Google Analytics is a powerful tool that helps website owners and digital marketers to track and analyse website traffic, user behaviour, and other key metrics to improve their online presence. Over the years, Google has introduced several versions of analytics, including Universal Analytics and GA4 Analytics. In this blog post, we’ll explore the differences between these two versions of Google Analytics.
Universal Analytics is the older version of Google Analytics that has been around since 2012. It is a cookie-based tracking system that uses a unique tracking code to collect data from website visitors. Universal Analytics provides website owners with a wealth of information about their website visitors, including demographic information, behaviour patterns, and traffic sources. This data can be used to optimise website performance, improve user experience, and increase conversions.
GA4 Analytics is the newest version of Google Analytics that was introduced in October 2020. It is designed to provide website owners with a more comprehensive view of their website visitors. Unlike Universal Analytics, GA4 Analytics uses an event-based tracking system that captures user interactions across multiple devices and platforms. This means that website owners can track user behaviour across websites, mobile apps, and other digital platforms.
One of the key features of GA4 Analytics is the ability to track user behaviour without relying on cookies. This is particularly important in light of recent privacy regulations that restrict the use of cookies. GA4 Analytics uses machine learning to analyse user behaviour and provide insights into user preferences and intent.
Here are some of the key differences between Universal Analytics and GA4 Analytics:
GA4 Analytics uses an event-based tracking system that captures user interactions across multiple devices and platforms. Universal Analytics, on the other hand, uses a cookie-based tracking system that collects data from website visitors.
GA4 Analytics collects more data than Universal Analytics. It captures user behaviour across multiple devices and platforms, including mobile apps and websites.
GA4 Analytics is designed to comply with recent privacy regulations that restrict the use of cookies. It uses machine learning to analyse user behaviour and provide insights into user preferences and intent.
GA4 Analytics provides more advanced reporting features than Universal Analytics. It allows website owners to track user behaviour across multiple devices and platforms, and provides insights into user preferences and intent
In conclusion, GA4 Analytics and Universal Analytics are two different versions of Google Analytics that offer different features and benefits. While Universal Analytics is still widely used, GA4 Analytics is the future of Google Analytics and provides website owners with a more comprehensive view of their website visitors. If you’re still using Universal Analytics, it may be worth considering upgrading to GA4 Analytics to take advantage of its advanced features and benefits.
