GA4 vs Universal Analytics: Key Differences Explained
Understand the major differences between GA4 and Universal Analytics. Learn what changed, why it matters, and how to adapt your measurement strategy.
The Evolution from Universal Analytics to GA4
Google Analytics 4 represents a complete reimagining of web analytics, moving from session-based to event-based measurement.
Data Model Differences
Universal Analytics: Built on sessions and pageviews. Data is organized around hits, sessions, and users.
GA4: Built entirely on events. Everything is an event, from pageviews to purchases.
Measurement Approach
UA uses a measurement protocol based on hits. GA4 uses an event-driven model where all interactions are events with parameters.
Cross-Platform Tracking
GA4 was designed from the ground up for cross-platform measurement, combining web and app data in a single property.
Privacy and Data Control
GA4 includes built-in features for privacy compliance, including cookieless measurement options and data deletion controls.
Reporting Interface
The GA4 interface focuses on exploration and analysis rather than pre-built reports. This gives you more flexibility but requires a learning curve.
Migration Tips
- Run GA4 alongside UA during transition
- Recreate important UA reports in GA4
- Set up custom events for key actions
- Train your team on the new interface