Universal Analytics vs. Google Analytics 4: What's the Difference?
Posted: Wed Sep 24, 2025 11:03 am
The main feature of Google Analytics 4 is a new data collection concept based on events (event-based architecture). In UA, only certain types of requests were considered events; in the new version of Analytics, any user action is an event.
While data collection previously focused on "sessions" (average visit time, number of page visits, and pages viewed), the focus has now shifted to "events." By analyzing user actions, you can better understand your customers and tailor offers to them.
Benefits of GA4
Besides the new data collection concept, GA4 has at least 3 more advantages.
Cross-platform analytics. Marketers now portugal telemarketing database have the ability to combine two analytics tools in one place: GA4 works not only with websites but also with mobile devices. If a user visits a company's website on a computer today and then accesses a mobile app on a phone tomorrow, the analytics system will link all sessions into a single report. This way, you can get the most complete picture of the user journey.
Opting out of third-party cookies. In January 2024, Google will limit its use of user data online. The fourth version of Analytics is one of the steps in this process. The updated tool will significantly reduce the number of cookies used, and GA4 will use internal identifiers. IP anonymization is enabled by default and cannot be overridden.
Artificial Intelligence. A key component of GA4 is Machine Learning, which makes the system's forecasts more accurate. GA4 can:
predict the likelihood of conversions and, based on this data, create audiences for Google Ads ;
anticipate an increase in demand;
warn about possible customer churn;
detect anomalies in reports.
Having examined the advantages of the fourth version, we also highlighted its pros and cons.
Pros of GA4
Easy setup. Google Tag Manager allows you to create goals in GA4 in just a few clicks. Using the container, you can add events, goals, and third-party code to your site without involving a developer. Information is transferred from GTM to the system within 48 hours.
Integration with DV360 and Firebase. This will allow you to obtain more accurate data.
Free BigQuery integration. Now it's easier to upload data to databases: previously, linking UA and BigQuery required a paid BQ subscription.
DebugView. This feature records events down to the second, allowing you to obtain user data in real time and troubleshoot tag-related issues if necessary.
Cons
No "associated conversions." Many specialists at UA frequently referred to this parameter, but it's no longer present in the new version.
User Experience. From a usability perspective, the updated interface feels more complex. In the previous version, the necessary parameters could be intuitively found on the left side of the screen; now, stumbling upon the right button is no longer an option—you need to know where to look.
Why it's important to switch to GA4 now
Because Universal Analytics will cease operations on July 1, 2023, what will happen to the data collected over the years is still unknown. Google experts recommend switching to GA4 as soon as possible to begin collecting data there. Google representatives estimate the transition will take approximately 30 days. Due to the high load on the system, the data migration alone could take up to two weeks.
For those who forget to upgrade to version 4 before July, Google will automatically create a GA4 resource, copying all settings from UA. However, it's best to create the resource yourself in advance to start collecting data and statistics in the new interface.
While data collection previously focused on "sessions" (average visit time, number of page visits, and pages viewed), the focus has now shifted to "events." By analyzing user actions, you can better understand your customers and tailor offers to them.
Benefits of GA4
Besides the new data collection concept, GA4 has at least 3 more advantages.
Cross-platform analytics. Marketers now portugal telemarketing database have the ability to combine two analytics tools in one place: GA4 works not only with websites but also with mobile devices. If a user visits a company's website on a computer today and then accesses a mobile app on a phone tomorrow, the analytics system will link all sessions into a single report. This way, you can get the most complete picture of the user journey.
Opting out of third-party cookies. In January 2024, Google will limit its use of user data online. The fourth version of Analytics is one of the steps in this process. The updated tool will significantly reduce the number of cookies used, and GA4 will use internal identifiers. IP anonymization is enabled by default and cannot be overridden.
Artificial Intelligence. A key component of GA4 is Machine Learning, which makes the system's forecasts more accurate. GA4 can:
predict the likelihood of conversions and, based on this data, create audiences for Google Ads ;
anticipate an increase in demand;
warn about possible customer churn;
detect anomalies in reports.
Having examined the advantages of the fourth version, we also highlighted its pros and cons.
Pros of GA4
Easy setup. Google Tag Manager allows you to create goals in GA4 in just a few clicks. Using the container, you can add events, goals, and third-party code to your site without involving a developer. Information is transferred from GTM to the system within 48 hours.
Integration with DV360 and Firebase. This will allow you to obtain more accurate data.
Free BigQuery integration. Now it's easier to upload data to databases: previously, linking UA and BigQuery required a paid BQ subscription.
DebugView. This feature records events down to the second, allowing you to obtain user data in real time and troubleshoot tag-related issues if necessary.
Cons
No "associated conversions." Many specialists at UA frequently referred to this parameter, but it's no longer present in the new version.
User Experience. From a usability perspective, the updated interface feels more complex. In the previous version, the necessary parameters could be intuitively found on the left side of the screen; now, stumbling upon the right button is no longer an option—you need to know where to look.
Why it's important to switch to GA4 now
Because Universal Analytics will cease operations on July 1, 2023, what will happen to the data collected over the years is still unknown. Google experts recommend switching to GA4 as soon as possible to begin collecting data there. Google representatives estimate the transition will take approximately 30 days. Due to the high load on the system, the data migration alone could take up to two weeks.
For those who forget to upgrade to version 4 before July, Google will automatically create a GA4 resource, copying all settings from UA. However, it's best to create the resource yourself in advance to start collecting data and statistics in the new interface.