Data Tools & Human Insight: GA4 vs UA

Google Analytics 4 (GA4) and Universal Analytics (UA) represent different approaches to web analytics, reflecting shifts in how data is collected, processed, and utilized. Here are the key differences between GA4 and Universal Analytics:

1. Data Collection and Structure

• Event-Based Model:
  

• GA4: Uses an event-based data model where every interaction is recorded as an event. This provides more flexibility and granularity in tracking user behavior.

• UA: Uses a session-based model, where interactions are grouped into sessions, and events are just one of many hit types.

2. User Tracking and Privacy

• User-Centric Tracking:
  

• GA4: Focuses on user-centric measurement with enhanced cross-device tracking, utilizing machine learning to fill in data gaps due to privacy regulations and cookie restrictions.

• UA: Relies heavily on cookies for tracking, which can be less effective with increasing privacy measures and cookie restrictions.

3. Reporting Interface and Capabilities

• Reporting and Analysis:
  

• GA4: Features a more streamlined and customizable reporting interface with an emphasis on explorations and user journey analysis. Enhanced analysis tools like funnels, path analysis, and segment overlap are built-in.

• UA: Has a more rigid reporting structure with pre-defined reports, making it less flexible for custom analysis.

4. Machine Learning and Insights

• Built-In Machine Learning:
  

• GA4: Leverages machine learning to provide predictive metrics and insights automatically, such as churn probability and potential revenue.

• UA: Machine learning insights are limited and often require additional configuration or integration with other tools.

5. Event Tracking Setup

• Event Configuration:
  

• GA4: Allows for more intuitive and flexible event tracking with a simpler setup process. Events can be configured directly in the UI without needing to modify site code.

• UA: Event tracking setup is more complex, often requiring custom code to be added to the website.

6. Integration with Google Ecosystem

• Enhanced Integrations:
  

• GA4: Improved integration with Google Ads and other Google products, providing a more seamless experience and better cross-platform analysis.

• UA: Integrations are available but may require more configuration and can be less comprehensive.

7. Cross-Platform Tracking

• Unified Tracking:
  

• GA4: Designed for cross-platform tracking, making it easier to analyze user journeys across web and app platforms in a single property.

• UA: Primarily focused on web tracking, with separate properties needed for app tracking.

8. Data Retention and Privacy Controls

• Data Control:
  

• GA4: Offers more granular data control and retention settings, allowing for better compliance with data privacy regulations like GDPR and CCPA.

• UA: Data retention and privacy controls are less granular and flexible compared to GA4.

9. Goals and Conversions

• Conversion Tracking:
  

• GA4: Uses the concept of "events" for conversion tracking, allowing any event to be marked as a conversion.

• UA: Uses "goals" for conversion tracking, with more rigid configuration options.

10. User Interface and Experience

• User Interface:
  

• GA4: Modernized user interface with an emphasis on customizability and ease of use.

• UA: Traditional user interface that may feel outdated in comparison.

Summary

GA4 is designed to offer more flexibility, deeper insights, and better alignment with the evolving digital landscape, especially with the increasing importance of user privacy and cross-platform behavior. Universal Analytics, while still widely used, represents an older paradigm of web analytics that may not fully address current and future analytical needs.