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Google Analytics 2023 Part: 2

What’s the difference between UA and GA4?

Google Analytics 4 doesn’t just offer more of what Universal Analytics offers. It’s built differently to align with current and future needs for reporting and privacy. Here are some of the differences and benefits.

  • Event-based: Universal Analytics is session-based, while GA4 is event–based. In other words, the ability to track events like button clicks, video plays, and more is built in with GA4, while this requires advanced setups in UA. This comes from the premise that page views aren’t the sole important metric.

  • Cross-device tracking: UA was built around desktop web traffic, while GA4 gives businesses visibility into the customer journeys across all of their website and apps.

  • Machine learning: GA4 uses machine learning technology to share insights and make predictions.

  • Privacy-friendly: UA data relies heavily on cookies, GA 4 does not.oesn’t just offer more of what Universal Analytics offers. It’s built differently to align with current and future needs for reporting and privacy. Here are some of the differences and benefits.

  • Event-based: Universal Analytics is session-based, while GA4 is event–based. In other words, the ability to track events like button clicks, video plays, and more is built in with GA4, while this requires advanced setups in UA. This comes from the premise that page views aren’t the sole important metric.

  • Cross-device tracking: UA was built around desktop web traffic, while GA4 gives businesses visibility into the customer journeys across all of their website and apps.

  • Machine learning: GA4 uses machine learning technology to share insights and make predictions.

  • Privacy-friendly: UA data relies heavily on cookies, GA 4 does not.


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