Difference Between GA4 vs UA for Digital Analytics

Difference Between GA4 vs UA for Digital Analytics

To stay ahead in the fast-paced field of digital analytics, you need to know a great deal about the tools you can use. Universal Analytics (UA) and Google Analytics 4 (GA4) are two well-known systems, but they work and look in different ways. It’s important for marketers and website owners to know the differences. This complete guide will look at the main differences between UA and GA4 metrics and explain how these differences affect your analysis insights.

What is the difference between Universal Analytics (UA) and GA4?

1. Tracking Based on Events

The main difference between UA and GA4 is how they collect and look at data. There may be data gaps in UA’s tracking of different user activities because it relies on traditional page views. GA4, on the other hand, uses an event-centric approach, which means that every contact with a user is an event. This not only gives a better picture but it also makes it easier to use different reporting tools to analyze the data.

2. Keeping track of mobile apps and websites

GA4 is a big step forward because it easily combines data from mobile apps with data 1from regular website monitoring. In UA, tracking mobile apps needed a separate Property. GA4 brings all tracking actions together on one platform. This all-around method helps website owners see how users interact with their content on all platforms.

3. Cookies and no IP address Tracking

Privacy is very important in the digital world, and GA4 makes big steps in that area. By not using third-party cookies and not collecting IP addresses, GA4 creates a safe space for privacy. Instead, it uses AI and first-party cookies to fill in the blanks in data, which is in line with big privacy laws like GDPR and the California Consumer Privacy Act.

4. Machine Learning

GA4 shows off the power of machine learning by letting you use predictive measures that give you insights into the future. Purchase probability, churn probability, and predicted revenue are all observed. This helps marketers focus their efforts on improving conversion rates and coming up with proactive retention strategies. A notable trait missing from UA is this machine learning integration.

5. Better integration of products

Google Ads, Google Merchant Center, and Big Query are just a few of the Google tools that work well with GA4. This better integration makes the process more streamlined and lets users find groups that are highly engaged and target them effectively in Google Ads. Big Query, which was previously only offered to GA 360 users, is now free for all GA4 users. It provides a multi-cloud, serverless data warehouse.

6. Dashboards that can be customized

GA4 gives users the power to rearrange data cards, giving them a more personalized analytical experience than UA, which doesn’t let users modify report pages. This option for customization makes the experience better for users and makes it easier to do in-depth analysis.

7. Better Searching with the GA4 Search Bar

GA4 adds an easy-to-use search bar that is better than UA’s features. Not only does the search bar let users look for specific reports and insights, but it also suggests answers as they type. This improved search function makes the whole user experience better and makes it easier to get data.

What do UA and GA4 have in common?

Even though GA4 has some new and exciting features, it is still a lot like Universal Analytics in some ways:

  • Data and Reporting Features: Both systems have similar data and reporting features, so users moving from UA to GA4 will have an easy time.
  • Pricing: Both GA4 and UA are free analytics tools, so users don’t have to pay much for them. This part makes sure that a lot of different organizations can reach it.
  • Interface: The user interface of GA4 is similar to that of Universal Analytics, which makes it easy to use. People who already know how to use UA will find GA4 easy to use.


When you look at Universal Analytics next to Google Analytics 4, it’s clear that GA4 is a big step forward in digital analytics. GA4 is a great choice for companies that want to use advanced analytics because it focuses on events that include machine learning, better product interaction, and privacy-focused features.

Even though UA is still a useful analytics tool, GA4 is a better choice for those who want to stay ahead in the constantly changing digital world because it automates event tracking, has predictive measures, and offers more customization options. It’s not just a change to move to GA4. It’s a strategy move to use the power of data-driven decision-making in a privacy-conscious and technologically advanced setting. Google Analytics 4 is the next generation of digital analytics. It will open up new opportunities for your business or website

Are you ready to upgrade your online visibility and data analysis? Your trusted digital marketing agency, Intellistall, can help you make the switch from Universal Analytics (UA) to cutting-edge Google Analytics 4 (GA4). Get the most out of your data, make it easier to track users, and stay ahead in the digital world.

Let Intellistall show you how to get the most out of GA4 so you can grow faster than ever. Get in touch with Intellistall, the best digital marketing agency, right away to start your road to data-driven success with the help of our experienced professionals. Start planning your digital future now!”


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