Google Analytics has long been a powerful tool for businesses and website owners to track and analyze user behavior. However, as technology evolves, so does the need for more advanced analytics solutions. Google Analytics 4 (GA4) and Universal Analytics are two distinct versions of the platform, each with its own set of features and capabilities. In this blog post, I’ll explore the key differences between GA4 and Universal Analytics to help you make an informed decision about which one is right for your analytics needs.

  1. Data Collection and Event Tracking:

One of the most significant differences between GA4 and Universal Analytics is how they collect and track data. In Universal Analytics, data is primarily collected using pageviews and events. While this approach has served well for years, it can be limited in capturing the full user journey, especially in today’s multi-device, multi-platform world.

GA4, on the other hand, emphasizes event-based tracking from the beginning. This means that virtually every interaction on your website or app can be tracked as an event, offering a more granular and comprehensive view of user behavior. This shift to event-based tracking allows for a deeper understanding of user engagement and conversion paths.

  1. User-Centric Measurement:

GA4 introduces a user-centric approach to tracking, which focuses on individual users rather than sessions. This is a significant departure from the session-centric model used in Universal Analytics. In GA4, each user is assigned a unique user ID, enabling you to track their interactions across devices and platforms more accurately. This is crucial in understanding the customer journey and optimizing user experiences.

  1. Cross-Platform Tracking:

With the proliferation of mobile devices and apps, cross-platform tracking has become increasingly important. GA4 is designed with this in mind and provides better support for tracking user interactions across websites and mobile apps seamlessly. Universal Analytics, while capable of tracking mobile app data, requires additional setup and configuration.

  1. Predictive Metrics and Machine Learning:

GA4 leverages machine learning to provide predictive metrics, which can be incredibly valuable for understanding user behavior and making data-driven decisions. Universal Analytics lacks this feature, meaning that GA4 users have access to more advanced insights and recommendations.

  1. Enhanced Reporting:

The reporting capabilities in GA4 have been improved compared to Universal Analytics. GA4 offers a more user-friendly interface with customizable dashboards and simplified report navigation. Additionally, GA4’s reports are designed to provide deeper insights into user engagement, retention, and conversion paths, making it easier to derive actionable insights. I will add that some of the ad hoc reports that us marketers create occasionally can be a bit more cumbersome to build though.

  1. Event Tracking and Conversions:

Event tracking in GA4 is more flexible and allows for easier customization compared to Universal Analytics. Additionally, setting up and tracking conversions in GA4 is more intuitive, thanks to its event-based approach. This makes it simpler to measure specific user interactions that are essential for your business goals.


In summary, Google Analytics 4 (GA4) and Universal Analytics are two distinct analytics platforms, each with its own strengths and capabilities. While Universal Analytics has been a reliable tool for many years, GA4 represents a significant evolution in the world of web and app analytics. GA4 offers improved data collection, cross-platform tracking, user-centric measurement, machine learning insights, and enhanced reporting.

Thanks for reading!

David Gengler