Infographic: UA VS GA4. What’s NEW

Organizations globally rely on Google Analytics to better understand their online business and create optimal experiences for their customers. Launched in Oct 2020, Google Analytics 4 is the new Google Analytics after Urchin, Classic and Universal in response to changing dynamics in technology, behaviour and regulations.

In fact, GA4 is not an improved version of Universal Analytics but it’s a totally new platform designed to be more scalable and more privacy-centric. But what makes it so different from Universal Analytics?

Updated as on December 2021

PROPERTY SETTINGS
Use Case UA Property GA4 Property Additional Details
Data Model Session based Event based
User Metric Calculation Defines users as total users (new & returning) Defines users as active users
User access Management: Providing Access for GA data to users
Create & Modify events Ability to add additional events tracking, create & modify events inside the interface
Filter data to include or exclude specific criteria
Delete unwanted data from processed data set In UA, Manual request for data deletion is required In GA4, we can set up data deletion in interface itself and scope them to all data/events to detailed parameter values
Setup Cross-domain tracking in the User Interface In UA, can only be done via GTM
In GA4, there is an ability to setup in UI itself
User-ID tracking & Google Signals
Custom Dimensions & Metrics In UA, setting up a custom dimension or metric requires both UI and GTM implementation. In GA4, you can set up custom dimensions/metrics using parameters as
Calculated Metrics
Unsampled data In UA, Sampling occurs in reports where advanced segments, dimensions are used, 360 only. In GA4, all standard reports unsampled however, explore reports sampling depends on hit volume
Data import
Measurement Protocol GA4 adds additional security to data by requiring a security key to send MP data
PRODUCT INTEGRATION
Big Query
(360 only)
In GA4, BigQuery linking is available for free to all users.
Google Ads In UA and GA4 both, linking requires the user to have admin access
Display & Video 360 Linking
(360 only)
In UA, Linking requires a request to the DV360 admin to approve.
Search Ads 360 Linking
(360 only)
Roadmap In UA, Linking requires a request to the DV360 admin to approve.
Campaign Manager 360 Linking
(360 only)
In UA, Linking requires a request to the DV360 admin to approve.
Search Console integration
Optimize Linking Admin access required on both products.
Salesforce Cloud Integration
(360 only)
Admin access required on both products.
REPORTING
Machine Learning powered insights UA is limited to system provided insights only. GA4 has both system provided and custom insights
Ability to see website data in real time GA4 is more advanced – You can get detailed insight into event and parameter level granularity
Customize reporting with dashboards and custom reports Both UA and GA4 can connect natively to Data Studio. 2 GA4 has an advanced feature of creating customized reports in the ‘Explore’ section.
Overview of key KPIs across your data in “Home” report
Reports on acquisition by campaign, GA4 has new concept of user acquisition reports
source, and medium
Report on Ecommerce specific use cases GA4 allows you to create ecommerce funnel reporting via Explore
Goals / Conversions reporting In UA, limit of 20 goals per view. In GA4, conversions replace goals, 30 conversions per property
Report on advertising integrations
Multi Channel Funnels
Report on information about site users such as demographics & interests, technology, geography, and more
Debug implementation details within the reporting GA4 has ability to view new implementation changes easily without waiting for reports to populate
interface
Report on user actions across devices In UA, it is only a small part of reports. In GA4, it is cross-device tracking as a whole based on user
Data-driven Attribution
(360 only)
In UA, this is available as a feature – Multi channel funnels. In GA4, it is available for free with Attribution.
Segments to get a granular picture of user actions and behavior In UA, creating segments is available for use throughout the interface
In UA, you can create and store segments in the libraryIn GA4, segments are only available to be built and used in the Explore section.
In GA4, the limit to create segments is 10 only
EXPLORE
Free Form
(360 only)
Funnel
(360 only)
Segment Overlap
(360 only)
Path report GA4 has more functionality compared to Flow reports in 360
User explorer In GA4, it is a standalone technique offering advanced analysis capabilities
Cohort In UA, this is available in the reporting interface. In GA4, it is a standalone technique offering advanced analysis capabilities
User Time In UA, this is available in the reporting interface. In GA4, it is a standalone technique offering advanced analysis capabilities
Template In UA, this is available in the reporting interface. In GA4, it is a standalone technique offering advanced analysis capabilities

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