Important Differences Between UA and GA4 Metrics: What You Should Know

Understanding the distinction between Universal Analytics (UA) and Google Analytics 4 (GA4) metrics is crucial for marketers, businesses, and website owners in the rapidly evolving realm of digital analytics. UA and GA4 are both useful tools for tracking user behavior and website performance, but they use distinct techniques and offer different features. We hope to shed light on the key distinctions between UA and GA4 metrics so that you may select which analytics platform best meets your needs.

The significant variations between UA and GA4 may make comparing conversion counts problematic.

There are three major reasons for disagreement:

• The differences between UA and GA4 are associated: The data model for GA4 properties is distinct from that of UA properties. GA4, for example, gathers events whereas UA collects hits. GA4 also incorporates AI-powered solutions to allow new privacy-preserving technologies such as behavioural and conversion modelling. These technologies offer significant performance benefits while maintaining user privacy, however they are not available in UA properties.
• variations in setup: Conversion differences can be caused by variances in site coverage for UA vs. GA4 tags, tag firing scenarios, and ecommerce schemas.

• Setting discrepancies: Several UA, GA4, and Google Ads parameters might cause conversion differences. Conversion count, filters, URL parameter exclusions, and more examples are available.

We’ll review the most common reasons for conversion disparities between UA and GA4, concentrating on those caused by product/setup/setting differences in Google Analytics.

How is GA4 different from Universal Analytics?

Because GA4 is a new platform, it contains additional features that Universal Analytics does not. So, how is Universal Analytics different from GA4? Have a closer look at them below.

Event-Based Tracking

The primary distinction between Universal Analytics (UA) and GA4 is the way data is collected and processed. Page views are the primary means by which Universal Analytics records user interactions. This method has been effective, although it has occasionally resulted in data gaps owing to its inability to account for other user behaviors, such as video views and clicks.

In contrast, GA4 treats each user interaction as an event, allowing for more data analysis and evaluation options when using the reporting tools. These events are monitored separately from sessions and may be enabled or disabled at any time. Universal Analytics, on the other hand, relies on page views as its major tracking method.

One of the most notable improvements to GA4's analytics system is the simplicity with which mobile app data can be collected alongside traditional website monitoring.

While this was achievable with Universal Analytics, it necessitated the construction of a separate Property. GA4 allows you to track everything on one platform. As a result, website owners have a far more extensive understanding of how visitors interact with their site.

Cookies And IP-less Tracking

Google has made significant efforts to ensure that GA4 is as privacy-friendly as possible. It is possible to collect data on GA4 without using third-party cookies or IP addresses.

Instead, Google employs first-party cookies and AI to fill in data gaps. This guarantees that the platform complies with major privacy laws including the GDPR and the California Consumer Privacy Act.

Machine learning

The use of machine learning is one of Google Analytics 4's most popular features. Machine learning in GA4 can help predict what actions a certain user will perform in the future.

GA4 allows you to track three prediction metrics:

• Purchase Probability: Purchase probability in GA4 predicts a user's likelihood of making a future purchase on your website, which aids in targeted marketing efforts for conversion improvement.
• Churn probability: Churn probability is a GA4 statistic that predicts the likelihood of users departing your platform, allowing enterprises to implement retention initiatives proactively.
• Predicted revenue in GA4 forecasts a user's potential monetary value in future transactions, which benefits in revenue-focused marketing and user segmentation.

Purchase probability assesses the chance of customers purchasing during the following seven days. Churn probability refers to the likelihood that a user will not be active in the next seven days. Anticipated revenue forecasts how much a user will earn over the following 28 days.

Better Product Integration:

GA4 integrates seamlessly with other Google products, including Google Ads, Google Merchant Centre, and BigQuery.

Previously, anyone with a GA 360 account could only connect to BigQuery. This connection, however, is now free for GA4 customers and offers a multi-cloud, serverless data warehouse that you can use to keep your business current and adaptive to change.

GA4 enables you to target highly engaged or high-value audiences with a sponsored campaign in Google Ads. In addition, you can track your Google Ads campaigns using GA4's acquisitions report and incorporate analytics conversions into your Google Ads account.

Customizable Dashboards

Unlike Universal Analytics, which does not allow users to customize report pages, GA4 will enable users to rearrange data cards by clicking the customize report button.

Better Search With The GA4 Search Bar

In Universal Analytics, you might look for items like reports and insights. Typing “conversions” into the search field, for example, would provide the most relevant conversion reports and the conversion insight tab.

However, this pales in comparison to GA4’s user-friendly search engine. You may view recent searches you’ve done by clicking in the search box. Begin typing a query, and Google will propose answers. You may look for queries that compare data ranges, such as how traffic compares between periods.

What exactly Does GA4 Have in Common with Universal Analytics?

The following are some commonalities between the two platforms.

Understanding the distinction between Universal Analytics (UA) and Google Analytics 4 (GA4) metrics is crucial for marketers, businesses, and website owners in the rapidly evolving realm of digital analytics. UA and GA4 are both useful tools for tracking user behavior and website performance, but they use distinct techniques and offer different features. We hope to shed light on the key distinctions between UA and GA4 metrics so that you may select which analytics platform best meets your needs.

The significant variations between UA and GA4 may make comparing conversion counts problematic. There are three major reasons for disagreement:

• The differences between UA and GA4 are associated: The data model for GA4 properties is distinct from that of UA properties. GA4, for example, gathers events whereas UA collects hits. GA4 also incorporates AI-powered solutions to allow new privacy-preserving technologies such as behavioural and conversion modelling. These technologies offer significant performance benefits while maintaining user privacy, however they are not available in UA properties.
• variations in setup: Conversion differences can be caused by variances in site coverage for UA vs. GA4 tags, tag firing scenarios, and ecommerce schemas.
• Setting discrepancies: Several UA, GA4, and Google Ads parameters might cause conversion differences. Conversion count, filters, URL parameter exclusions, and more examples are available.

We’ll review the most common reasons for conversion disparities between UA and GA4, concentrating on those caused by product/setup/setting differences in Google Analytics.

How is GA4 different from Universal Analytics?

Because GA4 is a new platform, it contains additional features that Universal Analytics does not. So, how is Universal Analytics different from GA4? Have a closer look at them below.

Event-Based Tracking

The primary distinction between Universal Analytics (UA) and GA4 is the way data is collected and processed. Page views are the primary means by which Universal Analytics records user interactions. This method has been effective, although it has occasionally resulted in data gaps owing to its inability to account for other user behaviors, such as video views and clicks.

In contrast, GA4 treats each user interaction as an event, allowing for more data analysis and evaluation options when using the reporting tools. These events are monitored separately from sessions and may be enabled or disabled at any time. Universal Analytics, on the other hand, relies on page views as its major tracking method.

Mobile App and Website Tracking

One of the most notable improvements to GA4's analytics system is the simplicity with which mobile app data can be collected alongside traditional website monitoring.

While this was achievable with Universal Analytics, it necessitated the construction of a separate Property. GA4 allows you to track everything on one platform. As a result, website owners have a far more extensive understanding of how visitors interact with their site.

Cookies And IP-less Tracking

Google has made significant efforts to ensure that GA4 is as privacy-friendly as possible. It is possible to collect data on GA4 without using third-party cookies or IP addresses.

Instead, Google employs first-party cookies and AI to fill in data gaps. This guarantees that the platform complies with major privacy laws including the GDPR and the California Consumer Privacy Act.

Machine learning

The use of machine learning is one of Google Analytics 4's most popular features. Machine learning in GA4 can help predict what actions a certain user will perform in the future.

GA4 allows you to track three prediction metrics:

• Purchase Probability: Purchase probability in GA4 predicts a user's likelihood of making a future purchase on your website, which aids in targeted marketing efforts for conversion improvement.
• Churn probability: Churn probability is a GA4 statistic that predicts the likelihood of users departing your platform, allowing enterprises to implement retention initiatives proactively.
• Predicted revenue in GA4 forecasts a user's potential monetary value in future transactions, which benefits in revenue-focused marketing and user segmentation.

Purchase probability assesses the chance of customers purchasing during the following seven days. Churn probability refers to the likelihood that a user will not be active in the next seven days. Anticipated revenue forecasts how much a user will earn over the following 28 days.

Better Product Integration:

GA4 integrates seamlessly with other Google products, including Google Ads, Google Merchant Centre, and BigQuery.

Previously, anyone with a GA 360 account could only connect to BigQuery. This connection, however, is now free for GA4 customers and offers a multi-cloud, serverless data warehouse that you can use to keep your business current and adaptive to change.

GA4 enables you to target highly engaged or high-value audiences with a sponsored campaign in Google Ads. In addition, you can track your Google Ads campaigns using GA4's acquisitions report and incorporate analytics conversions into your Google Ads account.

Customizable Dashboards

Unlike Universal Analytics, which does not allow users to customize report pages, GA4 will enable users to rearrange data cards by clicking the customize report button.

Better Search With The GA4 Search Bar

In Universal Analytics, you might look for items like reports and insights. Typing “conversions” into the search field, for example, would provide the most relevant conversion reports and the conversion insight tab.

However, this pales in comparison to GA4’s user-friendly search engine. You may view recent searches you’ve done by clicking in the search box. Begin typing a query, and Google will propose answers. You may look for queries that compare data ranges, such as how traffic compares between periods.

What exactly Does GA4 Have in Common with Universal Analytics?

The following are some commonalities between the two platforms.

• Both platforms offer comparable data and reporting features.
• Universal Analytics measures may be done in GA4 with same results.
• GA4 features improved reporting tools, however Universal Analytics has the same capability buried in different tabs.

Pricing: Understanding the distinction between Universal Analytics (UA) and Google Analytics 4 (GA4) metrics is crucial for marketers, businesses, and website owners in the rapidly evolving realm of digital analytics. UA and GA4 are both useful tools for tracking user behavior and website performance, but they use distinct techniques and offer different features. We hope to shed light on the key distinctions between UA and GA4 metrics so that you may select which analytics platform best meets your needs.

The significant variations between UA and GA4 may make comparing conversion counts problematic. There are three major reasons for disagreement:

• The differences between UA and GA4 are associated with: The data model for GA4 properties is distinct from that of UA properties. GA4, for example, gathers events whereas UA collects hits. GA4 also incorporates AI-powered solutions to allow new privacy-preserving technologies such as behavioural and conversion modelling. These technologies offer significant performance benefits while maintaining user privacy, however they are not available in UA properties.
• variations in setup: Conversion differences can be caused by variances in site coverage for UA vs. GA4 tags, tag firing scenarios, and e-commerce schemas.

• Setting discrepancies: Several UA, GA4, and Google Ads parameters might cause conversion differences. Conversion count, filters, URL parameter exclusions, and more examples are available.

We’ll review the most common reasons for conversion disparities between UA and GA4, concentrating on those caused by product/setup/setting differences in Google Analytics.

How is GA4 different from Universal Analytics?

Because GA4 is a new platform, it contains additional features that Universal Analytics does not. So, how is Universal Analytics different from GA4? Have a closer look at them below.

Event-Based Tracking

The primary distinction between Universal Analytics (UA) and GA4 is the way data is collected and processed. Page views are the primary means by which Universal Analytics records user interactions. This method has been effective, although it has occasionally resulted in data gaps owing to its inability to account for other user behaviours, such as video views and clicks.

In contrast, GA4 treats each user interaction as an event, allowing for more data analysis and evaluation options when using the reporting tools. These events are monitored separately from sessions and may be enabled or disabled at any time. Universal Analytics, on the other hand, relies on page views as its major tracking method.

One of the most notable improvements to GA4's analytics system is the simplicity with which mobile app data can be collected alongside traditional website monitoring.

While this was achievable with Universal Analytics, it necessitated the construction of a separate Property. GA4 allows you to track everything on one platform. As a result, website owners have a far more extensive understanding of how visitors interact with their site.

Cookies And IP-less Tracking

Google has made significant efforts to ensure that GA4 is as privacy-friendly as possible. It is possible to collect data on GA4 without using third-party cookies or IP addresses.

Instead, Google employs first-party cookies and AI to fill in data gaps. This guarantees that the platform complies with major privacy laws including the GDPR and the California Consumer Privacy Act.

Machine learning

The use of machine learning is one of Google Analytics 4's most popular features. Machine learning in GA4 can help predict what actions a certain user will perform in the future.

GA4 allows you to track three prediction metrics:

• Purchase Probability: Purchase probability in GA4 predicts a user's likelihood of making a future purchase on your website, which aids in targeted marketing efforts for conversion improvement.
• Churn probability: Churn probability is a GA4 statistic that predicts the likelihood of users departing your platform, allowing enterprises to implement retention initiatives proactively.

• Predicted revenue in GA4 forecasts a user's potential monetary value in future transactions, which benefits in revenue-focused marketing and user segmentation.

Purchase probability assesses the chance of customers purchasing during the following seven days. Churn probability refers to the likelihood that a user will not be active in the next seven days. Anticipated revenue forecasts how much a user will earn over the following 28 days.

Better Product Integration:

GA4 integrates seamlessly with other Google products, including Google Ads, Google Merchant Centre, and BigQuery.

Previously, anyone with a GA 360 account could only connect to BigQuery. This connection, however, is now free for GA4 customers and offers a multi-cloud, serverless data warehouse that you can use to keep your business current and adaptive to change.

GA4 enables you to target highly engaged or high-value audiences with a sponsored campaign in Google Ads. In addition, you can track your Google Ads campaigns using GA4's acquisitions report and incorporate analytics conversions into your Google Ads account.

Customizable Dashboards

Unlike Universal Analytics, which does not allow users to customize report pages, GA4 will enable users to rearrange data cards by clicking the customize report button.

Better Search With The GA4 Search Bar

In Universal Analytics, you might look for items like reports and insights. Typing “conversions” into the search field, for example, would provide the most relevant conversion reports and the conversion insight tab.

However, this pales in comparison to GA4’s user-friendly search engine. You may view recent searches you’ve done by clicking in the search box. Begin typing a query, and Google will propose answers. You may look for queries that compare data ranges, such as how traffic compares between periods.

What exactly Does GA4 Have in Common with Universal Analytics?

The following are some commonalities between the two platforms.

Data and Reporting Functions:

• Both platforms offer comparable data and reporting features.
• Universal Analytics measures may be done in GA4 with same results.
• GA4 features improved reporting tools, however Universal Analytics has the same capability buried in different tabs.

Pricing:

• GA4 and Universal Analytics are both free, making them cost-effective for users.

Interface:

• GA4’s user interface is similar to that of Universal Analytics.
• Users who are familiar with Universal Analytics will find GA4 to be quite simple to access and use.
• While certain elements have been moved and certain functionalities have changed, the fundamental design and structure remain the same.

Conclusion

When we compare Universal Analytics (UA) to Google Analytics 4, we can observe that GA4 marks a significant step forward in digital analytics.

UA uses manual event tracking, but GA4 automates and streamlines the process using Enhanced Measurement. Furthermore, GA4 has an event-centric approach, allowing for more detailed monitoring, whereas UA concentrates on particular user behaviors.

UA's tracking methods mostly rely on cookies, which have limitations in cross-device monitoring. GA4, on the other hand, employs an event-based data structure, allowing for better cross-device monitoring.

The "Audiences" feature in GA4 offers more flexibility and segmentation options than UA's predefined segments and targets. Furthermore, GA4 enables for further customization of reports and dashboards, making it a more versatile tool for in-depth analysis.

In terms of data retention, GA4 has a default retention duration of 14 months, whereas UA has a retention period of 26 months. If necessary, both allow for extensions.

One important element of GA4 is its machine learning integration, which allows for predictive metrics like purchase likelihood, attrition probability, and predicted revenue. These expected insights provide enterprises with a forward-thinking perspective that UA does not have.

Finally, GA4 focuses a strong emphasis on user privacy and compliance. It has a consent mode and data deletion options to meet data privacy concerns.

In conclusion, GA4 delivers improved capabilities corresponding to the growing digital ecosystem, user expectations, and data protection requirements, while UA is a helpful analytics tool. Migrating to GA4 is a strategic step for organizations and marketers trying to remain ahead of the competition and leverage the power of data-driven decision-making in a changing environment.

• GA4 and Universal Analytics are both free, making them cost-effective for users.

Interface:

• GA4’s user interface is similar to that of Universal Analytics.
• Users who are familiar with Universal Analytics will find GA4 to be quite simple to access and use.
• While certain elements have been moved and certain functionalities have changed, the fundamental design and structure remain the same.

Conclusion

When we compare Universal Analytics (UA) to Google Analytics 4, we can observe that GA4 marks a significant step forward in digital analytics.

UA uses manual event tracking, but GA4 automates and streamlines the process using Enhanced Measurement. Furthermore, GA4 has an event-centric approach, allowing for more detailed monitoring, whereas UA concentrates on particular user behaviors.

UA's tracking methods mostly rely on cookies, which have limitations in cross-device monitoring. GA4, on the other hand, employs an event-based data structure, allowing for better cross-device monitoring.

The "Audiences" feature in GA4 offers more flexibility and segmentation options than UA's predefined segments and targets. Furthermore, GA4 enables for further customization of reports and dashboards, making it a more versatile tool for in-depth analysis.

In terms of data retention, GA4 has a default retention duration of 14 months, whereas UA has a retention period of 26 months. If necessary, both allow for extensions.

One important element of GA4 is its machine learning integration, which allows for predictive metrics like purchase likelihood, attrition probability, and predicted revenue. These expected insights provide enterprises with a forward-thinking perspective that UA does not have.

Finally, GA4 focuses a strong emphasis on user privacy and compliance. It has a consent mode and data deletion options to meet data privacy concerns.

In conclusion, GA4 delivers improved capabilities corresponding to the growing igital ecosystem, user expectations, and data protection requirements, while UA is a helpful analytics tool. Migrating to GA4 is a strategic step for organizations and marketers trying to remain ahead of the competition and leverage the power of data-driven decision-making in a changing environment.

• Both platforms offer comparable data and reporting features.
• Universal Analytics measures may be done in GA4 with same results.
• GA4 features improved reporting tools, however Universal Analytics has the same capability buried in different tabs.

Pricing:

• GA4 and Universal Analytics are both free, making them cost-effective for users.

Interface:

• GA4’s user interface is similar to that of Universal Analytics.
• Users who are familiar with Universal Analytics will find GA4 to be quite simple to access and use.
• While certain elements have been moved and certain functionalities have changed, the fundamental design and structure remain the same.

Conclusion

When we compare Universal Analytics (UA) to Google Analytics 4, we can observe that GA4 marks a significant step forward in digital analytics.

UA uses manual event tracking, but GA4 automates and streamlines the process using Enhanced Measurement. Furthermore, GA4 has an event-centric approach, allowing for more detailed monitoring, whereas UA concentrates on particular user behaviors.

UA's tracking methods mostly rely on cookies, which have limitations in cross-device monitoring. GA4, on the other hand, employs an event-based data structure, allowing for better cross-device monitoring.

The "Audiences" feature in GA4 offers more flexibility and segmentation options than UA's predefined segments and targets. Furthermore, GA4 enables for further customization of reports and dashboards, making it a more versatile tool for in-depth analysis.

In terms of data retention, GA4 has a default retention duration of 14 months, whereas UA has a retention period of 26 months. If necessary, both allow for extensions.

One important element of GA4 is its machine learning integration, which allows for predictive metrics like purchase likelihood, attrition probability, and predicted revenue. These expected insights provide enterprises with a forward-thinking perspective that UA does not have.

Finally, GA4 focuses a strong emphasis on user privacy and compliance. It has a consent mode and data deletion options to meet data privacy concerns.

.

In conclusion, GA4 delivers improved capabilities corresponding to the growing digital ecosystem, user expectations, and data protection requirements, while UA is a helpful analytics tool. Migrating to GA4 is a strategic step for organizations and marketers trying to remain ahead of the competition and leverage the power of data-driven decision-making in a changing environment.