In the ever-evolving world of digital analytics, staying ahead of the game is key. Google Analytics, the go-to tool for tracking website performance, has undergone a significant transformation with the introduction of Google Analytics 4 (GA4). This revolutionary update brings a lot of changes that are redefining the way we measure online success. Let’s dive into the main differences between Universal Analytics (UA) and GA4 that every digital marketer and analyst should be aware of.

1. The way things are measured: sessions & page views vs. events

In UA, data collection is centred around sessions and page views. If you wanted to track additional actions, you had to set up specific ‘events’ for them.

GA4, on the other hand, relies entirely on ‘events’ for data measurement. This shift makes Google Tag Manager (GTM) even more crucial for comprehensive tracking.

2. Event categories overview

GA4 offers a diverse range of automatically collected events (ad_click, ad_exposure, ad_impression, app_exception, file_download, first_open, first_visit, in_app_purhase, page_view, screen_view) , enhanced measurement events (Page_view, scroll, click, view_search_results, video_start, file_download, .. ) , recommended events (purchase, add_to_cart, begin_checkout, add_payment_info,.. ), and custom events. 

In short: from ad interactions to purchases and custom actions, GA4 has you covered with the endless event tracking options. On top of this you can fully optimize your events strategy to your own needs and determine which events you would like to track as goals.

3. Cookies evolution: 3rd party vs. 1st party

In UA, everything revolved around 3rd party cookie IDs. This limitation meant that if a user switched devices, they appeared as a “new visitor.”

GA4 takes a different approach, using 1st party cookies, Google signals, device IDs, and predictive modelling. This allows for seamless tracking across devices, leading to more accurate analyses of ‘new vs. returning users.’

4. Unified tracking for apps and websites

Gone are the days of managing separate properties for app and website tracking. GA4 offers the ability to track both within the same account, offering deeper insights into the entire customer journey.

5. Customization revolution

UA had its customization limitations, but GA4 breaks those boundaries. Whether you prefer simplicity or complexity, GA4’s customization options are nearly limitless. Our dotters are more than happy to discuss your needs and customize the tracking accordingly..

6. Predictive Insights: looking to the future

While UA primarily focused on tracking past data, GA4 harnesses the power of machine learning to predict future user behavior. Imagine creating an audience of potential purchasers and actively targeting them in your ads – GA4 makes it possible.

Don’t forget: GA4 seamlessly integrates with Google Ads, presenting a significant opportunity we’re yet to fully exploit.

7. Session definitions: UA vs. GA4

In UA, a session begins when users visit a website and ends after 30 minutes of inactivity, at midnight, or with new UTM parameters. For instance, clicking through from google organic and then via email within 30 minutes would count as two sessions.

In GA4, a session starts with user activity and also ends after 30 minutes of inactivity. However, it does not reset at midnight, and new UTM parameters do not trigger a new session. This ensures a more continuous view of user interactions.

In conclusion, GA4 is not just an update; it’s a transformation of how we understand and utilize web analytics. It provides more comprehensive tracking, predictive insights, and greater flexibility. Embracing these differences will undoubtedly lead to more informed decisions and a deeper understanding of your digital audience. If you didn’t upgrade to GA4 yet? Our dotters are more than happy to guide you and unlock the future of analytics today!