An engaging website needs constant updating content. But it also requires optimization related to user behavior and needs. Google Analytics tool is one of the best features that give insights into your user behavior. Therefore, Website analytics plays a crucial part in optimizing your website content. For example, Product offering, and updating strategies to engage potential users. Because it works like a map to navigate what your user wants with your google business. Therefore, it helps you get to know your customer better.

GA4: Advanced version of Google Analytics:

Google has updated Analytics 4 as a default version. Google Analytics 4 is the advanced version of google analytics (GA). Why do you ask? Because It has introduced advanced and time-saving features and events for its users. One advanced feature is that it can now be used on websites and apps. Thus, it is also known as app + web analytics. Because, it is a default version which is the best part as you can create a property using the previous version. Its previous version is known as Universal Analytics. To create universal analytics property, during property set up. Click on the Show advanced options button and click on Create a Universal Analytics property toggle. This leads to two possible options: to create universal analytics or both including google analytics 4.

GA4 can be installed with universal Analytics:

GA4 and universal analytics can be installed side by side. For creating the property, you will find a GA4 setup assistant

It will lead you through the process. So why keep both installed side by side?

Keeping both helps you take benefits from both properties. For example, there is no upgrade path for universal analytics. This will limit you from transferring your historical data to GA4 property. For your convenience, keep tracking universal and Google Analytics 4. It would be a period-over-period analysis. Another reason to keep both sides by side Google has confirmed that all the features of Google Analytics 4 are not available on universal analytics. The users of both can cover the missing features of either analytics. It will allow your analytics to build up historical data in your new GA4 property in preparation for the time when Google adds your needed feature. You can also use your integration in universal while building your historical data in GA4.

Unified view of website and App Activity:

In earlier versions of universal analytics, properties could just be used on websites. Although there was a separate Google Analytics for Firebase property type for apps. With advanced version 4, now website and app can work together in navigating potential visitors and customers’ behavior. The analytics of traffic from website and app can be collected from Google analytics property. For both, you set up a data stream within the same property.

Another important thing is that Google Analytics 4’s advanced features are trying to replace the bouncing rate of users with an engagement rate. This will automatically update the user’s engagement with website content. It is a highly advanced feature that let you know your user’s engagement with your content.

Reporting and Overview:

In GA4, the reporting is now simple. Google Analytics 4 has only a few reports in each category while universal analytics provides dozens of reports in each category. Google Analytics 4, covers the main questions on the overview page and provides you with simple details to look for your potential data. But this simple reporting system works both ways—positive and less interesting for new users.

Advanced Analysis Tool:

The new analysis tool is a way to go feature of Google Analytics 4. It provides a lot of flexibility to analyze your data. Using blank analysis, you can choose comparison, rows, and columns for analysis.

Another way is to start with predefined templates. Almost 11 templates are available for you to choose from. Selecting the template you can modify it using the same tool.

GA4 tracks more events

GA4 tracks scrolls, outbound clicks, site search interactions, video engagements, and file downloads

Advanced data model:

With Google analytics 4, Google has updated a new data model that records events. Pageviews are now page view events. Whereas in universal analytics there were custom events to set up to track custom actions. In advanced GA4, data is recorded as events whereas you can set up custom events according to your need. However, there are some concerns regarding how a new data model may affect your reporting.

Measuring the differences between universal analytics and GA4, one can easily benefit from new updates and previous setups. The need is to engage customers with content using analytics effectively.