Google Analytics GA4 v Google Universal Analytics

Google Analytics 4 (GA4) is the latest version of Google's popular analytics platform. It was released in October 2020 and is designed to replace Universal Analytics (UA), which was the previous version of Google's analytics platform.

GA4 is a significant upgrade from UA, with a number of new features and capabilities. Some of the key differences between GA4 and UA include:

  • New data model: GA4 uses a new data model that is designed to be more flexible and extensible. This allows GA4 to collect a wider range of data from different sources, including websites, apps, and offline events.

  • New measurement model: GA4 uses a new measurement model that is designed to be more accurate and reliable. This model uses machine learning to track user behavior across different channels and devices.

  • New reporting: GA4 has a new reporting interface that is designed to be more user-friendly and intuitive. This interface allows users to create custom reports and analyze data in new ways.

In addition to these key differences, GA4 also includes a number of other new features and capabilities, such as:

  • Predictive analytics: GA4 uses machine learning to predict future behavior, such as which users are most likely to churn or which products are most likely to be purchased.

  • Cross-channel measurement: GA4 can track user behavior across different channels and devices, such as websites, apps, and offline events.

  • Enhanced privacy: GA4 has a number of features that are designed to protect user privacy, such as the ability to delete data and the ability to restrict access to data.

Overall, GA4 is a significant upgrade from UA, with a number of new features and capabilities that make it a more powerful and flexible analytics platform. If you are using UA, it is recommended that you migrate to GA4 as soon as possible.

Here are some tips for migrating to GA4:

  1. Create a GA4 property and enable it for your website or app.

  2. Link your UA property to your GA4 property.

  3. Start collecting data in GA4.

  4. Use the GA4 reports and analysis tools to compare your UA and GA4 data.

  5. Migrate your UA audiences and settings to GA4.

Migrating to GA4 can be a complex process, but it is worth it to take advantage of the new features and capabilities that GA4 offers