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Navigating the world of web analytics: Universal Analytics (UA) vs. Google Analytics 4 (GA4)

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Reading time 4 minutes
By Eline Tol

While the transition from UA to GA4 is laden with promises for more sophisticated data analysis, it can also be somewhat confusing. Below, we guide you through the key changes and how they redefine the way we collect and analyze data.

moving from session- and page view-based measurements to event- and parameter-based measurements.

A new era of data modeling

The most notable change from UA to GA4 is the move from session- and page view-based measurements to event- and parameter-based measurements.

Universal Analytics (UA):
UA is old-school, with its session- and page-view-based measurements. Counting starts with each new visitor session and each navigation from one page to another.

Google Analytics 4 (GA4):
In contrast, GA4 embraces the future with its event- and parameter-based measurements. It counts every action a visitor performs on your website, such as clicking a link, filling out a form, or selecting a product.

Diversity in user and session counts

One significant difference between UA and GA4 is how they map users and sessions. Although both platforms have a default session timeout setting of 30 minutes, there are some crucial differences.

Universal Analytics:
UA restarts the session at midnight and starts a new one when a UTM promotion code is clicked. As a result, session counts may be slightly skewed.

Google Analytics 4:
GA4, on the other hand, does not restart at midnight or create a new session when a UTM promotion code is clicked. This produces more accurate session counts that reflect actual visitor engagement.

Differences in conversion calculations

Another important difference between UA and GA4 lies in the way they calculate conversions.

Universal Analytics:
UA is limited to counting one conversion per session for each goal.

Google Analytics 4:
On the other hand, GA4 counts every conversion, even if the same conversion event is captured multiple times during a session

difference between UA and GA4 when calculating conversions

Engaged sessions: a focus on interaction

A new metric introduced by GA4 is "Engaged Sessions." This metric counts sessions where the user actually takes action on the website. This can be useful in distinguishing users who are truly engaged with your content versus those who are just browsing through your website.

Change is the only constant

The move to GA4 marks a new era in the world of Web analytics. While it may be different from what marketers are used to with UA, GA4 offers new and sophisticated ways to collect and analyze data.

If you are willing to embrace this transition and take the time to master GA4, you will discover that it is an incredibly powerful tool that can help you dive deeper into your website traffic and user engagement, and make decisions driven by deep, data-based insights.

the switch from the UA tracking code to the new GA4 code

Updating to Google Analytics 4 (GA4): a practical guide

Now that you're aware of the differences and changes between Universal Analytics (UA) and Google Analytics 4 (GA4), it's time to make the switch and update your UA tracking code to the new GA4 code.

Making the switch to Google Analytics 4 (GA4)

Switching from UA to GA4 does not have to be a complex matter. Here is a step-by-step guide to help you with the transition:

  • 1. Log in to your Google Analytics account and navigate to the Admin area.
  • 2. In the Property column, click "GA4 Setup Assistant," the first option, and create a new Google Analytics 4 property.
  • 3. Under 'Global Site Tag (gtag.js)', click 'Send traffic to GA4 property only'.
  • 4. Copy the tracking code that appears under this setting.
  • 5. Paste this tracking code into your website header or tag manager template, replacing your existing Universal Analytics snippet.

    • That's it! Your data will now be transferred to GA4 and you can start using all the new features and benefits.

    Best practices for Google Analytics (GA4)

    To get the most out of GA4, here are some tips and best practices:

    • Use GA4 code on all your websites and apps. This ensures that you can track all your data in one place.
    • Create separate GA4 properties for each website or app you want to track. This will help you keep your data organized and understandable.
    • Use events to track user interactions with your site or app. This gives you a fuller picture of how users interact with your content.
    • Use user-oriented properties to track engagement over time and create remarketing target groups.
    • Use the built-in eCommerce tracking feature to track sales and conversion data.
    • Use cross-device tracking to track users across devices and platforms without the need for cookies.
    • Use custom reports, segments and dimensions to perform custom analysis.
    • Respect user privacy by limiting the amount of data collected and adhering to data retention policies.
    The-buyer-journey-of-the-target-goal-step-by-step pictured
    Set up custom events in GA4

    Adjusted events on GA4

    A custom event on GA4 allows you to collect additional data about user interactions with your site or app. You can create custom events for any action you want to track, such as button clicks, form submissions and page views. Follow these steps to create custom events on GA4:

  • 1. Log in to your Google Analytics account and select the 'Admin' tab.
  • 2. Under the "Events" heading, click "+New Event.
  • 3. Enter a name for the event and choose what type of data you want to collect.
  • 4. Add any additional parameters you want to track in your event report, such as event count, data points and enhanced measurement events.
  • 5. Save the changes.
  • 6. Add the custom events to your Google Tag Manager setup.
  • 7. Publish the changes.

    • Historical data on GA4

    GA4 automatically collects event data, user information and app data, but you can also import your historical data from Universal Analytics into GA4. This gives you a more complete picture of your analytics data and allows you to compare your performance over time. Follow these steps to import historical data to GA4:

  • 1. Log in to your Google Analytics account and select the 'Admin' tab.
  • 2. In the Property column, click Data Import.
  • 3. Click "+New Import.
  • 4. Select the data you want to import, such as historical user event data.
  • 5. Map the data from Universal Analytics to the appropriate fields in GA4.
  • 6. Save the changes.
  • 7. Repeat the process for any additional historical data you want to import.

    • This is a comprehensive guide to help you make the switch to GA4. Using GA4 will help you gain deep, data-driven insights and measure the performance of your website or app in a more comprehensive way.

    GA4 automatically collects event data, user information and app data

    Frequently asked questions when transitioning to GA4

  • 1. Do I need to create a new Google Analytics 4 property? No, you do not need to create a new GA4 property. You can migrate your existing Universal Analytics property to Google Analytics 4. However, we do recommend creating a new GA4 property if you want to start tracking data from scratch.
  • 2. What happens to my Universal Analytics property when I switch to GA4? Your Universal Analytics property remains active after you switch to Google Analytics 4. However, all data collected in your Universal Analytics property will only be accessible through the old reports.
  • 3. Should I use the new GA4 code snippet on all my websites and apps? Yes, we recommend using the new Google Analytics 4 code snippet on all your websites and apps. This ensures that you can track all your data in one place.
  • 4. What happens if I don't use the new GA4 code snippet on all my websites and apps? If you are not using the new Google Analytics 4 code snippet on all your websites and apps, you are missing out on important data collected by Universal Analytics.
  • 5. Can I use both GA4 and Universal Analytics at the same time? Yes, you can use both GA4 and Universal Analytics at the same time. However, we recommend using Google Analytics 4 as your primary analytics tool.
  • 6. What is cross-device tracking? Cross-device tracking is a new feature in GA4 that allows you to track users across devices and platforms without the need for cookies. This helps you better understand how users interact with your site or app on different devices.
  • 7. What is eCommerce tracking? The built-in eCommerce tracking feature in GA4 allows you to track sales and conversion data. This helps you better understand how your website or app is performing.
  • 8. What are user-oriented properties? User-oriented properties are a new feature in GA4 that allow you to track engagement over time and create remarketing target groups.
  • 9. How do I migrate my data from Universal Analytics to GA4? You do not need to migrate your data from Universal Analytics to GA4. All data collected in your Universal Analytics property can be accessed through the old reports.
  • 10. Can I use GA4 without migrating my data from Universal Analytics? Yes, you can use Google Analytics 4 without migrating your data from Universal Analytics. However, we recommend migrating your data to take advantage of all the new features and benefits GA4 has to offer.

    • Conclusion

    We took you through the world of Google Analytics 4, the latest version of Google's indispensable analytics tool. We looked at the basics of GA4, how to upgrade from Universal Analytics to GA4, best practices for GA4, and the importance of custom events and importing historical data. We also provided answers to frequently asked questions to address any potential concerns or uncertainties about switching to GA4.

    We want to emphasize that moving to GA4 is more than just a technical change; it's a step forward to better understanding your website and app users, and how they interact with your content. It allows you to analyze data in a more holistic and accurate way, so you can make better and more informed decisions for your business.

    We understand that this transition can seem complex, especially if you're used to Universal Analytics. Need help? We are ready to help you every step of this process and look forward to working with you to explore the possibilities GA4 has to offer!

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    Eline Tol
    Eline Tol

    About this schurq

    Online Marketing Consultant

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