Google Analytics 4 Vs Universal Analytics
Universal Analytics was created at a time when audience traffic was desktop-oriented, focused on independent sessions, and observed data primarily through cookies.
We’re here to tell you that’s no longer the case. This type of data tracking is almost already obsolete as it leaves out a lot of information about your audience's habits, retention, and engagement time. When it comes to tracking audience data, Universal Analytics just can’t keep up.
Introducing GA4, designed to help businesses stay ahead with their evolving audience. GA4 was introduced nearly three years ago and has received a major glow-up thanks to Google’s updates and implementations.
GA4 is tricky. It brings significant change to how we look at old data (data we’re used to seeing with UA) while introducing new metrics, reports, and technology we have yet to explore. We are being transitioned from a web session-driven data model to an event-driven one, meaning that we will be watching how people use the internet across devices rather than in single sessions.