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A Guide - Universal Analytics versus Google Analytics 4

27 April 2022 Posted By: Solitus Technologies

It's been confirmed! Universal Analytics will stop processing new data on July 1, 2023, according to Google. Google is now urging Universal Analytics users to upgrade to Google Analytics 4 (the most recent version of GA).

Google Analytics 4 currently does not support historical data from Universal Analytics. Users must act before July 2022 to ensure that they have 12 months of data before Universal Analytics is deactivated.

Our digital marketing company in Kolkata will describe the differences between Universal Analytics and Google Analytics 4? Let's get started!

What is Google Analytics?

Google Analytics 4, a rebuilt analytics tool, will be released in October 2020. This is a follow-up to the earlier Universal Analytics version (or UA). GA4 offers an entirely new way to model data and even the potential to forecast future revenue, among other things.

GA4 has, on the other hand, received a mostly negative response. Indeed, several members of the digital marketing company in Kolkata have claimed that GA4 is terrible, unusable, and so dreadful that it makes them cry.

What is Universal Analytics (UA)?

In 2012, Google announced Universal Analytics, which radically transformed the way data was collected by the company. It provided improved coding for websites, allowing them to collect more accurate data. When Universal Analytics was first introduced, Google encouraged its users to transition to it.

While both Google Analytics and Universal Analytics (UA) provide user tracking options, the latter provides significantly more detail with tracking codes, unique User IDs, and even the ability to capture offline data from different sources such as Call Centers or other Lead Generation Systems.

Universal Analytics vs. Google Analytics 4

According to SEO company in Kolkata, There are various significant differences between Google Analytics 4 and Universal Analytics, but we'll focus on the top three in this blog.

1. Redesigned user interface (UI)

Universal Analytics' popular interface has been fully revamped in GA4. This drastic adjustment has left many users perplexed and enraged others.

2. Event-based tracking

Google Analytics 4 also has a new data model that is solely focused on events. This event-based model deviates from the standard "pageview" metric that Universal Analytics is built on.

3. Machine learning insights

With machine-learning-powered predictive analytics, Google Analytics 4 promises to "predict the future behavior of your consumers." As said by an SEO company in Kolkata This feature can "increase model quality by using shared aggregated and anonymous data." Doesn't that seem challenging?

Unfortunately, it only works if the relevant prediction condition was triggered by at least 1,000 returning users over seven days. It also won't operate if the model isn't maintained over a "period." If "the model quality for your property falls below the minimum threshold," according to Google, "Analytics will stop updating the associated predictions."

As a result, GA4's machine learning insights are unlikely to be useful to the vast majority of analytics users. In the end, GA4 is simply not ready to take the position of Google's Universal Analytics for the majority of users. There are just too many features that are lacking.

Wrap up

The now-required GA4 update will add new layers of complexity, leaving many inexperienced web analytics users and marketers asking if there is a better way.


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