If you manage your own google accounts and analytics you may have seen the terms GA4 and Universal Analytics floating around. Since July 1st 2023 all google accounts were required to change from UA to the new GA4 property. This might have had you looking up what these terms mean and or why you have to make this change at all.

Firstly, for those who do not know, Google Analytics is a great tool for businesses that want to keep track of their online footprint.  Enter the stage Google Analytics 4 (GA4), the latest rendition of Google’s analytics capabilities.

If you’re wondering and want to find out the difference between GA4 and its predecessor (Universal Analytics) we’re going to explain it to you. Additionally we will explain how you can use this knowledge to better your website and skyrocket growth.

The Start of Event-Driven Tracking

The biggest shift that characterises GA4 is event-driven tracking, which is the key to achieving growth for your business.

In contrast to Universal Analytics’ predominant reliance on pageviews and sessions, GA4 elevates events to a paramount position in its tracking model. This change translates into a more complete comprehension of user interactions. Picture a scenario where GA4 can capture a diverse range of actions—clicks, video engagements, downloads, and beyond. The fact that GA4 now prioritises this data metric empowers businesses to view user behavior comprehensively. Allowing us to make more insightful decisions that amplify user experiences.

The User Odyssey Takes Center Stage

With GA4, the spotlight turns toward a user-centric journey. Universal Analytics once charted user journeys by cookies, often culminating in fragmented data. GA4 takes a more holistic approach, including user navigating across a range of devices and platforms. As a business, you need to understand your users’ multifaceted journey, spanning diverse touchpoints. You should take note of which device types you get most conversions from and which you do not.

Insights Illuminated by AI

GA4 now integrates the power of artificial intelligence into insights generation. Machine learning gives a helping hand, detecting trends and deviations within your data analytics automatically. In this dynamic landscape, the previously pain staking task of looking over exhaustive reports has been made easy. It has been replaced by swift, strategic decision-making. Although, Universal Analytics considered using automated insights in the past, GA4 makes this liaison possible, plunging businesses into the realm of proactive innovation.

Event Configuration – The Art of Adaptation

Amidst GA4’s many attributes lies the option of event configuration flexibility. Unlike Universal Analytics’ predesigned event suite, GA4 now allows businesses to create custom events in harmony with their unique objectives. This tailored approach ensures that every metric marked as important within your analytics data resonates with your business and it’s goals.


In conclusion, the transition from Universal Analytics to Google Analytics 4 marks a new chapter within web analytics. Overall GA4 has made many upgrades which may seem alien at this time and even counter productive. Though, as we get used to it, the benefits will become apparent. User-centric navigation, seamless cross-domain tracking, AI-empowered insights and event configuration flexibility will allow businesses to better understand user behaviour and refine digital strategy.

If you need help setting up your GA4 property correctly or have any question, please get in touch here.