Comparing GA4 and Universal Analytics: What You Need to Know

Summary: The future of Google Analytics is here! With Universal Analytics now discontinued, it’s time to unlock the full potential of GA4. If you haven’t explored it yet, this article will guide you through everything you need to know.

Google Analytics 4 (GA4) has taken over from Universal Analytics as the latest version. Companies still using Universal Analytics might feel confused now that it's no longer available to monitor website data. What sets these two apart? Do they share any features? How can I move to GA4, and why should I? Keep reading to get these answers and more. 

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GA4 offers a bunch of metrics, reports, trackers, and other tools. You'll spot right away that GA4 has a more straightforward layout. It also brings new ways to measure engagement and a different data-tracking approach. But before we look at what's different, let's check out what these two versions have in common. 

What Hasn't Changed – GA4 Vs. Universal Analytics

GA4 and Universal Analytics share several similarities. The main one is the data and reporting capabilities on both platforms. GA4 can measure everything that UA measures. You can also generate the same reports on both platforms. However, GA4 puts most of the reporting features front and centre, while UA tucked these features away under different tabs.

Moreover, Google Smart Goals continues to be a valuable feature on both platforms, enabling users to set automatic goals based on data patterns and optimise performance accordingly.

Another similarity between GA4 and Universal Analytics is their cost—both are completely free for users.

The overall interface remains familiar as well. If you're comfortable navigating a UA account, transitioning to GA4 will be easy. While some tabs and menus have been rearranged, the core layout hasn’t changed much.

What’s New in GA4?

Now that we’ve covered what hasn’t changed, let’s dive into the new features GA4 brings to the table. Here’s a comparison of GA4 and Universal Analytics: With these enhancements, GA4 offers greater flexibility, deeper insights, and a more user-friendly experience.

1. Event-Based Tracking

The most significant change in GA4 is how it tracks user engagement. Universal Analytics relied on page views, missing key interactions like video views and clicks. GA4, however, tracks every interaction as an event, providing more detailed insights. Events are independent of sessions, allowing for greater flexibility in analysis and reporting. Plus, you can turn them on or off anytime.

2. Mobile App & Website Tracking

GA4 makes it easier to track both websites and mobile apps. Unlike Universal Analytics (UA), which requires separate properties for each, GA4 provides a unified platform for a complete view of user journeys. For businesses looking to enhance their online presence, working with the best SEO company in Noida can help maximise the insights GA4 offers.

3. Cookies & IP-Less Tracking

GA4 improves privacy by removing third-party cookies and IP tracking. Instead, it uses first-party cookies and AI to fill data gaps while complying with major privacy regulations. This allows businesses to make informed decisions while ensuring that user data remains protected.

4. Machine Learning Predictions

GA4 uses machine learning to predict user behaviour, offering three key insights:
Purchase Probability – The likelihood of a user converting within a week.
Churn Probability – The likelihood of a user becoming inactive in the next 7 days.
Predicted Revenue – Estimated revenue from a user in the next 28 days.

5. Better Product Integration

GA4 seamlessly connects with Google Ads, Merchant Center, and BigQuery (now free for all users). It helps identify high-value audiences, improve ad targeting, and import conversions into Google Ads for better campaign performance. To make the most of these features, working with the best digital marketing agency in Noida can help businesses stay ahead.

6. Customisable Dashboards

Unlike UA, GA4 allows you to personalise reports by rearranging data cards with the ‘Customise Report’ button for a more tailored analytics experience.

7. Advanced Search Bar

GA4’s search bar is more brilliant, offering instant suggestions and supporting natural language queries like “conversions last week in the UK.” It also allows quick comparisons between data periods, making analysis more straightforward and efficient.

How do you switch to GA4 from Universal Analytics?

Step 1: Create a GA4 Property

Go to Admin > Create Property in your Google Analytics account.

Step 2: Set Up Data Streams

Add data streams for your website or app under Data Streams > Add Stream to start collecting data.

Step 3: Install the Tracking Code

Select Website or App, then copy and paste the unique tracking code into your site or app.

Step 4: Gather Data in GA4

Once the tracking code is installed, view and analyse data in the Reports section.

Step 5: Use the GA4 Measurement Protocol

Migrate data from UA to GA4 using the Measurement Protocol, which transfers data from your app or website.

Step 6: Update Dashboards & Reports

Rebuild or adjust custom reports, segments, and metrics in GA4 to match your UA data.

Step 7: Test & Compare Data

Run parallel tracking in UA and GA4 to ensure data accuracy. For expert setup, partner with an SEO agency experienced in Google Analytics.

Why Switch to GA4?

Google discontinued Universal Analytics on July 1st, 2023, meaning it no longer collects website data. GA4 offers advanced features, deeper insights, and a better understanding of user behaviour. For businesses looking to optimise their analytics and marketing strategies, the best digital marketing agency in Noida can help maximise GA4’s potential.

Key Takeaways:

• GA4 is the latest version of Google Analytics, entirely replacing Universal Analytics.
• It offers customisable reports, dashboards, metrics, and trackers with a cleaner, more user-friendly interface.
• GA4 introduces several changes compared to UA, including advanced machine learning integration.

Conclusion 

Marketers are still unlocking the full potential of GA4. As you explore the platform, you'll gain a deeper understanding of its powerful features. Since GA4 continues to evolve, staying updated is key. To maximize its capabilities, partner with the best SEO company in Noida—New Vision Digital—known for its expertise and proven success. Get in touch with our team today!