![]() Instead of focusing on sessions and page views, GA4 looks at events and parameters. “Events represent a fundamental data model difference between Universal Analytics and Google Analytics 4 properties” Google GA4 offers different metrics, levels of engagement and different data. Trying to see a like-for-like comparison simply won’t work. This is one of the biggest changes in GA4 and a key reason why GA4 can’t retain data from Universal Analytics – it sees events, sessions and hit types very differently. GA4 vs Universal Analytics The measurement model Now, if a user is on a page for more than 10 seconds and bounces, GA4 will incorporate this into ‘engaged sessions’ (instead of a traditional bounce). There’s been a slight change to how it calculates bounce rate. Whilst this only applies to websites with enormous amounts of monthly traffic, a big plus of GA4 is that the hit limit of 10 million hits per month has been removed. It can measure both app and web interactions, meaning it can include conversions from YouTube-engaged views in the app as well as on the web – making measuring the success of a campaign more effective. The platform lets you run campaigns that target specific audiences, delivering better experiences and more relevant offers on all devices. Google Analytics 4 offers better integration with Google Ads to help you maximise the performance of your PPC campaigns. Google states that GA4 is ‘privacy-centric by design’ so as the industry changes and more restrictions are put on things like cookies, GA4 helps to fill in those data gaps. This is fantastic for users who may not want their data shared, but it’s not so great for marketers (like yourself) who rely on this data to understand your target market. There’s no denying that we’ve moved towards greater protection over online data. GA4 is set up to work in the brave new world of data privacy. In some ways, GA4 is better than UA and definitely more powerful: Yes, Universal Analytics data that’s already been processed will be available until 21st July 2024. Get in touch to find out how we can help, whether you’re looking for Google Analytics 4 training or just help with your GA4 migration. Now that GA4 is fully switched over, we can help take the hassle out of migrating too. ![]() Whilst this did cause some panic at the time, it’s important to remember that we’ve been here before – and there was a time when Universal Analytics was the new kid on the block! It wouldn’t make sense for Google to keep both of these platforms running in parallel, so we were prepared for this to happen. However, new data will only flow into Google Analytics 4 properties”. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. “On July 1, 2023, standard Universal Analytics properties will no longer process data. Google have summed it up much better than we ever could so here’s the statement straight from the horse’s mouth: We may have known about GA4 for a few years now, but it wasn’t until March 2022 that the industry learned of Google’s plans to retire Universal Analytics completely. Google says that GA4 gives ‘customer-centric measurement’ (rather than measurement of separate devices or platforms, which doesn’t give you the whole picture). GA4 makes use of advances in machine learning to automatically provide you with insights and a clearer understanding of your customers across multiple devices (mobile, tablet, laptop, etc.) and platforms, including apps. ‘ Smarter insights to improve your marketing decisions and get better ROI.’ How does it work? GA4 is the latest version of Google Analytics, allowing you to measure your website/app’s user traffic and engagement for free. Google wanted to provide a more intelligent analytics experience, using machine learning, and putting marketing ROI front and centre. Google reacted to marketing surveys where respondents were saying that improving their use of analytics was their top priority. The demand for data security, and updates in data privacy for consumers, meant that Universal Analytics had become outdated. The pandemic (amongst other things) caused a significant shift in business going online, meaning insights into online consumer behaviour are more important than ever. Google gave the following 4 reasons behind launching a new Google Analytics: GA4 was then announced by Google back in October 2020. ![]() What are the main differences between GA4 and UA?īefore GA4 was GA4, it started off in a beta testing mode as an “App + Web” system released in 2019. Will Universal Analytics keep my historical data? Has GA4 replaced Universal Analytics (GA3)? To save you time, click on the question you want answered to find the relevant information in the blog. ![]() Find out everything you need to learn about GA4 – including new features, setup tips and how it compares to Universal Analytics.
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