Differences Between GA4 and UA Analytics: What You Need to Know

In the rapidly evolving world of digital analytics, understanding the key differences between Google Analytics 4 (GA4) and Universal Analytics (UA) is crucial for businesses seeking to maximize their online presence. While UA has long been the gold standard, GA4 represents a significant shift in approach and functionality.

Feature	Universal Analytics (UA)	Google Analytics 4 (GA4)
Data model	Session-based	Event-based
Hit types	Page hits, event hits, ecommerce hits, social interaction hits	All interactions are captured as events
Events	Category, action, and label	No category, action, and label
User metrics	Total users, new users, bounce rate, session duration, pages per session	Active users, Engaged users, New Users, bounce rate, session duration, pages per session
Goal types	Destination, duration, pages/session, smart goals, event goals	Conversion events
Reporting	Pre-defined reports	Customizable reports and analysis
Data retention	26 months	14 months (standard), 38 months (with Analytics 360)
Machine learning	Limited machine learning capabilities	Extensive machine learning capabilities
Cross-platform tracking	Separate properties for web and app	Single property for web and app
Future development	Will be sunset in July 2023	Actively developed and supported

Overall, GA4 is a more flexible and powerful platform than UA, with a number of advantages, including:

• A more comprehensive data model that can capture all types of interactions, regardless of platform or device.
• Extensive machine learning capabilities that can be used to generate insights and predictions.
• A single property for web and app tracking, which simplifies cross-platform analysis.
• Active development and support from Google.

If you are not already using GA4, I recommend setting up a property and starting to collect data as soon as possible. This will give you time to learn the new platform and ensure that you have a smooth transition to GA4 when UA is sunset in July 2023.