10 Key Differences between Google Analytics and Google Analytics 4

Google Analytics is an essential tool for data analysis and decision-making in digital marketing. However, with the release of Google Analytics 4 (GA4), many users are wondering about the differences between this new version and Universal Analytics (UA).

In this article, we will show you the 11 key differences that you should know to make the most out of your marketing strategies. And so that you don’t fear the new version too much.

Differences between Google Analytics and Google Analytics 4

1. Data Collection:

UA: Universal Analytics uses cookies to track user visits to your website.
Example: When a user visits your site, UA creates a cookie to identify them and track their interactions on different pages.
GA4: Google Analytics 4 tracks user interactions through events and parameters, without relying solely on cookies.
Example: GA4 records a “page_view” event when a user visits a page, without depending on a cookie to track their activity.

2. Properties and Views:

UA: Universal Analytics organizes data into properties and views to segment and filter information.
Example: In UA, you can create a view to filter traffic from a specific geographical region and analyze how those visitors behave.
GA4: Google Analytics 4 uses user properties and events in blocks, simplifying data organization.
Example: In GA4, you can add parameters to specific events to analyze how users from a geographical region behave without the need to create separate views.

3. Events and Conversions:

UA: Universal Analytics tracks events and sets conversion goals separately.
Example: In UA, you can track an event like “PDF download” and set a conversion goal for “newsletter subscription”.
GA4: Google Analytics 4 combines events and conversions into a single event system.
Example: In GA4, you can mark the “PDF download” event as a conversion, eliminating the need to configure separate conversion goals.

4. Conversion Attribution:

UA: Universal Analytics uses predefined attribution models.
Example: UA uses a last-click attribution model, where the last traffic source before a conversion is taken into account.
GA4: Google Analytics 4 allows you to configure custom attribution models.
Example: In GA4, you can create a linear position attribution model that evenly distributes conversion credit among all traffic sources involved.

5. E-commerce:

UA: Universal Analytics has basic e-commerce functionality.
Example: UA can track sales and transactions but does not offer detailed analysis of customer behavior in the purchasing process.
GA4: Google Analytics 4 includes specific and enhanced services for e-commerce.
Example: GA4 provides more detailed analysis of customer behavior during the purchasing process, such as product views, cart abandonment, and completed conversions.

6. Configuration and Migration:

UA: Universal Analytics requires a configuration based on page views to ensure proper tracking.
Example: To configure UA, you need to include a tracking code on each page of your website to track page views and keep the code up to date in case of changes to the site structure.
GA4: Google Analytics 4 requires configuring event tracking on your website and simplifies web maintenance compared to UA.
Example: To configure GA4, you need to include a tracking code that records specific events instead of simple page views, allowing for greater flexibility and less need for web maintenance in case of changes to the site structure.

7. Client ID and User ID:

UA: Universal Analytics uses two different identifiers: Client ID and User ID.
Example: UA creates a Client ID to identify a user on a specific device and a User ID to identify the same user across different devices.
GA4: Google Analytics 4 combines both identifiers into a single one.
Example: GA4 uses a single identifier to recognize a user across different devices, simplifying cross-device tracking.

8. Page Views and Screen Views:

UA: Universal Analytics differentiates between page views and screen views.
Example: UA tracks page views on websites and screen views on mobile applications as separate interactions.
GA4: Google Analytics 4 unifies these concepts in its event system.
Example: GA4 records events such as “page_view” and “screen_view” to track interactions similar to page views and screen views in Universal Analytics.

9. Custom Dimensions and Metrics:

UA: Universal Analytics does not allow the creation of custom dimensions and metrics.
Example: In UA, you cannot track the type of device used by your visitors.
GA4: Google Analytics 4 offers the ability to create custom dimensions and metrics.
Example: In GA4, you can create a dimension to track the type of device and analyze how it influences user behavior.

10. Cost:

UA: Universal Analytics is free for most users, with a paid version called Google Analytics 360 for larger companies. And it must be said that it is quite expensive.
Example: A small business can use Universal Analytics for free, but a larger company may need additional functionalities.
GA4: Google Analytics 4 is also free for most users and also has Google Analytics 360.
Example: Just like in UA, a small business can use GA4 for free, while a larger company will require more extensive and professional features.

11. Visits also change, right?

Yes, visits also experience changes between Universal Analytics and Google Analytics 4.
In Universal Analytics, user interactions are primarily tracked through “page views”, which record each time a user loads a web page in their browser. There are also “screen views” to track interactions in mobile applications.

In contrast, Google Analytics 4 adopts an event-based approach to measure user interactions on the website and mobile applications. Instead of focusing on page views or screen views, GA4 records events like “page_view” and “screen_view”, which represent interactions similar to those mentioned in Universal Analytics. This event-based approach provides greater adaptability to track and analyze user behavior.

Google Analytics 4 offers a range of enhancements and additional functionalities compared to Universal Analytics. While migrating to and adapting to the new platform may require some time and effort, the advantages offered by GA4 in terms of flexibility, accuracy, and customization of data analysis make the switch worthwhile.

Summary Table of Differences between Google Analytics 3 and Google Analytics 4

Modulards, Google Analytics, and Web Maintenance

In addition to understanding the differences between Google Analytics 3 and Google Analytics 4, it is essential to have a good web maintenance service to ensure the proper functioning of your website and make the most out of the metrics these tools provide.
Proper web maintenance allows you to identify and solve performance issues, ensure the security of your site, and improve the user experience. These factors are crucial for the success of any website and can directly impact the data collected and analyzed by Google Analytics.

If you are involved in web design and development, you may be interested in knowing how to set an appropriate price for your maintenance services or simply knowing the cost of maintaining your website. We invite you to read our article on how to price your web maintenance services to get useful tips on how to approach this topic and understand the cost of maintaining a healthy website.

Answering Other GA4 Questions

How to migrate from Universal Analytics to Google Analytics 4?

To migrate from Universal Analytics to GA4, you need to create a new GA4 property in your Google Analytics account and configure event tracking on your website following the guidelines and resources provided by Google. You can also use third-party tools to facilitate the migration process.

Why migrate to Google Analytics 4?

Migrating to GA4 allows you to take advantage of the new features and improvements in data analysis, offering greater flexibility, accuracy, and customization in your digital marketing strategies.

How to know if it is Google Analytics 4?

To know if you are using Google Analytics 4, log in to your Google Analytics account and check the property type in the list of available properties. GA4 properties are identified with the label “GA4” next to the property name.

What is the difference between conversion funnels in Universal Analytics and Google Analytics 4?

In Universal Analytics, conversion funnels are based on predefined goals and page sequences, while in GA4, conversion funnels are created from custom events and parameters. This allows for greater flexibility and adaptability in setting up and analyzing conversion funnels in GA4.

What attribution model does Google Analytics 4 use by default?

Google Analytics 4 uses the “last-click” attribution model by default to assign credit to conversions. However, GA4 also allows configuring custom attribution models, allowing you to tailor conversion analysis to your specific needs.

How much does Google Analytics 4 cost?

Google Analytics 4 is free for most users. However, there is a paid version called Google Analytics 360 that offers additional functionalities and premium support for larger companies.