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Google Analytics 4  is a hot topic at the moment because it is now the platform Google is providing for website reporting after its Universal Analytics product was sunset in July 2023. Let’s explore the differences between Google Analytics 4 (GA4) and Universal Analytics (UA). Whether you’re a website owner, marketer, or analytics enthusiast, this casual and easy-to-understand guide will help you grasp the differences and unique features of both analytics tools.

A new era: Introducing Google Analytics 4

Let’s start by introducing Google Analytics 4 (GA4), the latest version of Google’s analytics platform. GA4 is designed to meet the demands of modern data analysis and provide deeper insights into user behavior. With advanced machine learning and cross-platform tracking, GA4 offers valuable features for understanding website performance.

Universal Analytics: The foundation of web analytics

Before we dive into GA4, let’s take a moment to appreciate Universal Analytics (UA). UA has been the standard web analytics tool for years, helping countless businesses track user interactions on their websites. It relies on cookies to gather data, providing essential information about user engagement, traffic sources, and more.

Key differences between GA4 and UA

Data collection methodology

The first major difference lies in how GA4 and UA collect and process data. UA primarily relies on cookies, which may pose challenges in tracking users across devices. On the other hand, GA4 adopts an event-based data model, focusing on user interactions rather than solely depending on cookies. This approach allows GA4 to provide a more comprehensive view of user journeys, even as they switch between devices.

Cross-platform and cross-device tracking

GA4 stands out with its cross-platform and cross-device tracking capabilities. UA had limitations in seamlessly tracking users as they moved between websites and mobile apps. However, GA4 tackles this challenge by offering a unified view of user interactions across websites, apps, and offline touch-points. This feature allows for a more holistic understanding of user behavior.

Enhanced user engagement tracking

GA4 provides enhanced flexibility and precision in tracking user engagement. While UA could track events, GA4 takes it up a notch by categorising various user actions as events, such as clicks, video plays, downloads, and more. This allows for tailored insights and optimisation, helping website owners make data-driven decisions.

AI-driven insights

One of the most significant advantages of GA4 is its integration of machine learning and AI. This powerful combination equips GA4 with the ability to automatically analyze data patterns and generate actionable insights. This feature saves time on manual analysis and empowers users with valuable recommendations.

Migrating to Google Analytics 4

If you’re currently using UA and considering the transition to GA4, the process is straightforward. Google recommends setting up a new GA4 property alongside your existing UA property to start collecting data in parallel. This approach allows for a smooth adaptation to GA4 while retaining access to historical data in UA. Google has also created tools within the analytics dashboard to help you migrate seamlessly.

The benefits and limitations of Google Analytics 4


  • Comprehensive cross-platform tracking: GA4 offers a unified view of user interactions across websites, apps, and offline channels, providing a deeper understanding of the customer journey.
  • AI-powered insights: The integration of machine learning provides valuable data-driven insights, streamlining decision-making for users.
  • Flexibility in event tracking: GA4’s enhanced event tracking capabilities offer deeper insights into user behavior and engagement, allowing for tailored strategies.


  • Learning curve: As a relatively new platform, GA4 may require some time to familiarize oneself with its features and functionalities.
  • Data continuity: Due to the different data models used in GA4 and UA, comparing historical data between the two can be challenging.


In conclusion, Google Analytics 4 marks a significant leap in web analytics, offering advanced features and valuable insights for users. While UA has been a reliable foundation, GA4’s event-based approach and AI-driven capabilities elevate web analytics to new heights.

As you explore GA4, remember that data-driven decision-making is essential for success in the digital landscape. By harnessing the diverse insights offered by GA4, you can optimize your website’s performance and gain a competitive edge.


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