What is the difference between ga4 and universal analytics

GA4 (Google Analytics 4) and Universal Analytics are two different versions of Google’s web analytics platform. Here are some key differences between them:

Data Model:

Universal Analytics: Uses a session-based data model that tracks interactions based on hits (pageviews, events, etc.) within a single session. It relies on cookies to track user behavior and assign sessions to users.

GA4: Utilizes an event-based data model that focuses on individual user interactions (events) across multiple sessions. It uses a combination of cookies and Google Signals (based on logged-in users) to track and identify users.

Data Collection:

Universal Analytics: Requires manual implementation of tracking code (usually via JavaScript) on every page and event you want to track. You can customize the data collection and use additional features through customization.

GA4: Streamlines data collection by automatically capturing certain user interactions, such as pageviews and clicks, without the need for extensive custom tracking code. However, some custom events might still require additional implementation.

User Identification:

Universal Analytics: Relies on client IDs and cookies for user identification, which might lead to some limitations, especially in cases like cross-device tracking.

GA4: Offers more advanced user identification options. It can leverage Google Signals to identify users across devices and can handle data from mobile apps and web seamlessly, providing a more holistic view of user behavior.

Reporting and Analysis:

Universal Analytics: Provides a wide range of standard reports and custom reports, allowing users to analyze website data in various ways.

GA4: Comes with a new interface and reporting features, including more focus on individual user behavior, engagement, and funnel analysis. Some traditional reports from Universal Analytics may not be available in GA4, and the reporting structure is somewhat different.

Machine Learning Capabilities:

GA4: Integrates machine learning for certain insights and predictions. It provides features like predictive analytics, churn probability, and audience insights based on user behavior patterns.

Data Controls and Privacy:

GA4: Offers more built-in data controls to help with privacy compliance and data retention. It provides a clearer separation of user and event data, allowing better control over how data is used and retained.