Is your business website still using the old Universal Analytics tracking code from Google? Want to learn more about the upcoming change to Google Analytics 4 (GA4)?

Omnitail share the key differences between the two platforms in this infographic.

They break things down as follows:

• Interface
• Tracking
• Events
• Goals
• Page views
• Sessions
• Ecommerce

Check out the infographic for more information.

 

As digital marketing continues to evolve, it’s crucial for marketers to stay up to date with the latest tools and technologies. When it comes to web analytics, Google Analytics has long been the go-to platform for tracking and analyzing website data.

However, with the introduction of Google Analytics 4 (GA4), marketers need to understand the key differences between the new version and its predecessor, Universal Analytics. In this blog post, we’ll explore the major disparities between the two versions in terms of their interface, tracking capabilities, events, goals, page views, sessions, and ecommerce features.

 

Interface: Universal Analytics vs Google Analytics 4

One of the most noticeable differences between Universal Analytics (UA) and Google Analytics 4 (GA4) is the user interface. UA features a familiar interface that marketers have grown accustomed to over the years. It provides a hierarchical structure with accounts, properties, and views.

On the other hand, GA4 introduces a more streamlined and flexible interface. It focuses on providing event-driven data and offers a more unified view of user behavior across platforms.

 

Tracking

In terms of tracking, UA primarily relies on cookies and client IDs to track user interactions on websites. It tracks pageviews and events using a combination of JavaScript code and tracking pixels.

GA4, however, employs a different approach. It uses an event-driven model that allows for more granular tracking of user interactions. GA4 utilizes an enhanced measurement protocol that captures events by default, making it easier to track specific user actions without additional coding.

 

Events

Events play a crucial role in tracking user interactions on websites. In UA, events are implemented using JavaScript code, allowing marketers to track specific actions such as button clicks, form submissions, or video views.

GA4 takes event tracking to the next level. It automatically tracks common events like page views, scrolling, video engagement, file downloads, and outbound clicks. Additionally, GA4 allows marketers to define custom events and parameters, providing more flexibility in tracking and analyzing user behavior.

 

Goals

Goals enable marketers to measure and track specific conversions on their websites. In UA, goals are defined at the view level, allowing marketers to set up goals for individual properties. GA4 introduces a different concept called “conversions.”

Conversions in GA4 are based on events and allow for more flexible tracking of specific user actions. Marketers can define multiple conversion events and set up conversion funnels to analyze user journeys more effectively.

 

Page Views

Page views have been a fundamental metric in web analytics for a long time. In UA, page views are automatically tracked using the tracking code snippet on each page. GA4 continues to track page views but also introduces a new metric called “engaged sessions.”

Engaged sessions provide insights into how users interact with content on a page, taking into account factors such as scroll depth and active time. This metric helps marketers better understand user engagement beyond simple pageviews.

 

Sessions

Sessions represent a group of interactions that a user has within a given timeframe on a website. In UA, sessions are time-based and reset after 30 minutes of inactivity or at midnight.

In GA4, sessions are event-based and can span multiple days. GA4’s event-based sessions are more suitable for tracking user behavior across different devices and platforms, providing a more holistic view of the customer journey.

 

Ecommerce

Ecommerce tracking is essential for online businesses to monitor sales, revenue, and conversion rates. UA offers robust ecommerce tracking capabilities, allowing marketers to measure transactional data, product performance, and sales funnels.

GA4 builds upon this foundation and enhances ecommerce tracking by providing a more flexible and event-driven approach. It allows for easier tracking of product views, clicks, and purchases, providing deeper insights into user behavior throughout the ecommerce funnel.

 

Conclusion

Google Analytics 4 represents a significant shift in web analytics, introducing new tracking methodologies and a more comprehensive approach to data analysis. While Universal Analytics has been the industry standard for years, the transition to GA4 is necessary for marketers to keep pace with evolving consumer behavior and the changing digital landscape.

By understanding the key differences in the interface, tracking capabilities, events, goals, page views, sessions, and ecommerce features between the two versions, marketers can leverage GA4 to gain deeper insights into user behavior and make data-driven decisions to enhance their marketing strategies.

Embracing GA4 is crucial for marketers looking to stay ahead in the ever-evolving digital marketing landscape.