Google Analytics 4 vs Google Analytics Universal: 8 Major Differences
“Universal Analytics and Google Analytics 4 don’t collect exactly the same data.” – Google
01 Predictive Audiences
A major distinction between Google Universal Analytics (GAU or UA) and Google Analytics 4 (GA4) is the inclusion of predictive audiences in GA4, which is not available in GUA.
When deciding on which audience to spend your marketing budget, predictive audiences can be useful. Should you target individuals who have already made a purchase or those who are more likely to do so within the next 7 days?
When Analytics generates predictive metrics for your property, you have the option to utilize them when building your own audiences.?For instance, you can include users from San Francisco who are highly likely to make a purchase within the next 7 days.
02 Enhanced Cross-Platform and Cross-Device Tracking
GA4 provides enhanced tracking capabilities that allow you to?gain a deeper understanding of user behavior across various platforms and devices. With the ability to measure website and mobile app engagement, as well as offline interactions, GA4 offers a comprehensive view of user engagement. This level of insight allows for more accurate analyses and better-informed decision-making.
03 Privacy-Centric Approach
GA4 is designed to align with the latest data privacy regulations, taking a privacy-centric approach. It offers advanced?consent management and data retention controls to help businesses comply with GDPR and CCPA requirements. This emphasis on privacy and compliance enables companies to operate confidently while maintaining customer trust.?To read the full list, click here for the blog post.
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