Google Analytics 4 (GA4) is the latest version of Google’s popular analytics platform. It was released in October 2020 and is a major upgrade from Universal Analytics (UA), which was first released in 2012.
There are a number of key differences between GA4 and UA. Here are some of the most important ones:
- Data model: GA4 uses an event-based data model, while UA uses a session-based data model. This means that GA4 tracks individual events, such as pageviews, button clicks, and form submissions, while UA tracks sessions, which are defined as a series of interactions that occur within a certain time period.
- Reporting: GA4 has a completely new reporting interface that is designed to be more user-friendly and intuitive. It also includes a number of new reports that were not available in UA, such as engagement reports and lifetime value reports.
- Attribution modeling: GA4 offers a number of new attribution models, including a machine learning-based model that can help you better understand the impact of your marketing campaigns.
- Cross-platform tracking: GA4 can track users across multiple devices and platforms, such as web, mobile, and apps. This allows you to get a more complete view of your users’ behavior.
Overall, GA4 is a major upgrade from UA. It offers a number of new features and capabilities that can help you better understand your users and improve your marketing campaigns.
Here is a table that summarizes the key differences between GA4 and UA:
|Reporting||New interface, new reports||Old interface, familiar reports|
|Attribution modeling||New machine learning-based model||Traditional attribution models|
If you are currently using UA, I recommend that you start planning your migration to GA4 as soon as possible. GA4 is the future of Google Analytics, and it offers a number of advantages over UA.