Google Analytics 4 vs Universal Analytics: A Comprehensive Comparison from a Web Expert

As an experienced webmaster and analyst with over 15 years in the field, I‘ve helped hundreds of clients leverage Google Analytics to gain valuable insights about their website traffic and visitors.

Recently, there‘s been a major update in the world of Google Analytics – the release of a completely rewritten version called Google Analytics 4 (GA4).

GA4 aims to upgrade how you collect, measure, and understand your website and app data. That‘s why many site owners wonder…

How does Google Analytics 4 compare to the existing Universal Analytics (UA)? Which one should I use?

In this detailed guide, I‘ll answer those questions from an expert perspective. I‘ll also provide specific examples and statistics to illustrate the major differences between GA4 and Universal Analytics.

Let‘s start with a quick history of Google Analytics first.

A Brief Background on Google Analytics Versions

Google Analytics has been around since 2005. Over the years, it‘s gone through several major iterations:

• Google Analytics 1 – The original version launched in 2005. It provided basic reporting on traffic sources, keyword data, geolocation, etc.

• Google Analytics 2 – Launched in 2008. GA2 introduced custom variables for deeper data collection and segmented reporting.

• Universal Analytics – In 2012, Google merged Google Analytics with Google Universal Analytics. This became the standard industry GA platform.

• Google Analytics 4 – Launched in October 2020, GA4 is the latest overhaul bringing enhanced measurement, privacy, and simplicity.

Of these, Universal Analytics (UA) has been the reigning web analytics solution for the past decade powering over 30 million websites as per BuiltWith.

But UA is now slated for sunset starting July 2023. So what does its successor GA4 offer?

Key Advantages of Google Analytics 4

Based on my experience implementing GA4 for client websites, here are some of its biggest upgrades compared to Universal Analytics:

1. Unified Cross-Platform Tracking

One major limitation of Universal Analytics was separate tracking for websites, mobile apps, etc. You needed multiple GA properties to analyze different platforms.

GA4 fixes this issue by allowing unified data collection for:

• Websites – Track web traffic using GA tags
• Mobile apps – Integrate SDKs for Android and iOS apps
• Other platforms – Connect data from Point of Sale systems, OTT streaming platforms like FireTV, etc.

With GA4, you get a consolidated view of how users interact with your brand across multiple:

• Websites – Monitor traffic across different site domains.
• Apps – Compare engagement on iOS vs Android apps.
• Devices – Analyze journeys moving from mobile to desktop.

This multichannel analysis provides a complete picture of the customer experience.

2. Enhanced Measurement and Dimensions

Another major GA4 benefit is expanded tracking capabilities:

• Automatic tracking for button clicks, file downloads, affiliate links, etc. without any code changes
• Scroll tracking to see how far users scroll on pages
• Catch inbound link clicks from other sites to yours
• Track page load speeds and other site performance metrics
• Access expanded dimensions for deeper segmentation, e.g. browser, device type, traffic source details

This delivers a clearer understanding of on-page engagement beyond just pageviews.

3. Increased Data Privacy

Data privacy is a key consideration for modern websites. Google Analytics 4 addresses this through:

• Not collecting personally identifiable user data like email addresses or usernames
• Auto-masking IP addresses after just 24 hours to avoid tracking specific individuals
• Using aggregate analysis instead of individual-level data processing

Data privacy is top-of-mind while designing GA4. This ensures compliance with regulations like GDPR and CCPA.

4. Simpler and More Intuitive Setup

Getting started with GA4 tracking is straightforward:

• Only a single line of code needs to be added for basic tracking
• The same gtag.js snippet works across websites, mobile apps, etc.
• Event-based configuration removes the need to modify tracking code frequently
• Pageviews, sessions, etc. get tracked by default in the background

The unified setup reduces the need for developers and makes implementation faster.

So in summary, Google Analytics 4 brings important upgrades through its cross-platform capabilities, enhanced measurement, privacy-focused model, and simplified implementation.

Key Differences Between Google Analytics 4 vs Universal Analytics

Now that we‘ve seen the benefits, let‘s examine some major differences between GA4 and UA:

1. Session-based vs. Event-based Data Model

One core difference is the underlying data collection approach:

• Universal Analytics uses sessions and pageviews to associate data with individual users. This provides visitor-centric behavioral analysis tied to an identity.

• GA4 uses events that capture granular interactions. But data is aggregated anonymously making cross-device tracking easier.

For example, say User A visited a product page, watched a video, and clicked on related products on your website.

• In Universal Analytics, this would be tracked as 2 pageviews and a session for User A.

• GA4 would capture these micro-interactions as multiple events like page_view, video_play, related_product_click etc. Without tying them to User A‘s identity.

So GA4 provides greater flexibility for custom tracking without coding but loses granular individual-level analysis.

2. New Reports and Metrics

The reporting interface in GA4 has been completely overhauled:

• New reports like Engagement, Retention, Conversion, etc. replace old UA reports.

• Metrics moved or removed – Bounce rate and session duration metrics have been moved deeper into the interface. Pageviews is removed completely.

• Focus on events – Many reports now focus on counting events for a specific action rather than aggregates like sessions.

This updated reporting requires relearning key metrics and using events for analysis rather than pageviews or sessions.

3. Ecommerce Tracking

For online stores, GA4 brings important ecommerce tracking improvements:

• Micro-conversions like adding to cart, promotions, refunds etc. can be measured more accurately.

• GA4 ecommerce reports provide greater visibility into checkout funnel dropout.

• UA requires manual customization for advanced ecommerce analytics. GA4 surfaces it automatically.

As per Insider Intelligence, US ecommerce grew over 44% in 2020 alone. So deeper ecommerce insight is a key GA4 advantage.

4. Implementation and Customization

Setting up Google Analytics 4 has been simplified compared to UA:

• Frequent code changes are reduced through focus on events and endpoints. Pageviews are automated in the background.

• Developer-focused customization like custom metrics and dimensions is limited in GA4 vs UA. This is by design to ensure data integrity.

• GA4 provides enterprise-grade capabilities out of the box reducing reliance on developers. But UA offers more low-level control and extensibility.

So GA4 simplifies basics but provides less customization for power users compared to Universal Analytics.

There are many more nuanced differences, but these cover the major changes in moving from Universal Analytics to Google Analytics 4 based on my experience.

Key Considerations for Migrating to GA4

Upgrading to GA4 comes with important benefits. But how do you upgrade from Universal Analytics smoothly?

Here are some tips:

• Give yourself plenty of time – Migrating analytics platforms for larger websites can take months.

• Implement GA4 tracking alongside UA – Run both in parallel to compare data before switching fully.

• Learn the new reports and metrics – Get familiar with the altered reporting terminology in GA4.

• Use segment filters – Apply segments to simulate UA reports in GA4 during the transition.

• Review common integrations – Check if your email, CRM, etc. tools that integrate with UA work with GA4.

• Get help as needed – Consider hiring a web analytics expert or consultant to assist with a large GA implementation.

While the GA4 upgrade brings valuable enhancements, every migration requires planning. Feel free to reach out to me if you need help transitioning from Universal Analytics to GA4.

FAQs from Fellow Site Owners

Here are answers to some common questions I get about switching over to Google Analytics 4:

Can I continue using Universal Analytics after it gets retired?

Unfortunately no. Once retired, the UA tracking code will stop collecting data. So you must switch to GA4 before that happens.

How long does migrating to GA4 take?

For small websites, switching takes just a few hours. But large enterprises with multiple UA properties should allocate a few weeks or months for migration planning.

Is Google Analytics still free to use?

The core GA4 platform has a generous free tier sufficient for most websites. Paid offerings like GA4 for Power Users and GA 360 provide additional features and integrations.

What about support for existing UA integrations?

The GA4 developer documentation provides guidance on updating integrations. But some apps may lag in adding GA4 support once UA gets retired.

Can I use custom tags, parameters, etc. in GA4?

GA4 limits customization to avoid data manipulation. You can use custom dimensions and metrics sparingly but GA4 discourages excessive customization.

Feel free to reach out for any other questions!

Conclusion and Next Steps

I hope this detailed guide helped explain the key differences between Google Analytics 4 and Universal Analytics from an industry expert standpoint.

Here are some next steps you can take:

• Audit your existing Universal Analytics implementation – Review current UA tracking, goals, dimensions, etc.

• Explore GA4 capabilities – Poke around the GA4 demo account to get familiar with the new platform.

• Add GA4 tracking alongside UA – Configure GA4 on your site without disrupting existing UA data collection.

• Allocate time for the transition – Plan adequate resources and time for migrating data and learning GA4.

• Consult web analytics specialists if needed – Consider getting help from experts like me for large website migrations.

With Universal Analytics sunsetting, now is the ideal time to start your upgrade journey. Feel free to get in touch with any other questions!