Changes between Universal Analytics (UA) and Google Analytics 4 (GA4)
Posted: Sun Dec 15, 2024 9:01 am
Event-based data collection: While Google Analytics UA focused buy telegram number list on tracking page views and sessions, GA4 is built around tracking events. There are 4 types of events in GA4: automatically collected, enhanced measurement, recommended, and custom. The first two will be tracked automatically, while the last two need a custom setup.
Data Streams replaced views: Views are no longer used in Google Analytics 4. They are replaced by “Data Streams” in the GA4 account hierarchy. Additionally, Data Streams do not perform the same function that Views once did. Data streams can be analyzed individually or rolled up.
User Identification & Sessions: Universal Analytics (UA) used cookies to identify and track interactions at a user level. Google Analytics 4 (GA4) uses machine learning and device identification to build these relationships.
Sessions will not match UA: This is due to the way sessions are calculated. The closest match in GA4 is to count the session_start event.
Some metrics are different (or new!): Metrics like average session duration and bounce rate that we relied on in UA are either gone or significantly different in GA4. GA4 also added new engagement metrics, and sessions are calculated differently.
zations.
New Cohort and Lifetime Analysis: The cohort analysis tool helps marketers uncover user behavior patterns over time to determine what strategies work. Prediction models in Google Analytics 4 (GA4) give marketers visibility into how likely customers will convert or churn. Lifetime-based metrics will help marketers understand lifetime, initial, and most recent event values.
Goals in UA no longer exist: In GA4, you must now flag an event as a “conversion.” Additionally, automatic goals such as pages per session and session duration are no longer available.
Data Streams replaced views: Views are no longer used in Google Analytics 4. They are replaced by “Data Streams” in the GA4 account hierarchy. Additionally, Data Streams do not perform the same function that Views once did. Data streams can be analyzed individually or rolled up.
User Identification & Sessions: Universal Analytics (UA) used cookies to identify and track interactions at a user level. Google Analytics 4 (GA4) uses machine learning and device identification to build these relationships.
Sessions will not match UA: This is due to the way sessions are calculated. The closest match in GA4 is to count the session_start event.
Some metrics are different (or new!): Metrics like average session duration and bounce rate that we relied on in UA are either gone or significantly different in GA4. GA4 also added new engagement metrics, and sessions are calculated differently.
zations.
New Cohort and Lifetime Analysis: The cohort analysis tool helps marketers uncover user behavior patterns over time to determine what strategies work. Prediction models in Google Analytics 4 (GA4) give marketers visibility into how likely customers will convert or churn. Lifetime-based metrics will help marketers understand lifetime, initial, and most recent event values.
Goals in UA no longer exist: In GA4, you must now flag an event as a “conversion.” Additionally, automatic goals such as pages per session and session duration are no longer available.