As the world of digital marketing evolves, so do the tools we use to measure our success. Google Analytics is one of the most popular web analytics tools available, but there are two different versions: GA4 and Universal Analytics. So, what’s the difference? And which one should you use?
GA4 is the newest version of Google Analytics, and it’s still in beta. Universal Analytics is the older version, but it’s the one most people are using right now. GA4 has some advantages over Universal Analytics, but it also has some disadvantages. Let’s take a look at these aspects, so you know what to look forward to in the future.
GA4 Explained
Google Analytics 4 (GA4) is a new version of Google Analytics that was released in October 2020. GA4 is a complete rewrite of Universal Analytics (UA) and introduces a number of changes and new features. GA4 is designed to be significantly more flexible and extensible than UA and is poised to replace it when UA is officially decommissioned in 2023.
The most significant changes in GA4 are:
1. Focus on Event-Based Data Collection: GA4 is designed to be more flexible and extensible than UA, with a focus on event-based data collection. This means that you can define your own events and collect data about those events without having to use the traditional pageview-based data model.
2. New Data Model: GA4 uses a new data model that is based on events instead of page views. This new data model is more flexible and scalable and will allow you to collect more accurate and granular data about your users’ interactions with your website or app.
3. Built-in Machine Learning: GA4 includes built-in machine learning capabilities, which will allow you to automatically segment your users and identify trends and patterns in your data.
4. Cookie-Less Tracking: GA4 is designed to be adaptable to a future in which cookie-based tracking is not relied upon. Part of Google’s vision is to adapt to a future where cookies are no longer used. Instead, GA4 utilises machine learning and artificial intelligence to fill in the gaps and provide you with the complete picture.
Universal Analytics Explained
Universal Analytics is the latest version of Google Analytics. It was released in late 2014, and it is a complete rewrite of the original Google Analytics code. Universal Analytics is designed to collect more accurate data while providing more flexibility in how that data can be used.
Universal Analytics uses a single tracking code to collect data from multiple devices, including desktop computers, laptops, smartphones, and tablets. This data is then processed and stored in the Google Analytics servers.
Some of the most important features of Universal Analytics include:
1. User ID Tracking: Universal Analytics can track users across multiple devices using a single ID. This makes it easier to understand how people use your website, and it helps you to track conversions more accurately.
2. Cross-Domain Tracking: Universal Analytics can track users across multiple domains, making it easier to track users as they move between your website and your mobile app.
3. Custom Dimensions and Metrics: Universal Analytics allows you to collect and analyse data that is specific to your business. This data can be used to segment your users and to understand how they interact with your website.
4. Enhanced eCommerce: Universal Analytics includes enhanced eCommerce features, which make it easier to track users as they move through
The Bottom Line – GA4 Is the Future of Google Analytics
GA4 is still in its early stages, but it looks to be a worthy successor to Universal Analytics. While GA4 comes across as a complete overhaul, Google seems to be pushing for it to eventually become the only analytics platform on Google in a few years.
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