Comparing GA4 and Universal Analytics: Which Is Right for Your Business?

Web analytics is a crucial aspect of running a successful online business. It provides valuable insights into user behaviour, allows you to track key metrics, and helps you make data-driven decisions. When it comes to web analytics, two popular options are GA4 and Universal Analytics. In this article, we will compare these two platforms and help you determine which one is right for your business.

Understanding the Basics of Web Analytics

Before diving into the details of GA4 and Universal Analytics, let’s take a moment to understand the basics of web analytics. At its core, web analytics is the collection, measurement, and analysis of data related to website usage. This includes information about page views, user interactions, traffic sources, and more. By analysing this data, businesses can gain valuable insights into user behaviour, identify areas for improvement, and optimise their websites for success.

Web analytics is a crucial component of any digital marketing strategy. It allows businesses to track the effectiveness of their online campaigns, understand how users are finding and interacting with their websites, and make data-driven decisions to improve their online presence.

One of the key benefits of web analytics is the ability to measure and track key performance indicators (KPIs). KPIs are specific metrics that help businesses evaluate the success of their online efforts. These can include metrics such as conversion rates, bounce rates, average session duration, and more. By monitoring these KPIs, businesses can identify trends, set benchmarks, and measure the impact of their marketing initiatives.

What is GA4?

GA4, also known as Google Analytics 4, is the next generation of web analytics from Google. It is designed to provide businesses with a more comprehensive and flexible approach to data analysis. GA4 offers enhanced data tracking, cross-platform measurement, and machine learning capabilities. It provides a unified view of user interactions across websites, apps, and other digital platforms, allowing businesses to gain deeper insights into customer behaviour.

With GA4, businesses can track user interactions across multiple touch points, including websites, mobile apps, and offline channels. This allows for a more holistic understanding of the customer journey and enables businesses to optimise their marketing efforts accordingly. GA4 also leverages machine learning algorithms to provide predictive insights and recommendations, helping businesses make data-driven decisions.

In addition to its advanced tracking and analysis capabilities, GA4 also offers a simplified implementation process. It uses a new event-based data model, which allows businesses to track custom events and actions without the need for complex code modifications. This makes it easier for businesses to collect and analyse the data that is most relevant to their specific goals and objectives.

What is Universal Analytics?

Universal Analytics, on the other hand, is the traditional version of Google Analytics. It has been widely used by businesses for years and offers robust tracking and reporting capabilities. Universal Analytics provides businesses with valuable data on website traffic, user demographics, and conversion rates. It offers a range of features, including customisable reports, goal tracking, and attribution modeling.

One of the key features of Universal Analytics is its ability to track user behaviour across different devices and sessions. This allows businesses to understand how users interact with their websites over time and across multiple touch points. Universal Analytics also offers advanced segmentation capabilities, which enable businesses to analyse specific subsets of their audience and gain deeper insights into their behaviour.

Another important feature of Universal Analytics is its integration with other Google marketing tools. Businesses can link their Google Ads and Google Search Console accounts to their Universal Analytics property, allowing for a more comprehensive view of their online marketing efforts. This integration enables businesses to track the performance of their paid campaigns, identify keywords that drive the most traffic, and optimise their advertising spend.

In conclusion, both GA4 and Universal Analytics offer powerful tools for businesses to analyse and optimise their online presence. GA4 provides a more comprehensive and flexible approach to data analysis, with advanced tracking and machine learning capabilities. Universal Analytics, on the other hand, offers robust tracking and reporting features, along with integration with other Google marketing tools. Ultimately, the choice between GA4 and Universal Analytics depends on the specific needs and goals of each business.

Key Features of GA4 and Universal Analytics

Now that we have a basic understanding of web analytics and the two platforms, let’s explore some of the key features of GA4 and Universal Analytics.

Data Collection and Processing in GA4

GA4 takes a different approach to data collection compared to Universal Analytics. It uses an event-based model that allows businesses to collect more granular data on user interactions. This includes events such as page views, button clicks, video plays, and more. GA4 also offers advanced tracking capabilities for mobile apps, allowing businesses to gather data on in-app events and user behaviour.

Data Collection and Processing in Universal Analytics

In contrast, Universal Analytics follows a session-based model for data collection. It tracks user interactions within a specific session and provides aggregated data on metrics such as page views, unique visitors, and bounce rate. Universal Analytics uses cookies to track user behaviour across different sessions and devices.

The Differences Between GA4 and Universal Analytics

While both GA4 and Universal Analytics offer powerful web analytics capabilities, there are some key differences between the two platforms that you should be aware of.

User Interface Differences

One noticeable difference between GA4 and Universal Analytics is the user interface. GA4 features a more modern and user-friendly interface, with simplified navigation and intuitive reporting. Universal Analytics, on the other hand, has a slightly more complex interface, especially for users who are new to web analytics.

Data Reporting Differences

Another difference lies in the way data is reported in GA4 and Universal Analytics. GA4 provides more flexible and customisable reporting options, allowing businesses to create tailored reports based on their specific needs. Universal Analytics, while still offering a wide range of reporting features, may not provide the same level of flexibility in terms of customisation.

Pros and Cons of GA4 and Universal Analytics

Now that we have explored the key features and differences between GA4 and Universal Analytics, let’s take a closer look at the pros and cons of each platform.

Advantages of Using GA4

  • Enhanced data tracking capabilities
  • Unified view of user interactions across different platforms
  • Advanced machine learning capabilities for data analysis
  • Flexible and customisable reporting options

Disadvantages of Using GA4

  • Relatively new platform with a learning curve for users familiar with Universal Analytics
  • Potentially limited compatibility with third-party tools and integrations
  • Transition from Universal Analytics may require additional time and resources

Advantages of Using Universal Analytics

  • Robust tracking and reporting capabilities
  • Wide range of integrations with third-party tools and platforms
  • Well-established platform with extensive documentation and resources
  • Easy transition for businesses already using Universal Analytics

Disadvantages of Using Universal Analytics

  • May not offer the same level of flexibility in terms of data collection and reporting as GA4
  • Limited cross-platform measurement capabilities
  • Potential challenges in tracking user behavior across different devices

Transitioning from Universal Analytics to GA4

If you are currently using Universal Analytics and considering a transition to GA4, here are some factors to consider.

When to Consider Transitioning

The decision to transition from Universal Analytics to GA4 depends on your business needs and goals. If you are looking for more advanced data tracking capabilities, cross-platform measurement, and machine learning capabilities, GA4 may be the right choice for you. However, it’s important to weigh the potential benefits against the time and resources required for the transition.

Steps to Transition from Universal Analytics to GA4

Transitioning from Universal Analytics to GA4 involves several steps. Here is a high-level overview of the process:

  1. Evaluate your current tracking setup and data requirements
  2. Create a GA4 property and set up data streams for your website and apps
  3. Update your website and app tracking codes to include GA4 tracking
  4. Review and adjust your data collection settings in GA4
  5. Set up goals, events, and conversions in GA4
  6. Gradually transition your reporting and analysis to GA4

It’s important to note that the transition process may vary depending on your specific setup and business requirements. It is recommended to consult with a web analytics expert or refer to Google’s official documentation for detailed guidance.


In conclusion, choosing the right web analytics platform for your business is crucial for effectively tracking and analysing user behaviour. GA4 and Universal Analytics both offer powerful features and insights, but they differ in terms of data collection, reporting, and usability. Consider your business needs, goals, and resources before making a decision. Whether you stick with the familiar Universal Analytics or embrace the advanced capabilities of GA4, web analytics will undoubtedly play a vital role in helping you make data-driven decisions and drive business growth.

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