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GA4 vs UA: Everything You Need to Know About Making the Switch

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The modern business world relies heavily on digital data in order to help improve customer experience and achieve success. Technology has allowed for a lot of advancement in the marketplace. With the prevalence of the digital age, data has become one of the most important resources any company can own. In many ways, the new landscape of modern business has made data king. 

Why is Data So Important?

Data has become the lifeblood of what pushes successful companies forward and there are a lot of factors that play into that. One of the most compelling reasons that companies want to acquire their data and analyze it, is simply the fact that the modern market has introduced more competition than ever before. Thanks to massive search engines like Google and the sheer accessibility that is available for the modern consumer, it’s never been more challenging to secure customer loyalty. 

The internet has moved a lot of the interactions in commerce to the digital space. Juggernaut online shopping experiences like Amazon have threatened the viability of brick-and-mortar models, and more and more experiences, in general, are moving to a digital sphere. Even things like purchasing a home or car can happen almost entirely in a virtual space. 

Every interaction that happens in this plain creates data and that data is one of the most powerful ways that companies can analyze their efficiency and their customer experience. When it all boils down, data that is collected helps companies understand their business on a deeper level so that they can afford a better customer experience. 

Analytics, Analytics, Analytics

As you can imagine, this comes down to a lot of data analytics! While the digital sphere has afforded a lot of mobility and expansion, it’s also come with its fair share of challenges. One of those challenges is simply analyzing the massive amount of data that any given company generates. 

Aside from having the right tools, the right level of knowledge, skill, and experience is necessary in order to properly analyze data and make profitable data-driven decisions. Working with a Google Ads agency can be a great option for any sized company that is wanting to understand its market on a deeper level and find more meaningful ways of connecting with its customers.

One advantage to working with experts who know Google marketing is that they can help improve your analytics by utilizing Google’s suite of tools, such as GA4 or Google Analytics. If you have been wondering about the difference between Google’s own GA4 and UA, or Universal Analytics, here is everything you need to know! 

What is GA4 and UA?

GA4 and UA are two popular analytics tools that help compile user information for companies regarding their websites and or applications. User data tracks what is known as a customer’s journey. This involves everything from the first time that a customer visits a home page, their profile creation, and info, purchase and shopping cart history, as well as any other data that can help create a profile of a customer.

The purpose of these apps is to create as complete a view as possible for a customer to better understand their needs and their experience. This information can then be used by various departments to not only improve customer experience but also improve marketing and advertising. 

Benefit of GA4

GA4 is a powerful tool that is Google’s own solution to data analytics. While both UA and GA4 track a customer’s journey, however, GA4 can offer improved insights thanks to a more robust system that tracks active user activity as opposed to simply the first time. This emphasis on active users can help give a deeper look into customer profiles, behaviors, and predictions. 

Benefit of UA

UA, Universal Analytics, is also a tool that helps companies gain a robust view of their customer. Overall, UA is very comparable to GA4, however, there are some differences. One of the key benefits of UA is that it shows unique page views which means that it will show a total number of pages viewed without displaying duplicate views. 


The question of which analytics software to use is not insignificant. Analytics is an important part of any successful business, and having the right tools is vital. When it comes down to it, there are a lot of similarities between UA and GA4 that make them both comparable and capable analytics tools. 

One of the biggest differences is that GA4 tracks both mobile and app-based data in one property. Google’s GA4 is a well throughout analytics tool that is designed to help streamline a company’s ability to capture important information and aggregate it into one property. The benefit of working with a Google Ads agency, is that they can help you navigate any of Google’s tools with extreme proficiency, including GA4.