The new Google Analytics 4 (GA4) that has replaced Universal Analytics is the latest version of Google Analytics tools and data model. It is designed to help businesses and website owners understand their online audience, track user behavior, and measure the effectiveness of their marketing efforts. GA4 introduces several new features and improvements:
- Mobile analytics data — provides measurements and insights for websites and web & mobile apps.
- Increased user privacy — Google Analytics 4 doesn’t rely solely on cookies.
- Improved measurement model — GA4 is capable of recognizing and measuring multiple types of human interaction “events”, including: Pageviews, Scrolls, Outbound clicks, In-site searches, Video engagement metrics, and File downloads.
- Improved Reporting — GA4 delivers better funnel reports, including cross-platform analysis. You can use the platform to identify key steps in the customer journey and see where users enter and drop out.
How to migrate to Google Analytics 4
Google Analytics 4 has replaced Universal Analytics. Starting July 1, 2023, standard Universal Analytics properties stopped processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024.) Learn more
Comparing metrics: Google Analytics 4 vs. Universal Analytics
As you set up Google Analytics 4, you may want to compare the reported results in your Google Analytics 4 property against those in your Universal Analytics property. This article explains the extent to which you can and cannot compare metrics between Universal Analytics and Google Analytics 4.