Google Analytics 4 (GA4) is the latest version of Google's analytics platform. It was released in October 2020 and is a significant upgrade from the previous version, Universal Analytics (UA). GA4 is designed to be more flexible, scalable, and privacy-focused.
Here are some of the key differences between GA4 and UA:
- Data model: GA4 uses an event-based data model, while UA uses a session-based data model. This means that GA4 tracks individual events, such as page views, button clicks, and form submissions, while UA tracks sessions, which are groups of related events that occur within a certain time period.
- Attribution modeling: GA4 offers a variety of attribution models, while UA only offers a few. This means that GA4 can give you a more accurate picture of how your marketing efforts are driving conversions.
- Privacy: GA4 is designed to be more privacy-focused than UA. This means that GA4 collects less data about users and makes it easier for users to control their privacy settings.
