Many are concerned about the changes to analytics tracking announced by
Google. The existence of a choice between Universal Analytics and the new
version of Google Analytics 4 will soon be reduced to just one option - Google
What is Google Analytics 4?
Google Analytics 4 is a newer service for tracking web content analytics and measuring traffic and user behavior. This service was launched in 2020.
Google Analytics 4 allows you to track multiple platforms and multiple traffic flows. The focus is on building interactive dashboards that would be displayed in real-time and easier debugging. The emphasis is on the service user.
It should be noted that Google Analytics 4 is still in development and that logical and expected user comments are not in line with Universal Analytics.
Google Analytics 4 VS Universal Analytics
The older version of Google Analytics (Universal Analytics) has been used since 2005. The plan is for Google Analytics 4 to replace Universal Analytics.
As of July 1, 2023, Universal Analytics will no longer process data, and the data collected will be visible for the next six months.
Google recommends that Universal Analytics and Google Analytics 4 be launched at the same time so that users can get used to the news and have a comparative insight into the information obtained.
What you need to know is that current data is not transferred automatically between Google Analytics 4 and Universal Analytics, but we will emphasize again that Google Analytics 4 is constantly evolving, and many options may be further changed and improved.
When you run both analytics together, you will notice some differences, including the fact that the data obtained do not match. They are not identical, but they are similar.
The filters in Universal Analytics do not exist in Google Analytics 4, the sections are similar, but the main functions of Google Analytics 4 are fundamentally different. The most significant difference is in the measurement model. Universal Analytics uses a measurement model based on sessions and page views, while Google Analytics 4 is more user-focused than session-oriented.
What remains unchanged and the same with Universal Analytics is that the basic version of Google Analytics 4 is free. But the premium version is used by large companies that are charged and contains many benefits compared to the basic version.
Benefits of Google Analytics 4
Google Analytics 4 provides a wealth of information that is critical to effective marketing. It allows us to determine the main organic sources of traffic and improve the processing of organic traffic.
In Universal Analytics, depending on the needs of the project we can analyze the metric rate of only one page, while in Google Analytics 4, the visit rate of only one page is replaced by sessions.
An engaging session is an inverse metric of the only one-page rate that measures an action, not its lack. In addition, an engaged session solves the problem of session time constraints.
By connecting the Search Console with Google Analytics 4, you can search for organic clicks, impressions, clickthrough rates, and positions.
You can also use Google Analytics 4 for strategic planning. You can track your progress and plan content based on it.
We hope that we have removed some important doubts about Google Analytics 4 and that, thanks to this text, you will test it earlier and adapt your work to the news.
Why change from Universal Analytics to Google Analytics 4 right now?
Google Analytics 4 is already out, and it's ready to help you with your data measuring needs. Our previous experience has proven that the migration from UA (Universal Analytics) to GA4 (Google Analytics 4) is both a strategic and a technical effort.
Other marketing initiatives, such as Google Ads campaigns that can benefit from audiences, site metrics, or goals from your Universal Analytics entities should be updated in addition to implementing GA4 (Google Analytics 4) as your new analytics. When Universal Analytics ends processing data on July 1, 2023, it will have an impact on your ad campaigns therefore make sure to alter your conversion target and conversion points accordingly!