UA (GA3) VS GA4 – What’s the difference?
Google Analytics 4 (GA4) and Universal Analytics (UA) are two different versions of Google Analytics, a popular web analytics service offered by Google to help website owners track and analyze their website traffic. While both versions serve the same overall purpose, there are key differences between them:
- Data Model:
UA uses a session-based data model, where interactions (pageviews, events, etc.) are organized into user sessions. This model is well-suited for websites but has limitations when it comes to handling multi-device and multi-platform interactions.
GA4, on the other hand, uses an event-based data model, which focuses on individual user interactions (events) rather than sessions. This makes GA4 more flexible and better suited for tracking user behavior across multiple devices and platforms.
- User Interface:
The user interface in GA4 has been redesigned and streamlined compared to UA. GA4 offers a more user-friendly and customizable interface with advanced data visualization options, making it easier for users to analyze and understand their data.
- Tracking Code:
UA uses the analytics.js or gtag.js tracking code, while GA4 uses the newer gtag.js tracking code. The gtag.js code is more flexible and allows for easier integration with other Google products, such as Google Ads and Google Tag Manager.
- Custom Events:
In UA, custom events are limited and require specific setup and configuration. GA4, however, offers a more flexible approach to event tracking, making it easier for users to track and understand various user interactions.
- Enhanced Measurement:
GA4 comes with built-in Enhanced Measurement features that automatically track common user interactions, such as clicks on external links, file downloads, and video engagement. This reduces the need for manual event tracking setup, which is required in UA.
- Cross-platform tracking:
GA4 is designed to track user behavior across multiple platforms, such as websites and mobile apps, within the same property. This feature was not available in UA, where you needed separate properties for web and app tracking.
- Reporting:
GA4’s reporting structure is more flexible than UA’s. GA4 offers customisable reports with more advanced data analysis and visualisation options. In addition, GA4’s Analysis Hub includes advanced techniques like funnel analysis, path analysis, and cohort analysis, which were not available in UA.
- Audience Building:
GA4 offers improved audience building and segmentation capabilities compared to UA. This allows for more precise targeting and personalization, which can help improve marketing strategies.
In summary, GA4 is a more advanced and flexible analytics platform than Universal Analytics. While both versions serve the same purpose of tracking and analysing website traffic, GA4 provides a more comprehensive and user-friendly approach to data analysis, making it the preferred choice for many website owners. However, it’s essential to consider the specific needs of your website or app before choosing between GA4 and Universal Analytics.