Differences between GA3 vs. GA4

☝ Google Analytics 4 is still new and may have unidentified differences or limitations compared to Universal Analytics.

Here are some of the main differences between Universal Analytics and Google Analytics 4 :

1. Data model: Universal Analytics uses cookies and unique identifiers to track users, while Google Analytics 4 uses an event-based model and separate user identifiers.

2. Engagement metrics : Google Analytics 4 takes into account interactions with content beyond the simple page view, such as time spent on content, scrolling, content sharing, and so on. Universal Analytics focuses more on basic metrics such as page views, bounce rates, sessions and conversions.

3. Report customization options: Google Analytics 4 offers more report customization options than Universal Analytics, especially for user flow reports.

4. Integration with Google Ads: Google Analytics 4 is designed to work closely with Google Ads, offering a better understanding of how advertising campaigns work in terms of conversion.

5. Machine learning : Google Analytics 4 uses machine learning to provide deeper insights into data, such as predicting performance and identifying high-value user segments. This functionality is absent from Universal Analytics.

6. Data structure : Google Analytics 4 uses a simplified and more flexible data structure, enabling users to collect customized data more easily than in Universal Analytics.

7. Native export to BigQuery: Offers advanced SQL query capabilities to explore large and complex datasets, combining Google Analytics 4 data with other data sources. This makes it possible to create customized dashboards and reports, use machine learning tools to predict future trends, and model data.