organic search analytics

Universal Analytics is Shutting Down: Discover the Benefits of GA4

Carl Hiehn Senior Account Strategist at Pedestal Search

Carl Hiehn Senior Account Strategist

May 12, 2022 | 4 Min Read

Article updated on May 2, 2023

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 Analytics

The 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:
  1. Automatically collected events: Events GA4 tracks automatically.
  2. Enhanced measurement events: Events you can track without having to configure in Google Tag Manager.
  3. GA4 recommended events: Events GA4 recommends to you based on their relevance.
  4. Custom events: Events that you can create.
Aside from having a different data collection method, Google Analytics 4 presents data differently than the Enhanced Event Structure mentioned above. GA4 has done away with views and uses “data streams” instead. With this new feature, you can adjust filters to study data similarly to Universal Analytics.

GA4 benefits compared to Universal Analytics

GA4 benefits overshadow those of Universal Analytics; the switch makes data collection and interpretation easier. One of the standout benefits of Google Analytics 4 is better detection of data anomalies, which allows you to more efficiently explain discrepancies to clients. A further look at Google Analytics 4 reveals that it’s more streamlined than Universal Analytics regarding how it presents data and the reporting options it provides. Of course, this is just a surface-level breakdown of its advantages.

GA4 focuses more on the user journey

Google Analytics 4 allows you to measure user interactions across all platforms, which offers you an all-encompassing, holistic view. For example, if a visitor arrived at your site via mobile device, hit “sign up,” and then downloaded your app, you could track their journey from start to finish. You can piece these individual datasets together and analyze them in one hub.

GA4’s user interface is more user-centric

The user buckets we’re familiar with in Universal Analytics are great but not quite in line with marketers’ goals. Google Analytics 4 allows for more user-oriented reporting thanks to its four buckets: audience, acquisition, monetization, and retention. You can even drill down your audience report to define specific types of users, such as mobile users, purchases, etc.

Easier conversion/event tracking

GA4 allows you to mark any event as a conversion, a feature that Universal Analytics didn’t have. And unlike Universal Analytics which only allowed you to track twenty conversions per reporting view, GA4 will enable you to track as many conversions as you need. Lastly, you can modify or create a new event based on the occurrence of other events (and parameters).

Automated event tracking

This feature saves time and effort. Google Analytics 4 lets you automate certain events, which you couldn’t do in Universal Analytics. These events include outbound link clicks, video engagements, file downloads, and scroll activity.

Easier cross-domain tracking setup

You’ve probably had your share of hiccups trying to keep track of multiple domains in Universal Analytics. Fortunately, GA4 streamlines cross-domain tracking. Simply configuring your domains in the admin section allows you to conduct cross-domain tracking without additional tagging like Universal Analytics.

GA4 offers more custom dimensions and metrics

Universal Analytics was limited to providing just twenty custom dimensions and metrics. GA4, on the other hand, supports seventy-fiveof them: fifty event-scoped custom dimensions and metrics and twenty-five user-scoped custom dimensions.

Quick data validation and auditing

Debugging your setup is a necessary part of validating your analytics configuration. Of course, it can be very time consuming and a hassle depending on your experience. Fortunately, GA4 simplifies debugging with DebugView, a real-time reporting tool that monitors event data. You can even isolate data sets to analyze data from specific devices if you need to.

Google Analytics 4 Offers Predictive Analytics Capabilities

A highly anticipated feature of Google Analytics 4 is its predictive analytics ability. Using machine learning, GA4 can predict the potential actions of users, allowing you to spot visitors who may convert. Its predictive ability also generates probabilities on churn (users who may not be active after seven days) and revenue potential.

Other GA4 features

GA4 allows other handy features. One capability many users will enjoy is its ability to collect data for both websites and apps. This newer platform also features more robust and user-friendly data visualizations, making data interpretation easier and faster.

The future of organic search analytics with Pedestal Search

Using Google Analytics 4 versus Universal Analytics doesn’t change the need to have good interpretative skills. It also doesn’t make the ability to make decisions based on data insights obsolete. If these skills aren’t your forte, don’t hesitate to contact a marketing agency such as Pedestal Search to help you interpret your data and build marketing strategies around it. Are you looking to develop a comprehensive marketing strategy? Get in touch with us to make help you get started.


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Carl Hiehn Senior Account Strategist at Pedestal Search

Carl Hiehn

Senior Account Strategist

With over seven years of digital marketing experience, Carl leads Pedestal's Account Strategist team. He holds a degree in professional writing from York University and a certificate in digital marketing from the University of Toronto. Before narrowing in on SEO at Pedestal, Carl worked as a content writer, social media manager, and digital ads manager in the travel & tourism industry. He has worked at internationally lauded companies such as Intrepid Travel and Outward Bound Canada, as well as boutique businesses such as Out Adventures.