Universal Analytics vs Google Analytics 4

Updates on technology are always catered to enhance the experience of the user and deliver the best.

When looking forward to choosing the best and most updated tool that would give favorable results to the user, it becomes extremely important to take into account all options available before making a final choice.

Let’s talk about the two most trending tools offered by Google, and how the user is switching from one to the other, keeping into view the extent to which their purpose is being fulfilled. But before comparing the two, let’s have a quick look at what these two tools mainly are.

User Analytics is an impressive tool that gives people the opportunity to focus on a primary user metric called Total Users. It sets a new standard for how user data is collected and organized. Whereas, Google Analytics is an analytics service that enables you to measure traffic and engagement across your websites and apps.

Universal Analytics focuses on Total Users (shown as Users) in most reports, and GA4 focuses on Active Users (also shown as Users).

Now, let’s take a look into the key differences between Universal Analytics and Google Analytics 4 –

a) Changed Reporting Interface

In GA4, the reports are usually replaced or renamed under the heads – Engagement, Retention. etc.; on the other hand, Universal Analytics had a completely different reporting interface under 5 main categories- Realtime, Audience, Acquisition, Behavior, and Conversions.

b) New Data Management Model in GA4

A major variation between GA4 and Universal Analytics is the way they work while collecting and processing the website data. Universal Analytics uses a measurement model based on sessions and pageviews while GA4 uses an event-based model to track the data.

c) No Bounce Rate and New Reporting Metrics

Google Analytics 4 offers new metrics backed by new reports, no bounce rate gives a clear picture of the active users. Bounce rate refers to the number of users who left the site without interacting; while the same could be tracked in Universal Analytic’s Top Landing Pages Report.

d) Form Conversions

Forms provide great assistance to businesses and they help in getting in touch with new users who look forward to getting their queries resolved.
When it comes to form conversion tracking in Google Analytics 4, it requires custom code; in which the slightest of mistakes can make the entire process a mess. While in Universal Analytics, Monster Insights assists in tracking forms out of the box.

e) Impact of Events

Universal Analytics records different user interactions using goals; however, Google Analytics 4 replaces the goals with events.

f) Advanced Analysis

In Universal Analytics, one can easily create custom reports for old data and also uses secondary dimensions to uncover insights. GA4 takes it to an advanced level by its Exploration reports.

Overall, Google Analytics 4 is our next-generation measurement solution and it is replacing Universal Analytics. GA4 offers more varying and vivid tools that assist the business to have a better insight of the website traffic and how to plan a more effective strategy that will give better results in the coming years.