The key differences between Universal Analytics and GA4 metrics

Google Analytics 4 (GA4) is now the default version of Google Analytics, with Universal Analytics (UA) being retired on 1st July. If you’re confused with the metrics available in GA4, we’ll demystify this so that you can easily understand the new GA4 metrics, and highlight any differences and similarities with UA metrics.

Different data models

UA was based on sessions and pageviews. In contrast, GA4 is based on events and parameters. They both collect data, but the output in reports will look different.

If you compare stats from Universal Analytics with GA4, you may see that there is a discrepancy between the statistics. This is due to the new way the data is recorded which makes it more accurate.

For example, the default session timeout for both Universal and GA4 analytics is 30 minutes. However, universal analytics can generate a new session if someone clicks on a UTM promo code (e.g. https://www.engageweb.co.uk/?utm_campaign=blog&utm_source=facebook&utm_medium=organicsocial). This tells Google Analytics where a specific link has come from and enables you to track your marketing.

Conversions in GA4 or Goals in Universal Analytics are shown differently as well. For example, if someone in the same session did another event on your site, this would not be logged in Universal Analytics as another goal, but with GA4 this is more intelligent and will show you this. Therefore, you’re getting better reporting from GA4.

If you haven’t setup GA4 yet, you need to do this right away, as Universal Analytics will soon stop recording data – if it hasn’t already. Therefore, install GA4 to continue to monitor the traffic to your website.

If you’re looking to increase traffic to your website or are looking to have your website redesigned, look no further than Engage Web; have a chat with our friendly team to find out more about how we can help your business.

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Jonathon Roberts

Jonathon lives and breathes marketing, boasting a degree in Business Management and Marketing Management and a diverse list of experiences both professional and voluntary. Having grown up in the thick of the digital and social media age, he has been quick to dive into online marketing and search engine optimisation in his career and spare time, spanning such fields as academics, local business and sport.

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