The organic search analytics tool, Google Universal Analytics (UA), is shutting down on July 1st, 2023. Hits will no longer be processed from this date forward. The switch comes from the push to move data processing to Google Analytics 4 (GA4), which is now the default property. All businesses will have to transition to GA4. You might not feel 100 percent comfortable with the new platform and might feel a sense of nostalgia as UA turns off. But there’s no reason to fear the unknown. In this post, we’ll examine the difference between GA4 and Universal Analytics so you can prepare for the shift accordingly.
The Difference Between GA4 and Universal AnalyticsThe key difference between GA4 and Universal Analytics is how they collect data. Universal Analytics is hit-based, recording data such as page hits, events, ecommerce details, and social interactions. On the other hand, GA4 is event-based, recording all interactions as such. With Google Analytics, any interaction (event) gets classified as one of four event types, broken down into more detail in an “Enhanced Event Structure” view. The four event types are:
- Automatically collected events: Events GA4 tracks automatically.
- Enhanced measurement events: Events you can track without having to configure in Google Tag Manager.
- GA4 recommended events: Events GA4 recommends to you based on their relevance.
- Custom events: Events that you can create.