If you are involved in digital marketing in any capacity, you likely have heard about Google’s Universal Analytics vs. GA4. Google is moving its current analytics and advertising tracking tool, Universal Analytics, to Google Analytics 4, and users must transition to Google Analytics 4 by June 20, 2023.
At Tandem, we are highly skilled in Universal Analytics, Google Analytics 4, Google Search Console, and all things digital marketing. Continue reading below to find out what these tools are, the pros and cons of each, and the importance of migrating before it’s too late.
What Is Universal Analytics (UA)?
Universal Analytics (UA), first introduced in 2012, is a Google-developed web analytics tool and service that allows website owners to track how visitors interact with their sites. UA collects data from different digital devices and channels, such as from desktop computers or mobile devices.
Website owners, advertisers, digital marketers, and more use Universal Analytics to gain insights into their website’s performance and visitor behavior. The data that gets collected through Universal Analytics helps such individuals understand how visitors interact with their website, identify areas for improvement, and make data-driven decisions to optimize their website’s overall user experience.
By using this data, the people who run these websites or online campaigns are capable of increasing conversions. The service is also used for marketing attribution, measuring the effectiveness of digital marketing campaigns, and improving overall business performance.
What Is Google Analytics 4 (GA4)?
Google Analytics 4 (GA4) is the newest version of the web analytics tool service offered by Google. GA4 was first introduced in 2020 and provides advanced features for tracking and analyzing user behavior across digital devices and channels. This includes mobile apps and web browsers.
GA4 is used to gain detailed insights into Universal Analytics (UA), a Google-developed web analytics tool service that allows website owners to track how visitors interact with their site. UA collects data from different digital devices and channels, such as mobile and desktop. UA was first introduced in 2012.
Universal Analytics is used by website owners to gain insights into their website’s performance and visitor behavior. The data that gets collected through Universal Analytics helps website owners understand how visitors interact with their website, identify areas for improvement, and make data-driven decisions to optimize their website’s overall user experience.
By using this data, website owners or SEO specialists are capable of increasing conversions. The service is also used for marketing attribution, measuring the effectiveness of the behavior, understanding customer journeys, and improving the website owner or app developer’s digital presence.
GA4 provides valuable information on your website or app performance, user demographics, and the effectiveness of your digital marketing campaigns. This allows businesses or digital marketing specialists to make data-driven decisions to improve user experience, increase conversions, and drive growth.
Pros and Cons of Universal Analytics (UA)
Pros:
- Provides a comprehensive set of tracking and reporting tools for website owners.
- Tracks user behavior across different digital devices and channels.
- Offers advanced features for data processing, such as cross-device tracking and user ID tracking.
- Offers a variety of reporting options, including real-time reports, dashboards, and custom reports.
Cons:
- Has limited support for tracking mobile apps.
- Requires manual tagging of campaign URLs for marketing attribution.
- Does not support cross-domain tracking by default meaning additional configuration is required.
- Does not support data streams, which limits real-time data processing capabilities.
Pros and Cons of Google Analytics 4 (GA4)
Pros:
- Advanced features for tracking and analyzing user behavior across different digital devices and channels, including mobile apps.
- Offers a more user-friendly interface with customizable data views and a more intuitive dashboard.
- Provides a more comprehensive view of customer journeys and engagement with a website or app.
Cons:
- Limited support for some custom tracking features that were available in Universal Analytics.
- Has limited integration with some third-party services compared to Universal Analytics.
- Requires a new implementation process for existing Universal Analytics users.
- Does not support some of the more advanced reporting options available in Universal Analytics.
The Importance of Migrating From UA to GA4
It is very important for any business owner or digital marketer to begin the transition from universal analytics to GA4. There are a few reasons why you must begin this transition.
- On July 1, 2023, Google will stop processing data properties in universal analytics. It is recommended that all website owners or digital marketers begin the transition as soon as possible.
- GA4 will have better integration with Google Ads. This means that any PPC specialist will be able to track and analyze their campaigns in a more efficient way.
- GA4 event-driven data model will allow you to track and analyze user interactions in a more detailed way. This means you will be able to track specific user actions. These include clicks, form submissions, and video plays. You will also gain insights into consumer behavior that were not possible in Universal Analytics.
Tandem Knows Google Analytics 4 – Do You?
While universal analytics does offer comprehensive tracking and reporting tools, GA4 offers that and more advanced features for analyzing user behavior across digital devices and channels. It is important for website owners or digital marketers to begin the transition from UA to GA4 as soon as possible. Though after the transition, former UA users will have an opportunity to download their old data, as stated above, Google will stop processing any new data properties in UA on July 1, 2023.
But what if you don’t know how to begin the migration? Don’t worry. The hive at Tandem is here to help. Our PPC specialists and SEO specialists can help you streamline the transition process.
Give us a buzz today and learn how we can make our digital marketing services work for you.
