What are the Advantages of GA4 over Universal Analytics ?

UA (Universal Analytics) and GA4 (Google Analytics 4) are both versions of Google’s analytics platform, but they differ in terms of their features, tracking methods, and approaches to data analysis. Here are some basic differences between the two:

Tracking Methodology:

UA (Universal Analytics): UA primarily uses cookies to track user interactions and sessions on a website. It relies on pageviews, events, and other tracking methods to collect data.
GA4 (Google Analytics 4): GA4 introduces an event-based tracking approach. It uses an event-driven model to capture user interactions, making it more flexible for tracking various types of events and activities beyond traditional pageviews.

Data Collection:

UA: Focuses on tracking pageviews and events within a session. Events need to be manually configured in UA to track specific user interactions.
GA4: Emphasizes event tracking from the beginning, allowing you to track a wide range of user interactions as events without as much manual setup.

User-Centric Approach:

UA: Primarily session-focused, meaning it tracks user interactions within a single session on a website.
GA4: Adopts a user-centric approach, allowing you to track user interactions across multiple devices and sessions, providing a more comprehensive view of user behavior.

Cross-Platform Tracking:

UA: Cross-device tracking requires additional setup and configuration.
GA4: Supports cross-device tracking by default, providing insights into how users interact with your content across different devices.

Event Tracking:

UA: Events need to be manually defined and implemented using code.
GA4: Provides a more flexible and automatic event tracking system. It tracks predefined and custom events more seamlessly.

User Identity:

UA: Uses the concept of “Client ID” to identify users within a session, which can lead to challenges in cross-device tracking and user identification.
GA4: Introduces a more sophisticated user identification system that allows for better tracking of individual users across sessions and devices.

Reports and Analysis:

UA: Offers a set of predefined reports focused on sessions, pageviews, and events.
GA4: Offers more advanced and customizable reporting, including enhanced options for analyzing user behavior, engagement, and conversion paths.

Integration with Google Signals:

UA: Provides limited integration with Google Signals for cross-device data.
GA4: Offers enhanced integration with Google Signals, allowing for better cross-device tracking and reporting.


UA: Google has announced that UA will eventually be deprecated, and new features may be limited.
GA4: Positioned as the future of Google Analytics, with ongoing development and innovation.

It’s worth noting that GA4 represents a significant shift in how Google approaches web analytics, with an increased focus on user behavior, privacy, and more robust tracking capabilities. If you’re starting a new analytics implementation or looking to upgrade, considering GA4 would be a wise choice given its alignment with current and future industry trends.