Differences between Universal Analytics and Google Analytics 4
Google introduced Google Analytics 4 (GA4) several years ago, and in July 2023, it will be the only version of Google Analytics that is available.
This means that features in Universal Analytics, the current model of Google Analytics, will no longer be available.
But don’t worry!
This post will highlight the differences between the two versions and provide a few tips for making the switch from Universal Analytics to Google Analytics 4.
And if you have more questions, contact our expect web design team at Creative Coco’Nuts. We’ll help you seamlessly transition to Google Analytics 4.
Differences between Universal Analytics and GA4
Data collection
Universal Analytics and GA4 use different data gathering models.
With Universal Analytics, data is collected about sessions and pageviews. A session is an interaction a user has with your site, including viewing pages, social media interactions, and buying products from your eCommerce site. More complex user interactions are tracked through “events” and these events include interactions like form submission on your website, the number of times your videos are viewed, and how many external clicks your website receives.
In GA4, data is processed solely on events and parameters. With the new model of Google Analytics, any interaction a user has with your site can be categorized as an “event,” and tracked accordingly. For example, any of the interactions in Universal Analytics (pageviews, form submission, etc.) are an event in GA4.
In Universal Analytics, every event had three elements: Category, Action, and Label. Every event also had its own hit type.
But with GA4, the event doesn’t have a Category, Action, or Label. There are also no different hit types. Every hit is an event. Events can also contain specific parameters.
Moving away from cookies
Universal Analytics uses cookies to obtain information about users, but this way of measuring information is becoming obsolete, according to Google. GA4 presents reports that have user-centric measurements, and it doesn’t rely exclusively on cookies to deliver this information.
No more hit limits
The free version of Universal Analytics would only track up to 10 million hits every month. With GA4, this limit is removed. GA4 does have a limit of 500 different types of hits, but any number of hits can be tracked within those 500 hit types.
Switching from Universal Analytics to GA4
Because Universal Analytics and GA4 use completely different measurement frameworks, it can be a complicated process to switch from Universal Analytics to GA4. It’s a good idea to start thinking about this transition early.
Here are a few steps to keep in mind when you’re making the transition.
Step 1: Know what you’re tracking in Universal Analytics
Before you can switch to GA4, you need to be aware of what information you’re currently tracking.
Make a list of the metrics you currently track, especially the metrics that can influence your key performance indicators.
Also keep track of other systems that are connected to your Universal Analytics account, like Google Ads.
This is a great time to revaluate your business goals and make a few new goals as well.
Step 2: Set up your GA4 account
Follow the instructions that Google provides on setting up a GA4 profile. Then you can connect your other accounts, like Google Ads and Google Search Console.
Step 3: Transfer your information
Once your profile is set up, you can begin transferring your information, like goal metrics, to GA4. Some categories have different names under GA4, so you might have to do a little research to find the right section.
In other cases, you might need to create a brand-new functionality to be able to retain all the customizations you had in Universal Analytics. Our web design team at Creative Coco’Nuts can design new functionalities to work in GA4.
Step 4: Compare your data from Universal Analytics and GA4
While Universal Analytics is still operational, it’s a good idea to run both programs at the same time and see how the collected data compares. This will give you a chance to see what gaps you need to fill in GA4.
There will be differences in the data collected in Universal Analytics and GA4, but it’s important to be aware of these differences to see if there’s an explanation for them, or if something is wrong.
Make sure to wait about a month for GA4 to be operational before you start comparing data.
These are just a few tips to get started with GA4. If you have any questions, contact our web analytics team at Creative Coco’Nuts!
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