Google Analytics 4 vs Universal Analytics: Understanding the Significant Differences

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Google Analytics 4 (Ga4), formerly known as App + Web propertyis the new version of Analytics launched on October 14, 2020.

The significant difference between Google Analytics 4 and Universal Analytics is the measurement model that they are using. Universal Analytics uses a measurement model based on page views and sessions. But Google Analytics 4 uses a measurement model based on events. In this article, we'll explore the differences between GA4 vs UA, and help you decide which one is right for your business.

Key Features and Challenges of GA4 vs UA - Which One is Right for Your Business?

In this section, we will dive into the key features and challenges of Google Analytics 4 and Universal Analytics. By understanding the strengths and weaknesses of each platform, you can determine which one is the best fit for your business needs.



Key Features Of Google Analytics 4 (Ga4)

  • Ga4 allows us to modify and collect events and conversions without the help of developers. 
  • Ga4 will enable you to set up cross-domain management easily. Through that, we can easily measure the user journey across various domains.
  • Ga4 has both lifecycle and eCommerce reporting that helps to understand the E-commerce funnel better.
  • Ga4 has the feature of Data Import for both App and Web events. This feature allows you to transfer data to your Google Analytics 4 property. 

Key Features Of Universal Analytics

  • Universal Analytics provides a unique User ID to every user visiting the website. It helps improve the reporting and then make sure all the activities from a User ID are coming from the same user.
  • Universal Analytics helps to create both custom metrics and custom dimensions. You can use both of them to collect and analyze data that Universal Analytics doesn’t automatically track. 
  • Another one is the advanced segment. With the help of this, you can segment your users based on how they found you.
  • Universal Analytics provides three tracking codes that help to collect more insightful information about website users.

Challenges with Google Analytics 4 (Ga4)

  • Ga4 does not have any feature to calculate the non-google campaign expenses. We need to integrate with third-party sites.
  • Ga 4 change history does not reflect all API secret activities.

Challenges with Universal Analytics

  • Universal Analytics does not support Cross-device reporting.
  • Data Processing Latency in Universal Analytics is 24-48 hours. So, generally, the universal analytics reports will get refreshed only once a day.


Nowadays, both universal analytics and google analytics 4 is familiar to everyone. Web admins rely on both as Google Analytics allows keeping both features on the same websites. It helps us understand our data from a different perspective. However, with the launch of GA4 in October 2020, businesses are now considering migrating to the new platform. If you're one of them, check out our GA4 migration Services for a smooth transition. We hope this article has helped you understand the differences between GA4 vs UA and which one is right for your business.