GA4 vs. Universal Analytics: Understanding the Differences and Planning Your Migration

The world of web analytics has undergone a significant shift with the introduction of Google Analytics 4 (GA4). While Universal Analytics (UA) served businesses well for many years, GA4 is designed to meet the challenges of today’s multi-platform, privacy-conscious digital landscape. This article will explore the key differences between GA4 and UA and provide a step-by-step guide to migrating to GA4, ensuring you don’t get left behind.

Key Differences: GA4 vs. Universal Analytics

Feature	Universal Analytics (UA)	Google Analytics 4 (GA4)
Data Model	Session-Based	Event-Based
Tracking Focus	Website-Centric	Cross-Platform (Web & App)
User Identification	Primarily Cookies	Multiple IDs (User ID, Google Signals, Device ID)
Attribution	Last-Click (Configurable)	Data-Driven Attribution by Default
Reporting	Pre-Defined Reports	Customizable Exploration Reports
Machine Learning	Limited	Extensive Predictive Metrics
Privacy	Relies Heavily on Cookies	Cookieless Tracking Options

Expand on the differences. For example

• Data Model (Event-Based vs. Session-Based):
  • UA focuses on grouping user interactions into sessions, primarily tracking page views.
  • GA4 tracks every user interaction as an individual event, providing a more granular view.
  • Benefit: GA4’s event-based model allows for more flexible and customizable tracking.
• Tracking Focus (Website-Centric vs. Cross-Platform):
  • UA was primarily designed for tracking website traffic.
  • GA4 provides a unified view of user behavior across websites and mobile apps.
  • Benefit: GA4’s cross-platform tracking allows you to understand the complete customer journey.

Step-by-Step GA4 Migration Guide

1. Create a GA4 Property: (Go to analytics.google.com and follow the steps to create a new property.)
2. Set Up Data Streams: (In your GA4 property, go to “Admin” > “Data Streams” and select either “Web,” “iOS app,” or “Android app.”)
3. Migrate Your Events: (Map your UA goals and events to GA4 conversion events and parameters. Focus on replicating your key interactions.)
4. Configure Custom Dimensions and Metrics: (Go to Admin > Custom definitions and recreate custom dimensions and metrics)
5. Connect to Google Ads: (In GA4, go to Admin > Google Ads links and connect your GA4 property to your Google Ads account.)
6. Run GA4 in Parallel with UA: Run GA4 alongside UA for a period of time to collect data and validate your setup.
7. (Important): Note that you cannot transfer historical UA data to GA4.

Best Practices for a Smooth Transition

• Start Early: Begin the migration process as soon as possible to ensure you have enough time to collect data in GA4.
• Document Your UA Setup: Create a detailed record of your UA setup, including goals, events, and custom dimensions.
• Test and Validate: Thoroughly test and validate your GA4 setup to ensure that you’re tracking data accurately.
• Train Your Team: Train your team on GA4 and its new features.

FAQs

Conclusion

Migrating to GA4 is essential for staying ahead in today’s data-driven world. By understanding the key differences between GA4 and UA and following the steps outlined in this guide, you can ensure a smooth transition and unlock the full potential of GA4.

For a comprehensive overview of GA4, including advanced features and optimization techniques, check out our [Ultimate Guide to Google Analytics 4].