Universal Analytics vs Google Analytics 4 or GA4

Features available for both are;

• Exploration – It interprets data using Explorations tool.
• BigQuery Export – Export your Analytics data to BigQuery so you can securely store your data in the cloud, combine it with data from other sources, and run queries across all your data sets.

Universal Analytics

UA properties is the past, it is a web-only Analytics property type. Separate property type called Google Analytics for Firebase, which was only for apps. Google will end the support on July 1, 2023.

• Sessions – collects and stores user interactions, such as pageviews, events, and eCommerce transactions as hits. Because of this, the report is not very specific.

Google Analytics 4

Also known as GA4, this Analytics property can process data from both websites and apps. Plus, it has many new features for all Analytics users.

• Events – It collects and send pieces of information that more fully specify the action the user took or add further context to the event or user.

Feature comparison between UA and GA4

Google Analytics 4 Capabilities

• It allows to measure apps and websites together across devices and platforms.
• It can measure a single user journey across devices based on the best available user identifiers.
• It gives more flexible ways to examine data using Exploration tool feature.

Google Analytics 4 Benefits

• Scales with business – having the used of user-id, it enables to give a complete, relevant and timely understanding of the customer journey.
• Adapting to changing environment – while meeting user privacy expectation, it also enables business outcomes for the long-term.
• Intelligent business insights – with the power of machine learning, it automates and facilitates insight discovery making it effortless to get the most value from your data.
• Achieving marketing goals – it allows more effective data and insight to achieve measurable marketing results.