Finally, Google Analytics 4 replaced Universal Analytics at first July. That’s not mean Universal Analytics is not working; it is still working with the old data, but who wants old data? I guess Nobody.

So if you want new data, you have to use Google Analytics 4. It is the advanced version of Universal Analytics that provide huge data for your business.

Before understanding Google Analytics 4 or GA4, let’s see some historical pasts of Google Analytics.

What is Google Analytics, and What It’s Past?

Google Analytics is the platform from where you can collect data from your website and app and make the ideal report for your business.

In 2005, Google acquired Urchin Analytics and launched a classic version of Google Analytics. It made the tracking of the website easy as well as increased the marketing performance. Over the years, it has made many changes and improved its version.

In 2013, Google launched Universal Analytics (UA), an improved version of Google Analytics and in 2020, Google added a beta tracking property called AAP + Web property. It was the preparation of Google Analytics 4.

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What is Google Analytics 4 (GA4)?

Google introduced Google Analytics 4 on 14 October 2020. At that time, it was in the form of a beta tracking property, but it has replaced Universal Analytics now. It is the latest version of Google Analytics that will help you to make a report and track your business website. I know now you will be thinking the same things Google Analytics do too. What’s the difference, then?

Before, in Analytics, you had to track the website and app separately and then make the report for your business. But in the new version of Google Analytics, you can track websites and apps both together and make your ideal report. It saves your time and helps to make a perfect report of your business.

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What is the difference between UA and GA4?

All data sent to google analytics 4 has adopted the Firebase data model in the form of events. In GA4, you no longer look for the built-in event category/ action/  labels taxonomy. The parameter will start with the event name, and you will add other parameters to describe the interaction.

In Universal Analytics, data is sent in the form of pageview hits and event files, with some primary e-commerce data sent as transaction hits.

Here we will see some fundamental differences and benefits of GA.

Event-Based

Universal Analytics is based on the session that checks how many minutes or hours a user spends on a page only, and it doesn’t account the other interactions like video, click and more. While GA4 is event-based, it has the ability to track events like clicks, video play, and more. And this is the most significant difference between GA4 and UA.

Tracking Web and APP Together

In Universal Analytics, you have to make separate properties for tracking the websites and mobile apps. But in the case of GA4, you don’t need to make separate properties for apps and the web, and you can track both together and make the report easily. It is the biggest change regarding the analytics system.

Machine Learning

Universal Analytics doesn’t use machine learning technology, while GA4 uses machine learning technology so it can predict what action a user might take in the future. Prediction is divided into 3 parts.

• Purchase Probability

In the purchase probability, it analyses that there are chances of users making purchases within seven days.

• Churn Probability

Churn probability checks a user who was active on an app or website within the 7 days will not be active within the next 7 days.

• Predicted Revenue

Predicted revenue estimates the amount of revenue that a user will generate within 28 days.

Better Search

In Universal Analytics, you can search only a few things, like reports and insight. But in GA4, you can search for many things. When you will click on the search box and start to type a question, Google will suggest you complete the question, and you can also see recent changes which you made.

Customisable Dashboard

If you have used Universal Analytics, then you would know that there is no customisable system for making page report. While in GA4, there is available the customise report button that the user can use for making its report.

Privacy-Friendly

Universal Analytics is not privacy-friendly; it depends on the cookies. But in the case of GA4, It is privacy-friendly and doesn’t rely on cookies.

Summary

GA4, or Google Analytics, is the new version of Universal Analytics or GA3 which Google announced in 2020 but is applicable on 1 July 2023. It is updated with new technology that provides web and app data together and also machine learning. GA4 can predict the future action of the user, and it is one of the best things about it.

FAQ ( Frequently Asked Questions)

• What is GA4?

GA4 is the new version of Universal Analytics that enables you to measure the traffic and engagement of the website and app. Here you can make a report of your business correctly.

• How does GA4 work?

In GA4, events are the basic building blocks of data collection. An event is a specific action a user takes on a website or app, such as clicking a button, viewing a page, or purchasing.