Understanding The Differences: Google Analytics UA Vs GA4

Are you confused about the differences between Google Analytics UA and GA4, and not sure which one to use? Turns out, there’s a fundamental difference in how these two versions measure data: UA is based on sessions and pageviews, while GA4 utilizes events and parameters.

This article will demystify these platforms for you by delving into their key differences, comparison of metrics, reports creation methods used by both systems, and what transitioning from UA to GA4 entails.

Curious yet? Let’s dive in!

Key Takeaways

Google Analytics UA tracks user activity using sessions and pageviews, while GA4 uses events and parameters for tracking.
GA4 provides more detailed information about user interactions and allows for deeper insights into user behavior and engagement compared to UA.
Transitioning from UA to GA4 requires adjustments due to the different data models.
GA4 offers advanced features for app tracking, improved cross-device tracking capabilities, and the ability to export data to BigQuery for more in-depth analysis.

Fundamentally Different Data Models

UA tracks user activity using sessions and pageviews, while GA4 uses events and parameters for user activity tracking.

UA: Sessions and pageviews

In Universal Analytics, we track user activity in sessions and pageviews. A session starts when a person visits your website. It ends after 30 minutes of no activity or at midnight.

Each time a person views a page on your site, we count it as a pageview. So, if one person looks at three different pages in one session, that counts as three pageviews. This way of tracking helps us see how people use your website over time.

GA4: Events and parameters

GA4 uses events and parameters for tracking. In GA4, actions users take are viewed as events. Users clicking a button or loading a page are both events. Every event has details tied to it called parameters.

Parameters tell more about each event.

Events and parameters make GA4 flexible. This method can track many types of user actions on your website. For example, if someone buys something from you, that’s an event. The item they bought and how much it cost are parts of the data captured in the parameters.

GA4 can automatically capture some common events without extra work on your part.

This is new compared to Universal Analytics (UA). UA mostly relies on sessions and pageviews for its data model instead of using these events and parameters in the same way GA4 does.

In short, with events and parameters, you get more detail about what users do when they visit your site through Google Analytics 4 (GA4). It lets you see beyond just who visited your site or clicked a link.

Key Measurement Differences

GA4 and Universal Analytics (UA) have fundamentally different data models, leading to key measurement differences. In GA4, the focus is on events and parameters, whereas UA focuses on sessions and pageviews.

This difference in approach has implications for data analysis and reporting.

Different numbers in metrics reported

You can see different numbers in metrics when you use GA4 and UA. This is because they track data differently. In UA, tracking works with sessions and page views. In GA4, it uses events and parameters to follow activity on your website or app.

The way this data is collected also changes the number that shows up in your reports. So, don’t worry if you notice a change when you switch from one system to another. It’s all part of how each tool gathers information about who visits your site or uses your app.

Implications for data analysis and reporting

The differences between Google Analytics UA and GA4 have significant implications for data analysis and reporting. With UA, analysts primarily focus on sessions and pageviews to understand user behavior.

However, in GA4, the emphasis shifts to events and parameters. This means that analysts need to adjust their analysis methods and reporting techniques to work with the new data model.

Additionally, the introduction of event parameters in GA4 provides more detailed information about user interactions, allowing for deeper insights into user behavior and engagement.

GA4 vs Universal Analytics – 7 Key Differences

GA4 and Universal Analytics have several key differences that impact data tracking, reporting, and analysis, including app tracking, hit types, session calculations, exports to BigQuery, bounce rate and engagement rate calculations, the importance of Google Tag Manager, and the account structure.

App tracking

App tracking plays a crucial role in understanding user behavior and engagement within mobile applications. In Google Analytics 4 (GA4), app tracking is automatic, eliminating the need for manual tagging or configuration.

GA4 uses an event-based tracking approach, capturing various interactions as events and assigning them specific parameters like category, action, and label. This allows marketers to gain a comprehensive view of how users interact with their apps and track conversions effectively.

Compared to Universal Analytics (UA), GA4 offers more flexibility and advanced features for app tracking, making it easier to analyze user activity on mobile platforms.

Hit types

GA4 and Universal Analytics (UA) differ in their approach to tracking user activity. In GA4, tracking is based on events and parameters, while UA relies on sessions and pageviews. Hit types refer to the different types of interactions that can be tracked within each platform.

In GA4, hit types include pageview, screenview, event, and ecommerce hits. On the other hand, UA uses pageview hits for website tracking and app hits for mobile app tracking. These differences in hit types reflect the shift from session-based tracking in UA to event-based tracking in GA4.

With GA4’s event-based model, marketers have more flexibility in capturing specific user interactions and understanding user behavior across different platforms and devices.

Session calculations

Google Analytics Universal Analytics (UA) and Google Analytics 4 (GA4) have different approaches to session calculations. In UA, sessions are determined based on user activity within a specified time frame.

For example, if a user visits a website and interacts with multiple pages within 30 minutes, it is considered one session. However, in GA4, there is no concept of sessions as events and parameters are tracked instead.

Each interaction or event by the user is recorded separately without grouping them into sessions. This means that GA4 provides more granular data on user behavior and engagement compared to UA’s session-based approach.

Exports to BigQuery

GA4 offers an important feature called “Exports to BigQuery“. With this feature, you can send your Google Analytics 4 data directly to BigQuery, which is a powerful data warehouse and analysis tool.

This allows for more in-depth analysis of your GA4 data using SQL queries and advanced analytics techniques. By exporting your GA4 data to BigQuery, you can gain deeper insights into user behavior, perform complex analysis, and create custom reports tailored to your specific needs.

It’s a valuable feature that helps you make the most out of your GA4 data and take advantage of the capabilities offered by BigQuery for more advanced analytics.

Bounce rate and engagement rate

The way bounce rate and engagement rate are measured differs between Google Analytics Universal Analytics (UA) and Google Analytics 4 (GA4). In UA, bounce rate is calculated based on the percentage of single-page sessions, where users leave without interacting further.

Engagement rate in UA measures the average time a user spent on a page or website. On the other hand, GA4 calculates engagement by tracking active user events such as scrolling, playing videos, or clicking buttons.

It provides more detailed insights into user interactions and behavior. Additionally, GA4 allows for greater customization in setting up event tracking to measure specific actions that indicate user engagement, giving marketers a more accurate understanding of how users engage with their website or app.

Importance of Google Tag Manager

Google Tag Manager is an important tool when it comes to implementing tracking codes and managing tags on your website. It allows you to easily add, update, and remove tags without having to modify the actual code of your site.

This can save time and effort, especially if you have multiple tracking codes or if you frequently make changes to your tags. With Google Tag Manager, you can also set up triggers and variables that help determine when and how tags are fired on specific pages or events.

Overall, using Google Tag Manager simplifies the process of implementing and managing tracking codes, making it a valuable tool for marketers and website owners alike.

Account structure

GA4 has a different account structure compared to Universal Analytics (UA). In UA, you have accounts with properties and views. But in GA4, you have an organization level that contains multiple data streams.

Each data stream represents a website or app that you want to track separately. This new structure allows for more flexibility and organization in tracking user activity across different platforms and properties.

It’s important to understand this change when transitioning from UA to GA4.

Event-Based Tracking in GA4

In Google Analytics 4 (GA4), event-based tracking is a key feature that differs from Universal Analytics (UA). Instead of focusing on sessions and pageviews like UA, GA4 tracks user interactions through events.

Events are important actions or activities that users take on your website or app, such as clicking a button, watching a video, or submitting a form.

With event-based tracking in GA4, you can capture more detailed data about each interaction by using event parameters. These parameters provide additional information about the event, such as category, action, and label.

For example, if someone clicks on a “Buy Now” button on your website, you can track it as an event with parameters like “Button Clicked” (category), “Buy Now” (action), and “Product A” (label).

This shift to event-based tracking in GA4 allows for more flexibility and customization compared to UA’s focus on sessions and pageviews. By capturing specific events and their associated parameters, you gain deeper insights into how users interact with your website or app.

This data can help you understand user behavior patterns, optimize conversions, and improve overall user experience.

Reporting in GA4 vs Universal Analytics

GA4 Reports provide a new interface and layout to analyze user behavior and track data, while UA Reports offer the traditional reporting features in Universal Analytics.

GA4 Reports

GA4 Reports provide marketers and analysts with valuable insights into user behavior and engagement. Unlike Universal Analytics (UA) reports, which focus on sessions and pageviews, GA4 reports are based on events and parameters.

This shift in the data model allows for a more comprehensive understanding of how users interact with a website or app. With GA4 Reports, you can track specific events and actions that matter to your business, such as button clicks or form submissions.

These reports also offer improved cross-device tracking capabilities, giving you a clearer picture of how users engage across different devices. Overall, GA4 Reports provide valuable data for optimizing your website or app to better meet the needs of your audience.

UA Reports

UA Reports in Google Analytics provide insights into user activity based on sessions and pageviews. These reports allow you to track metrics such as the number of sessions, pages visited, bounce rate, and session duration.

You can also create custom reports to analyze specific aspects of your website or app performance. UA Reports are an essential tool for understanding user behavior and optimizing your digital strategies.

Creating GA4 Reports

To create reports in Google Analytics 4 (GA4), you can follow these steps:

Access the GA4 interface and select your desired property or data stream.
Navigate to the “Analysis” section and click on “Reports.”
Choose a template for your report or start from scratch.
Define the dimensions and metrics you want to include in your report.
Apply filters, segments, or other advanced settings to refine your data.
Customize the visualizations and layout of your report.
Save or share your report with others for future reference or collaboration.

Metrics in GA4 vs Universal Analytics

Metrics reported in GA4 and Universal Analytics differ, creating implications for data analysis and reporting.

Differences in metrics reported

GA4 and UA have differences in the metrics they report. One major difference is in how they measure user activity. UA reports sessions and pageviews, while GA4 reports events and parameters.

This means that in GA4, you’ll see metrics like the number of events triggered, event values, and event parameters such as category, action, and label. On the other hand, UA focuses more on session-based metrics like time on site and bounce rate.

These differences in reported metrics can impact how you analyze data and report on user behavior. It’s important to understand these distinctions when transitioning from UA to GA4 or when comparing data between the two versions of Google Analytics.

Reasons for the differences

The differences between Google Analytics Universal Analytics (UA) and GA4 stem from their fundamentally different data models. UA relies on sessions and pageviews as the primary data model, while GA4 is built around events and parameters.

This fundamental shift in data tracking methodology leads to variations in metrics reported, the way data is analyzed and reported, as well as the overall user experience. Additionally, GA4 introduces new features and improvements compared to UA, making it a more advanced and updated version of Google Analytics.

Segments in GA4 vs Universal Analytics

Segments in Google Analytics play a crucial role in data analysis, allowing users to distinguish and compare different subsets of their data. However, the way segments function in Universal Analytics (UA) and Google Analytics 4 (GA4) varies significantly.

Universal Analytics	Google Analytics 4
UA allows the creation of segments at the session level. This means users can group sessions according to specific conditions, such as the traffic source or the user’s geographical location.	In GA4, the concept of “sessions” is replaced with “events”, resulting in a shift in how segments are created. Instead of session-based segments, GA4 users can create user-based segments or event-based segments.
Segments in UA can be applied to historical data, allowing users to retrospectively analyze data and trends.	Unlike UA, GA4 does not allow segments to be applied to historical data. Any segments created will only apply to data moving forward.
In UA, segments are created and applied within the reporting interface. This means users can’t use segments to filter data within the property or view level.	GA4 introduces the “Audiences” feature, which works similar to segments in UA but can be applied at the property level. This means users can filter their entire data set based on the defined Audience criteria.
UA offers Advanced Segments, a feature that allows users to create complex segments using multiple conditions and sequences.	While GA4 does not have an exact equivalent to UA’s Advanced Segments, its new “Comparison” feature comes close, allowing users to compare up to four segments side by side in a single report.

Overall, the shift from session-based to event-based segmentation in GA4 represents a more flexible and user-centric approach to data analysis, providing deeper insights into user behavior and engagement.

Transitioning from UA to GA4

Learn about the steps to transition from Google Analytics Universal Analytics (UA) to GA4 and stay ahead of the game in user activity tracking.

When will UA be deprecated?

As of July 1, 2023 Google Universal Analytics (UA) was deprecated for standard properties. However, Google Analytics 360 properties will be deprecated on October 1, 2023. It’s important to note that Google Analytics 4 (GA4) is the future of analytics and Google encourages businesses to embrace the transition from UA to GA4. It is reported that the UA interface will stop functioning on July 1, 2024.

GA4 introduces new features and improvements compared to UA, making it a more advanced and updated version of Google Analytics. Therefore, it would be wise to familiarize yourself with GA4 and consider transitioning sooner rather than later.

Steps to transition to GA4

To transition from Universal Analytics (UA) to Google Analytics 4 (GA4), follow these steps:

Set up a new GA4 property alongside your existing UA property.
Update your website or app tracking code to include the GA4 tracking code snippet on all relevant pages or screens.
Configure and customize your GA4 property settings, including data streams and event tracking parameters.
Import any historical data you want to retain from your UA property into your GA4 property for comparison and analysis.
Familiarize yourself with the different reports and metrics available in GA4 compared to UA, and adjust your reporting processes accordingly.
Update any custom dashboards, segments, or goals you had set up in UA to reflect the new data model and measurement differences in GA4.
Train yourself and your team on how to use the new features and capabilities of GA4 effectively for data analysis, reporting, and insights.

Conclusion

In conclusion, understanding the differences between Google Analytics UA and GA4 is essential for marketers and data analysts. The shift from sessions and pageviews to events and parameters in GA4 brings new opportunities for tracking user behavior.

With its automatic user activity detection and advanced event tracking capabilities, GA4 offers improved insights into user engagement. However, transitioning from UA to GA4 may require adjustments due to the different data models.

Overall, embracing GA4 can lead to a more comprehensive understanding of user behavior and better-informed decision-making.

FAQs

1. What is the difference between Google Analytics UA and GA4?

Google Analytics UA (Universal Analytics) is the older version, while GA4 (Google Analytics 4) is the latest version with enhanced features and more advanced tracking capabilities.

2. Can I use both Google Analytics UA and GA4 at the same time?

Yes, you can use both Google Analytics UA and GA4 simultaneously on your website or app to gather data from different perspectives. However, it’s recommended to migrate fully to GA4 in the long term.

3. Do I need to make any changes to my current tracking setup when switching from Google Analytics UA to GA4?

Yes, switching from Google Analytics UA to GA4 requires making some configuration changes in your tracking setup because they have different tracking codes and methodologies. It’s advisable to consult a professional for proper migration.

4. What are the benefits of using GA4 instead of Google Analytics UA?

GA4 offers improved cross-platform measurement, better user-centric analytics, augmented predictive insights, privacy-centered data controls, and simplified event tracking compared to Google Analytics UA.

General Facts

Google Analytics 4 (GA4) relies on automatic user activity detection, while Universal Analytics (UA) requires manual instrumentation.
GA4 collects data at the stream level with a unique data stream ID, while UA collects data at the property level with a tracking ID.
GA4 introduces “event parameters” with pre-designated names like category, action, and label, which is a major difference compared to UA.
UA is based on sessions and pageviews as the primary data model, whereas GA4 is based on events and parameters.
Both UA and GA4 can collect and track the same types of data, but GA4 offers more flexibility in terms of event tracking and customization.
GA4 introduces new features and improvements compared to UA, making it a more advanced and updated version of Google Analytics.
GA4 provides a more comprehensive and detailed view of user behavior and engagement through event tracking and parameters.
UA relies on manual tagging and configuration to track specific events and interactions, while GA4 automatically tracks and captures user interactions without the need for manual setup.
GA4 offers enhanced cross-device tracking capabilities, allowing marketers to better understand user behavior across different devices and platforms.
The transition from UA to GA4 may require some adjustments and learning as the two versions have different data models and tracking methods.