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What is Google Analytics 4 Vs Universal Analytics?

Google Analytics 4 Vs Universal Analytics is now formally the recommended property type of Google Analytics. It used to remain App+Web Property when the situation was initial additional in beta. Why App+Web? The new property can track App and Web visits in a single Google Analytics property instead of separating those different platform visits into other GA belongings. In 2020, App+Web Possessions was rebadged and re-released as Google Analytics 4.

If you’re more of a video being, check out this side-by-side comparison of Google Analytics 4 vs Universal Analytics. It includes what the two possessions types look like, how to navigate to basic reports, and how they work. Then, read on below to get the full scoop!

What Happened Before Google Analytics?

Google Analytics has dramatically changed since primarily acquired in 2005. In April of that year, Google bought a creation called “Urchin Analytics” (this is where UTM limits or Urchin Tracking Modules come from), and it became the classic form of Google Analytics.

In 2013, the Universal Analytics (UA) platform bowled out and became typical for tracking. But following the March 16, 2022, statement from Google about GA4, we know that UA will remain deplored beginning in July 2023.

What Are People Doing Now?

Many of us scramble to learn about GA4 because we know the clock is ticking towards a defined end date. That might be you since this blog remains designed to orient us to GA4 by comparing it to UA. However, if you understand the background and want to skip implementation, you may want to check out these six essential tasks for GA4 setup.

But if you’re earlier to the starting line, let’s briefly review some of the essentials about Google Analytics and the GA4 belongings.

Can You Have Dissimilar Views in Google Analytics?

As of now, this is not obtainable in Google Analytics.

Historically, the “Google Analytics best repetition” was always to have the smallest of 3 different “Views” in a Google Analytics property. One opinion would be the “Master” view which should contain filtered data, goal following, and other customizations to the data. Google also optional a “Test” view, where new filters and goals could remain tested before being combined into the Master view. And finally, Google is optional an Unfiltered view, which would comprise all raw information as a backup.

Views were a keystone of Google Analytics, and it will be countless to see if and when Google incorporates them in Google Analytics.

How Does Google Analytics 4 Measure Users?

Data becomes into Universal Analytics from “cookie-based” following. A site with UA sends a cookie into the user’s web browser, allowing the platform to monitor and record web action on the site in enquiry during that user’s session. The dimension method is a session-based information model.

Giving to Google, Google Analytics 4 allows “businesses to measure across stages and devices using multiple forms of identity.” It includes first-party data and “Google signals” from users who have chosen into ads personalization. And Google Analytics 4 will be unmoving the use of cookies for tracking. However, instead of following sessions, Google Analytics has an event-based data model.

In a world where confidentiality is becoming increasingly important, it’s a fair statement that those cookies may become less and less prevalent. So it is arguably a net positive for humanity but now seems like a big negative for digital marketers.


Universal Analytics seems as though it remained built to be a complete collection of standard reports. Google Analytics has far fewer standard reports and seems greatest suited to use with custom reports or exporting data. Let’s compare Google Analytics 4 Vs Universal Analytics in acquisition reporting, one of the essential types of journalism in Google Analytics.

Acquisition reporting helps us to comprehend how various types of traffic are performing on our site. For example. If we want to compare organic search performance vs email vs social media in driving purchases or other changes.

We need Acquisition journalism. It helps us understand overall business and channel performance and provides insight into budget allocation decisions. Acquisition journalism in GA4 is fundamentally similar to acquisition reporting in UA. But yet, there are some key differences.

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