Ga4 Vs Ua: a Survival Guide
In the wild world of data, a new species has evolved: Google Analytics 4 is poised and ready to take over the analytics landscape in 2023.
But don’t panic — we’ve spent some time interacting with this newcomer to the data ecosystem. And while many have reacted to GA4 with annoyance or apprehension, we believe that like most new and scary things, GA4 is just misunderstood.
Explore the features and nuances of Google Analytics 4 in this survival guide, where you’ll find answers to commonly asked GA4 vs UA questions, plus valuable resources to help you successfully navigate this new and unprecedented territory.
Google Analytics Quick Facts
Google Analytics has been around in one form or another since 2005. If you’re like most marketers, this interface is a big part of your professional experience. Even the Universal Analytics framework is nearly ten years old, which is significant for mental muscle memory, to say nothing of your day-to-day processes and reporting. Here are some key facts and dates to keep in mind when you’re talking to executives about your GA4 transition:
- Google Analytics launched in 2005
- Google’s Universal Analytics iteration first rolled out in 2013
- Approximately 28 million websites use Google Analytics
- Google has the largest market share of web analytics companies
- Universal Analytics will stop tracking data as of July 1, 2023
What does this mean for your business? In short, any decisions your organization currently makes based on analytics from your web properties could be in jeopardy if you don’t make the switch to GA4 by mid-2023. If you haven’t started the switch already, you are losing valuable year-over-year metrics.
But it’s not too late. If you’ve had trouble convincing your leadership of the need to make the leap, or if other priorities have made it impossible to plan your transition before now, you can still catch up. You may need more support to make the deadline, but if you start with the basics and keep moving forward, you’ll be up and running with your GA4 instance in no time.
GA4 vs UA: The Basics
Whether you’re brand-spanking-new to GA4 or already in transition mode, it’s good to build on a solid foundation. At a basic level, the first thing you’ll notice when you compare Universal Analytics and the new Google Analytics 4 platforms is that the data doesn’t match. Thanks to a completely different underlying data model, the structure and outputs of the platforms do diverge.
Looking at a side-by-side comparison of UA and GA4 can be helpful as you start thinking through how to structure your migration.
| Universal Analytics | Google Analytics 4 |
| Session-based data model | Event-based data model |
| Pre-defined reporting | Custom reporting |
| Clickable interface | Secondary dimensions that require setup |
| Legacy privacy features | Advanced privacy and security measures, including ability to deactivate Google Signals and no longer store IP addresses |
As you can see, even some of the bare-bones features of GA4 are incredibly different from UA. But what does this mean when it comes to using the platform?
In our (pre-recorded, ungated) half-hour lunch-and-learn session, you’ll get a laid-back look at how these differences play out in practice, and learn some of the basic features and functionality of the platform. Our team dives into the interface, showing you step-by-step examples of what’s changing, what’s new, and how to find what you’re looking for in GA4.
GA4 vs UA: The Pain Points
“My views are gone!”
“No more bounce rate? GA4 sucks.”
“I hate GA4’s user interface.”
By now you’ve probably heard these complaints about GA4. Maybe you’ve voiced them yourself. Maybe you’ve even used harsher language than we can write here. No judgment.
Sometimes it helps to know there’s a method behind the madness. We’ve taken a deeper dive into some of the most common issues marketers have with GA4, and discovered the “why” behind those changes – plus some reasons they may actually benefit your business.
If your team is threatening to revolt over your GA4 migration, or if your upper management doesn’t understand what the hubbub is all about, we can help.
GA4 vs UA: The Showdown
So, given all this information, which is better: Universal Analytics or Google Analytics 4?
It depends on what you mean by “better.”
The two platforms are incredibly different, so it would be hard to make an even comparison. However, we can say that GA4 has a high potential value for businesses that adapt to the platform.
Ultimately, the GA4 vs UA match isn’t a fair fight. Come July 2023, Universal Analytics is out for the count. But what you choose to do in the meantime could mean the difference between emerging victorious or limping out of the ring with broken ribs (proverbially speaking, we hope).
We stacked the odds and pitted the two platforms against each other with an in-depth analysis of the differences, pitfalls, and potential upsides for companies making the move to GA4. Although the 2023 deadline does ultimately make the cage match a moot point, comparing the platforms can help you spot opportunities to improve your processes and take advantage of the different features and functionality you’ll find in GA4.
GA4 vs UA: The Transition
Once you’re ready to go all-in with your GA4 migration, the real challenge begins.
Because UA and GA4 use different data models and reporting systems, transitioning to GA4 isn’t exactly like flipping a light switch. It requires you to evaluate your current data reporting and how it’s used, and then create your own views and reports based on what KPIs you’re targeting.
This process may sound complicated, but our analytics experts outlined a basic framework for GA4 migrations that can help you save time and stay on track to meet the 2023 deadline, so your transition goes smoothly, and your results drive solid business decisions from Day One.
6 key steps to migrate to Google Analytics 4
GA4 vs UA: The Tailoring
Once you’ve gotten your GA4 migration underway, you’ll quickly find that the comforting array of built-in reports you rely on in UA didn’t quite make the leap to Google Analytics 4. But don’t panic. While switching from UA means you give up those pre-packaged views, what you gain from GA4 is the opportunity to collect data and analyze it in ways that make the most sense for your business.
In most cases, you can assemble reasonable matches for your regular UA reporting, and then customize for your own unique needs. While this does take some additional time initially, once you’ve set up your own custom reports, you might find this difference is more of a feature than a bug.
GA4 vs UA: The Outcome
No matter your business model or industry, you’re bound to feel the impact of Google Analytics 4. But with a little guidance, this mighty tool can become your ally instead of your enemy.
For more ideas on how to take the plunge to GA4, talk to an expert at Fusion Alliance. Don’t forget to bring your sense of adventure!
Feeling stuck with GA4? We can help.
Our team helps organizations with end-to-end GA4 migrations, but we also step in for more tightly scoped problem-solving like custom integrations, dashboard creation, and training. Let us know what you’re dealing with, and we can set up a free discovery call to help you work through it.
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