Google Analytics 4 (GA4) is the next generation of Google‘s web analytics platform, replacing the legacy Universal Analytics version. Released in October 2020, GA4 introduced an entirely new way of collecting and reporting on website data.
As of July 1, 2023, Universal Analytics has officially been sunset. This means it will no longer process new hits and website owners will completely lose access to their historical Universal Analytics data starting in July 2024. Google is encouraging everyone to make the switch to GA4 as soon as possible.
So what exactly is different about Google Analytics 4 compared to Universal Analytics? Let‘s take an in-depth look at the key changes and new features in GA4.
A Completely Redesigned Reporting Interface
One of the first major differences you‘ll notice in GA4 is the new reporting interface. While Universal Analytics had reports grouped into categories like Realtime, Audience, Acquisition, Behavior and Conversions, most of those standard reports are gone or replaced in GA4.
Instead, GA4 organizes reports under new headings like Engagement, Monetization, Retention and Demographics. Many of the metrics and dimensions are different from what marketers are used to seeing in Universal Analytics.
The new reporting interface definitely requires a learning curve, even for experienced Universal Analytics users. But many of the changes are due to GA4‘s different measurement model, which we‘ll get into next.
From Sessions to Events: GA4‘s New Data Model
Perhaps the biggest change in GA4 is the shift from a session-based data model to an event-based model. In Universal Analytics, the fundamental unit of measurement was a session, or a group of user interactions (hits) within a given time frame.
GA4, on the other hand, treats all user interactions as standalone events. While Universal Analytics focused on tracking sessions and pageviews, GA4 focuses on tracking specific events that users take on your website or app.
What‘s the benefit of this event-based model? It allows for much more granular and flexible tracking. In Universal Analytics, you were limited in what user interactions you could track. But in GA4, virtually any action can be captured as an event, from page scrolls to button clicks to form submissions.
GA4‘s event-based model also simplifies cross-platform and cross-device measurement. You can easily track events across your website, Android app, iOS app and webapps all under one GA4 property. This wasn‘t possible in Universal Analytics, which required separate tracking for websites and apps.
The downside is that GA4‘s event-based model has a steeper learning curve for marketers and analysts. It requires rethinking how you track and measure user engagement. You also have to be more intentional about what events you want to track, since GA4 doesn‘t track things like pageviews by default.
Goodbye Bounce Rate, Hello New Engagement Metrics
Another major change in GA4 is the removal of bounce rate. Bounce rate, the percentage of sessions with no interactions beyond the first pageview, was a key metric in Universal Analytics. But in GA4, bounce rate is nowhere to be found.
Instead, GA4 introduces new engagement metrics like engaged sessions, engagement rate, and average engagement time per session. Here‘s how they‘re defined:
- Engaged sessions: The number of sessions that lasted longer than 10 seconds, had a conversion event, or had at least 2 pageviews or screenviews.
- Engagement rate: The percentage of sessions that were engaged sessions.
- Average engagement time per session: The average length of time users spent in an engaged session.
The rationale behind these new metrics is that they provide a more holistic view of user engagement. Bounce rate only told you the percentage of people who left after viewing one page. But engagement metrics like average engagement time show you how long people actually spent interacting with your website or app.
Other new metrics in GA4 include views per user, event count per user, and more. These user-centric metrics are made possible by GA4‘s event-based tracking and user ID features.
No More Automatic Form Conversion Tracking
Another thing missing in GA4 is automatic form conversion tracking. In Universal Analytics, you could easily track form submissions as goals without any extra code. But in GA4, form interactions are not tracked by default.
To track form submissions in GA4, you have to set them up manually as conversion events. This requires adding extra code to your website or using Google Tag Manager. For non-developers, setting up form tracking in GA4 can be challenging.
If you want an easier way to track form conversions, consider using a WordPress form plugin like MonsterInsights. It can automatically track form submissions in GA4 without having to touch any code. MonsterInsights also provides a user-friendly report of your form conversions right in your WordPress dashboard.
Goals Replaced by Events in GA4
In Universal Analytics, goals were used to measure conversions and key interactions. You could set up destination goals, duration goals, pages per session goals, and event goals. But in GA4, there is no concept of goals.
Instead, GA4 relies entirely on events for conversion tracking. You can mark any event as a conversion, and it will appear in your Conversions reports. This applies to both standard events like first_visit and page_view as well as custom events that you create.
While this provides more flexibility, it also requires more setup. In Universal Analytics, common goals like form submissions and PDF downloads could be tracked automatically. But in GA4, you have to configure these as custom events and mark them as conversions yourself.
If you‘re currently using goals in Universal Analytics, you‘ll have to recreate them as events in GA4. This can be a tedious process, especially if you have lots of goals. But it‘s necessary for getting your conversion tracking working in GA4.
Advanced Analysis with GA4 Explorations
For even deeper insights into your data, GA4 offers Explorations. Explorations are a set of advanced techniques for uncovering patterns and trends in your Google Analytics 4 data.
With Explorations, you can perform ad-hoc queries, build funnels, create segments, visualize your data, and more. It‘s like having a built-in data exploration tool right inside Google Analytics.
For example, you can use the Funnel exploration to see how users move through a sequence of events on your site or app. Or use the Segment overlap exploration to compare up to 3 user segments to see where they intersect.
Explorations definitely have a learning curve and are geared towards more advanced analysts. But they provide powerful new ways to slice and dice your GA4 data that weren‘t possible in Universal Analytics.
FAQs on GA4 vs Universal Analytics
Here are answers to some frequently asked questions about the differences between Google Analytics 4 and Universal Analytics:
When is the last day Universal Analytics will collect data?
As of July 1, 2023, Universal Analytics properties have stopped processing new hits. You‘ll be able to access your previously processed data in Universal Analytics for at least six months.
Is Google Analytics 4 replacing Universal Analytics?
Yes, GA4 is now the default version of Google Analytics for all new properties. And starting in July 2024, Universal Analytics 360 properties will no longer be accessible. So Google is encouraging everyone to make the switch to GA4.
Can I migrate my data from Universal Analytics to GA4?
Unfortunately, you can‘t directly migrate your historical data from Universal Analytics to GA4. The data models are very different. However, you can export your Universal Analytics data before it‘s deleted. And you can run Universal Analytics and GA4 in parallel during the transition period.
Should I use GA4 or Universal Analytics?
At this point, you should use GA4 since Universal Analytics is being deprecated. While there is a learning curve with GA4, it provides more flexibility and features for tracking user engagement across platforms and devices. The sooner you make the switch to GA4, the more historical data you‘ll have once Universal Analytics is turned off.
Can I still use my existing Universal Analytics implementation?
Yes, your Universal Analytics tracking code will continue to work and send data to your Universal Analytics property. However, you will need to set up a separate GA4 property with a new tracking code to start collecting data in GA4. You can dual tag your site with both Universal Analytics and GA4 during the transition period.
Making the Move to Google Analytics 4
Google Analytics 4 represents a major shift in web analytics and it will take some getting used to for Universal Analytics users. But it also offers powerful new features for tracking the full user journey on your website and apps.
While the setup and reporting in GA4 can seem daunting, the MonsterInsights plugin makes it easy to get up and running with GA4. MonsterInsights can automatically set up your GA4 property and track key interactions like page views, link clicks, form submissions, and more. It also provides a user-friendly analytics dashboard right inside WordPress.
No matter what, it‘s crucial to start using GA4 as soon as possible, since Universal Analytics will be discontinued in 2023. The earlier you make the move to GA4, the more historical data you‘ll have access to. Hopefully this in-depth comparison of GA4 vs Universal Analytics helps make the transition smoother.
