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What Is The Difference Between GA4 And Universal Analytics

GA4 [Google Analytics 4] and Universal Analytics are both tools provided by Google for tracking and analysing website data. However, there are some key differences between the two that are important to understand.

You should also note that Google is retiring Universal Analytics in the summer of 2024. If you haven’t completed migration, finish setting up your GA4property before your connected Universal Analytics property is permanently deleted on 1 Jul 2024.

Out with Universal Analytics, in with GA4

Universal Analytics, also known as UA, was the standard analytics tool used by Google for many years. It tracked data using cookies and allows website owners to measure user interactions across their site. UA gave valuable insights into user behaviour, traffic sources, and conversion rates. It helped businesses make informed decisions about their online presence.

GA4 is the next generation of Google Analytics, designed to provide a more holistic view of user interactions across multiple platforms and devices. GA4 uses an event-based model to track user actions, allowing for more detailed and flexible data collection. This new approach enables businesses to better understand user behaviour to optimise their marketing strategies.

GA4 and Universal Analytics handle data collection and reporting differently. GA4 offers more advanced tracking capabilities, such as enhanced measurement features and machine learning insights. This makes it a more powerful tool for businesses looking to delve deeper into their data.

Additionally, GA4 is designed to be more privacy-centric, with features that help businesses comply with regulations such as GDPR and CCPA. It’s also got a more intuitive user interface than Universal Analytics.

While Universal Analytics has been a reliable tool, GA4 represents a more advanced and privacy-focused solution. This emphasis on data privacy is crucial in today’s digital landscape, where consumers are increasingly concerned about how their information is being used.

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