for new properties since October 14, 2020, many marketers and web developers hesitated to transition from UA to GA4 for their reporting needs.
One main reason for this hesitation is the difference in functionality. While GA4 introduces many new features. It has also faced criticism for bugs and the absence of favourite features from UA.
Whether you prefer GA4 or not, the fact remains –
as of July 1st, 2023, UA has stopped tracking new data.
As the deadline approaches for Universal Analytics to stop collecting data in July 2023, businesses are advised to transition to GA4.
- But why is this transition necessary?
- And what impact will it have on your business?
Thankfully, GA4 isn’t all bad. It comes with several positive features that can improve analysis and reporting for better strategic decision-making.
This article outlines some of these new features that come with the transition from UA to GA4, highlighting just how different the two platforms are.
Read on to learn about the differences between GA4 vs. universal analytics and how to navigate this change with confidence.
What is UA?
UA or Universal Analytics, also known as GA3, was the previous version of Google Analytics. It debuted in 2012 and many websites used it to track their traffic.
However, on July 1, 2023, Universal Analytics was discontinued. This means it stopped tracking visitors, and Google ceased to support or introduce new features for it.
What is GA4?
GA4, or Google Analytics 4, is the latest version of Google’s famous analytics platform.
It’s designed to track both your WordPress website and apps within the same property. Previously, you had to track your apps and websites separately using Universal Analytics.
With GA4, you can get a better understanding of your customer’s journey across various channels and devices.
It also offers improved data privacy for users.
It’s called App+Web because this new property can track visits from both apps and websites within a single Google Analytics property. Instead of having separate properties for each platform.
Make the Switch: Transition Deadline from UA to GA4
It’s time to make the move.
Google Analytics GA4 is here to stay. In fact, GA4 is all set to take charge.
On March 16, 2022,
- Google announced that Universal Analytics (UA) would stop processing hits on July 1st, 2023, for standard UA properties.
- Later they extended the transition date to July 1st, 2024, for UA 360 properties.
The relatively short time between the announcement and the sunset date caught many marketers by surprise and caused mild panic among companies and website owners.
Despite GA4 being out of beta since October 2020, its adoption rate remained relatively low at the time of the announcement. This likely prompted Google to speed things up by introducing an earlier retirement date for Universal Analytics.
12 Major Differences Between Google Analytics 4 And Universal Analytics
So, what is the difference between GA4 and Universal Analytics?
Before you start using Google Analytics 4. Check out our list of important differences below.
1. UA Session-Based Tracking vs. GA4 Event-Based Tracking
The main difference between Google Analytics 4 (GA4) and Universal Analytics (UA) is how they track and analyse data.
UA primarily tracks user interactions through page views, which were effective but often missed other actions like video views and clicks.
In contrast, GA4 categorizes each interaction as an event, offering more flexibility in analysis. These events are tracked independently and can be controlled easily.
While UA records data based on browsing sessions, GA4 records every individual click, transaction, download, submission, or view.
The shift from session-based tracking in UA to event-based tracking in GA4 provides users with better control and understanding of the customer journey. GA4 introduces four new event types:
- automatically collected events,
- enhanced measurement events,
- recommended events, and
- custom events.
2. GA4 Privacy-Focused Approach: Cookies and IP-less Tracking
GA4 introduces a privacy-centric approach that benefits both users and business owners.
Unlike Universal Analytics (UA), which allows unlimited user-specific data retention, GA4 limits data retention to 14 months. This ensures data stays relevant without recycling user information.
Many have hesitated to switch to GA4 due to concerns about these data retention policies.
So, how long does GA4 keep data?
It is widely believed that ALL DATA would be deleted after 2 or 14 months, depending on site traffic, making retrospective reporting comparisons impossible.
But this is only partially true.
GA4’s data retention policy applies solely to user-level reporting, which tracks individual user interactions with a website or app.
In GA4, IP addresses are not stored or collected as third-party cookies are phased out. Users can also request deletion of their data from a website’s database, giving them more control over their privacy.
Google prioritizes privacy in GA4 by collecting data without third-party cookies or IP addresses. Instead, it uses first-party cookies and AI to fill data gaps, complying with privacy laws like GDPR and the California Consumer Privacy Act.
The anonymized data and reports, generated by collecting and anonymizing user data to protect identities, are maintained indefinitely.
Benefits of Privacy-First Approach for Businesses
When you prioritize privacy with GA4, your company can gain valuable insights into
- Users,
- Their behaviour, and
- How they interact with the company website.
By utilizing these features, you can make informed decisions to optimize your marketing strategies.
3. Mobile App and Website Combined Tracking in GA4
One major upgrade in GA4’s analytics system is its easy integration of mobile app and website tracking.
Unlike Universal Analytics, where you had to create separate properties. GA4 allows you to track everything within a single platform. This integration gives site owners a more detailed view of how customers navigate their websites.
GA4 introduces the ability to track both website and app data in the same property, using the same measurement model as Google Analytics Firebase (used for mobile apps). This means all interactions are captured as events, making data analysis easier and enabling better insights across both platforms.
4. Hit Types vs. Events
A major contrast between Google Analytics Universal vs GA4 lies in how interactions are recorded. In UA, interactions were categorized into various hit types like
- Page views,
- Transactions, and
- Social interactions.
However, in GA4, each interaction is treated as an EVENT.
Events in UA had associated categories, actions, and labels. However, these classifications do not exist in GA4. Even though, GA4 views vs pageviews of UA are the same. In its place, GA4 uses event parameters and additional pieces of information about the action a user took.
Some event parameters, like page_title, are sent automatically, and additional ones can be added (up to 25 event parameters can be added and tracked with each event).
Because the data models differ fundamentally, Google advises against simply transferring existing event logic from UA to GA4. Instead, they recommend applying new logic designed to the framework of GA4.
| UA Hit Types | GA4 Events |
| Pageview | Event |
| Session Start | Event |
| First Visit | Event |
| Scroll | Event |
| Click | Event |
| Video Start | Event |
| File Download | Event |
| Video Progression | Event |
| Video Complete | Event |
| Newsletter Signup | Event |
| Contact Submission | Event |
| View Search Results | Event |
5. Machine Learning in Google Analytics 4
Many users are excited about the integration of machine learning in GA4. Machine learning can predict the actions a user might take in the future.
GA4 offers three predictive metrics:
- Purchase probability: This metric analyses the likelihood of customers making a purchase within 7 days.
- Churn probability: It calculates the likelihood of a user becoming inactive in the next 7 days.
- Predicted revenue: This metric estimates the revenue a user will generate in the next 28 days.
6. Data Reporting in UA vs. GA4
While GA4 may seem new and intimidating, not much has changed. Many of the same side tabs remain for exploring your data.
However, a new ‘retention’ tab has been introduced, emphasizing the life cycle report as a main focus.
The ‘engagement’ tab has taken over the role of GA3’s ‘behaviour’ tab and covers similar functionalities.
Additionally, the ‘monetization’ tab is a new feature in GA4 that brings several new options, including:
- The ‘Publisher Ads’ report
- The ‘In-App Purchases’ report
- The ‘E-commerce Purchases’ report
These features allow you to track revenue generated from items, ads, and subscriptions on your website or app.
7. Better Third-Party Product Integration in GA4
GA4 offers seamless integration with various other Google products, such as
- Google Ads,
- BigQuery, and
- Google Merchant Centre.
Previously, access to BigQuery was limited to users with a GA 360 account.
However, GA4 users now have FREE ACCESS to this connection.
BigQuery: In Google Analytics 4 (GA4), exporting data to BigQuery is now free for all properties.
Before the introduction of GA4, users had to find their methods to incorporate exported data into Google BigQuery. Previously, in Universal Analytics (UA), this feature was restricted to Analytics 360 properties only. Which incurred an annual cost of $150,000.
Thankfully, this is no longer necessary. Google has integrated BigQuery as a native data query platform.
For those unfamiliar, BigQuery is a Google-owned platform capable of importing massive amounts of data. Which can then be analysed to uncover valuable insights that aid in business decision-making.
Google Ads: Regarding Google Ads, GA4 allows users to identify highly engaged or high-value audiences and target them through paid campaigns.
Moreover, GA4 enables users to view Google Ads campaigns in the acquisitions report and import analytics conversions into their Google Ads account.
8. Customizable Dashboards in GA4
In GA4, users have the flexibility to customize their report pages, a feature not available in UA. By simply clicking on the “customize report” button, users can rearrange data cards according to their preferences.
Better functions and features: GA4 offers increased functionality and freedom to users, allowing them to tailor the platform to their specific needs. Here are some key functions and features:
- Report Customizations: Users can easily add reports and other tools to the navigation menu for quicker access.
- Explorations: GA4 introduces Exploration reports, allowing users to create dashboards similar to those in Looker Studio. This helps users dig deeper into data, identify trends, and use machine learning for better analysis.
- Data-Driven Attributions: GA4 includes a data-driven attribution model, giving users a broader view of the consumer journey beyond just the “last click” conversion.
- Anomaly Detection & Insights Feature: The new “Insights” feature in GA4 uses machine learning to detect anomalies in reports, helping users identify irregularities for optimized analysis. Users get greater control over data monitoring and alerting.
9. GA4 Track Complete User Journey
The GA4 differences in data collection aren’t just about privacy and security; they also help us better understand the entire user journey.
Universal Analytics was launched in 2012. Back then,
- Only 45% of people had smartphones,
- There were 540,000 apps in the app store, and
- E-commerce spending totalled $225.5 billion.
We were still following a traditional marketing funnel of
- Awareness,
- Interest,
- Desire,
- Action.
Which focused solely on acquiring new customers and didn’t address retention.
Fast forward to the beginning of 2021,
- 85% of people now have smartphones.
- The App Store boasts 4.5 million apps, and
- e-commerce spending reached $578.50 billion in 2019.
Additionally, Google had already introduced mobile-first indexing, reducing the presence of “mobile websites.” This approach places greater emphasis on retention and transforming customers into promoters.
10. The GA4 Search Bar: Improved Search Functionality
In Universal Analytics, you could search for reports and insights, by typing “conversions” to find relevant conversion reports and insights.
However, GA4 takes search functionality to the next level with its intuitive search bar. When you click on the search box, you’ll see your recent searches.
As you type a question, Google suggests completed questions.
You can search for specific questions, such as “How many more visits than last week?” and Google will provide the answer directly in the search bar.
Additionally, you can search for queries that compare data ranges, like comparing traffic between different periods.
11. UA Bounce Rate is Replaced with Engagement Rate in GA4
Another major change regarding GA4 vs Google Analytics 3 is replacing bounce rate with engagement rate.
Instead of focusing on bounce rate, Google has opted for a more positive approach by introducing the concept of engagement rate.
Engagement rate is a percentage metric calculated as engaged sessions divided by total sessions.
But what exactly are engaged sessions?
Engaged sessions are those that
- Last at least 10 seconds,
- Involve at least 1 conversion event, or
- Include at least 2 page or screen views.
So, does the bounce rate still exist in GA4?
YES, it does.
But bounce rate GA4 is calculated differently.
Here the bounce rate represents the percentage of sessions that were ‘not engaged sessions.’
In simpler terms, bounce rate is the opposite of engagement rate, which is the number of engaged sessions divided by the total sessions within a specific time frame. Unlike Universal Analytics, where the bounce rate was determined by the percentage of website users who viewed only one page.
12. Google Tag Manager is More Important Now
Google Tag Manager has become more crucial than ever, especially with the shift to GA4.
Previously, you could manage basic functions in Google Analytics Universal without Tag Manager. For instance, you could create destination page conversions directly in Google Analytics.
Now, with GA4, this is no longer an option. All goals are event-based, making it vital to be proficient in Google Tag Manager, especially for those in digital marketing or e-commerce.
Understanding Tag Manager, also known as GTM, is essential for advanced data collection. You’ll need it to create custom events, to get deeper insights into user interactions and behaviours.
3 UA Features Discontinued in GA4
In comparing Google Analytics GA4 vs UA, it’s also important to know which features are no longer available in the new GA4 version.
1. GA4 Removes Monthly Hit Limits
GA4 eliminates monthly hit limits. In Universal Analytics, webmasters were restricted to
- 10 million hits per property,
- 500 hits per session, and
- 200,000 hits per user per day.
Currently, GA4 has NO LIMITS.
2. GA4 Prevent Spam Referrals
GA4 takes measures to prevent spam referrals, a feature not carried over from Universal Analytics. It achieves this by requiring all Measurement Protocol hits to have a secret key, effectively filtering out spam referrals before they are recorded by the platform.
3. Webmasters Won’t be Able to Block IP Addresses
Certain other features are not being migrated as well. Webmasters will no longer have the ability to block IP addresses, create different views of their data, or set up filters for their hostname.
Are you ready to switch to GA4?
With all this valuable information, it’s time to take action.
QC Digitals strongly advise switching to GA4 sooner rather than later to grasp its benefits. Since Universal Analytics will shut down in July 2023, making the switch is inevitable.
So, why wait?
If you need assistance with shifting to GA4 or just some extra guidance, feel free to reach out.
