Introduction
When it comes to Google Analytics, digital marketers and business owners can expect constantly evolving features that provide a better user experience.
GA3, also known as Universal Analytics, will be replaced with the newest version, GA4, on the 1st of July, 2023. So now is the best time to get familiar with the new platform!
With the launch of GA4, Google has made several improvements that will impact your digital marketing. In this article, we cover the difference between GA3 and GA4 and what the changes mean for your business.
What are the key differences between GA3 and GA4?
To help you stay up-to-date with the latest features in GA4, we put together a list that covers the key differences. Read on below!
Measurement model
You know how GA3’s measurement model is based on sessions and page views? Well, this is one of the biggest shifts in GA4, which focuses on events.
Every action taken by a user will now be classified as an ‘event’. The result is a more streamlined measurement process and more detail on how users engage with your site.
Tracking IDs
In GA4, tracking is set up through a measurement ID. Whereas in GA3, the tracking ID is used. In GA4, the tracking ID will start with G, and in GA3, the tracking IDs start with UA.
Views
A standard GA3 best practice is to have at least three different views in each Google Analytics property. By applying different filters, users can create views that separate and provide the information they need.
In GA4, properties can combine data from multiple data streams to create a single collection of reports. Therefore, in GA4, users will no longer be able to apply set filters.
Event tracking labelling & setup
When using GA3, users must follow the category-action-label-value schema. GA4 is bringing more flexibility to the game with its event tracking setup features. Through parameters, more information is uploaded to the event setup.
GA4 captures the four categories of events: automatically collected events, enhancement measurement events, recommended events, and custom events. With GA4, the setup is predominantly automatic, allowing you to have less dependency on the dev team and an easier experience.
Data retention
Just like an elephant, Universal Analytics never forgets. In GA3, data retention doesn’t expire! With GA4, there will be a maximum of 14 months of data retention. So if you want to retain data for longer, you’ll need to use a 3rd party tool.
Ecommerce tracking
While GA3 offers comprehensive tracking and metrics features, in GA4, the tracking is limited. GA4 uses metrics and CRM integration, resulting in less visibility and CRM options. However, GA4’s e-commerce tracking capabilities are still in the early stages of development.
Cross-device & platform tracking
In GA4, you can look forward to robust and reliable cross-device tracking with better insights as both the web and app data use the same schema. In GA3, this is not the case.
Attribution modelling
GA3 comes with attribution modelling capabilities through multi-channel funnels and attribution reports. With GA4, the capabilities will only include model comparison and conversion paths. The implication of this is more limited modelling in GA4.
Custom dimensions & metrics
In GA3, users can use custom dimensions and metrics to add information to collected data. In GA4, event parameters are used instead.
When configuring custom dimensions in GA3, you can set the scope of your custom dimension to ‘Hit’, ‘Session’, ‘User’, or ‘Product’. In GA4, you can only create custom dimensions with the ‘Event’ or ‘User’ scope. The custom dimensions are logged by the event parameters and user properties.
In GA3, you can set the scope of your custom metric to ‘Hit’ or ‘Product. With GA4, the custom metric has only one scope: ‘Event’.
Debugging
GA3 requires a third-party Google Tag Manager (GTM) Debugging Tool. Luckily, that’s all in the past with GA4! GA4 has built-in debugging features, allowing you to be less dependent on 3rd party platforms like GTM.
Engagement metrics
With a focus on engagement, GA4 moves away from the page views and bounce rate metrics used by GA3. Instead, GA4’s reporting view delivers a new set of engagement metrics that more accurately measures and tracks users’ engagement with your site or app. Ultimately, GA4 is more engagement-focused rather than GA3’s hard action focus.
Reports
In GA3, users can import report templates from 3rd parties. In regards to GA4, reporting templates are built-in and adjustable.
BigQuery
Gone are the days of needing to pay for BigQuery in GA3. With GA4, you’ll get a free connection to BigQuery, so you can access your raw GA4 data and run SQL queries on it. BigQuery allows you to better understand your users through detailed and multilevel data analysis. So with GA4, you’ll have the ability to retain data cost-effectively.
Website tracking implementation
When it comes to website tracking implementation, there isn’t too much difference between GA3 and GA4. In GA3, a GA code is used. While in GA4, a Gtag code is used.
Conversion conditions
In GA3, users can only set one condition for a conversion. GA4 allows for multiple conditions, which can create conversion actions with higher intent.
Users
GA3 combines new and returning users in the ‘New Users’ metric. GA4 added the metric ‘Returning Users’ to clarify the distinction between new and returning users.
Site engagement
GA3 uses the ‘Bounce Rate’ as one of the engagement metrics. The bounce rate is the percentage of visitors that leave your website without completing any actions.
In GA4, the ‘Engagement Rate’ metric is used instead of the bounce rate. Engagement rate is the percentage of visitors that “lasted longer than 10 seconds, had a conversion event, or at least 2 page views or screen views”. With GA4’s engagement rate, you can see user journeys and valuable interactions more clearly.
Bot filtering
GA3 requires users to filter bots manually. GA4 is automatically filtered, meaning the reported traffic is more likely to be from humans.
Digital marketing channels
While GA3 includes the digital marketing channels of email, referral, direct, paid, organic, display, and social, GA4 includes all of the above, plus app and offline. It gives you clearer visibility over direct traffic.
Google tag assistant
Because GA3’s tracking ID used UA codes, and GA4 has moved to Gtags, it will be harder to verify which GA is on the website.
Insights
Want to predict the future behaviour of your users? Now you can, with GA4’s predictive metrics! The metrics in GA3 were non-predictive, so this is an excellent move in GA4. It will give users purchase, churn, and revenue probabilities.
Privacy law compliance
In some countries, GA3 is actually illegal. Google has tried to overcome this in GA4 through updated visibility and control measures. It will be easier to delete data and comply with laws in GA4.
What are the benefits of GA4?
While learning a new platform can be a bit of a headache, it’s not in vain! There are lots of benefits that come with GA4. Check out the top ones below.
- By collecting website and app data, GA4 allows website owners to better understand their customer’s journey.
- GA4 uses events instead of session-based data to help users better understand engagement.
- Includes advanced privacy controls.
- Predictive capabilities benefit users by offering guidance.
- Users can encourage more action on their website or app through GA4’s direct integration to media platforms.
Conclusion
To stay on top of the evolving needs of website owners worldwide, Google Analytics needed to make some changes. And that they did! This article will help you keep up with GA4’s new and innovative features so you can get the most out of the platform.
