Google Analytics (GA) is a free web analytics service offered by Google that tracks and reports website traffic. There are two major versions of Google Analytics currently in use: the original Google Analytics Universal (GA1) and the newer Google Analytics 4 (GA2). In this comprehensive guide, we will compare GA1 vs GA2 to understand the key differences and help you determine which version may be best for your needs.
Overview of Google Analytics 1 (GA1)
Google Analytics Universal (GA1) is the original and still widely used version of Google Analytics that was launched in 2005. It provides in-depth analysis of website traffic and marketing effectiveness based on data collected from tracking codes installed on each page of a website.
Some key features of Universal Analytics include:
- Page tracking – GA1 uses page tags to track pages viewed, content downloads, clicks on outbound links, site searches etc.
- Event tracking – tracking of custom interactions like newsletter signups, video plays, button clicks etc.
- Ecommerce tracking – tracking sales, revenue, conversion funnel.
- Custom dimensions and metrics – ability to configure custom metrics and dimensions for more advanced analysis.
- Audience overview – provides insight into audience geography, technology, interests etc.
- Content grouping – organize content into groups like subdirectories.
- Real-time reporting – view real-time analytics dashboard showing current visitors, locations etc.
- Custom reporting – flexible reporting interface to create custom reports.
- Dashboard setup – customize analytics dashboard.
- Campaign and traffic source tracking – provides data about marketing channels, keywords, social media traffic sources etc.
GA1 offers powerful and in-depth analytics suited for experienced analysts. However, the interface can be complex for novice users. It requires knowledge of advanced configurations to fully utilize its features.
Overview of Google Analytics 4 (GA4)
Google Analytics 4 is the next generation of Google Analytics launched in 2020. While still in beta, it is positioned to eventually replace Universal Analytics.
Some key features and differences in GA4 include:
- Streamlined setup – easier and faster to implement GA4 using Google Tag Manager.
- Events-first tracking – events are the primary unit of data collection instead of page views.
- Enhanced measurement – additional metrics like scroll depth, bounce rate per page etc.
- User-centric – focuses on analyzing cohorts of users across devices and sessions.
- Intelligence – machine learning powers insights like predictive analytics, automated insights etc.
- Simplified interface – redesigned interface aimed at simpler navigation and workflows.
- Custom funnels – map user journeys across multiple steps.
- Enhanced audience reporting – better analysis of active users, user activity, retention etc.
- Cross-channel measurement – connects data across websites, apps and offline channels.
GA4 moves analytics to be more user-focused, event-driven and simplified for broader business users. The streamlined workflows allow for easier implementation while still providing powerful insights.
Key Differences Between GA1 and GA4
While both GA1 and GA4 offer website analytics capabilities, there are some important differences between these Google Analytics versions:
Data Collection and Processing
GA1 uses a hit-based data collection model that records pageviews, events, ecommerce data etc. as hits. GA4 uses an event-first data model focused on collecting events. Page views are also collected as screenview events.
In GA1, hits are processed together in batches at scheduled intervals. GA4 processes events individually immediately in real-time.
Implementation
Implementing GA1 requires adding the GA tracking code to each webpage. GA4 uses Google Tag Manager for easier and faster deployment with events, parameters etc. configured via GTM.
User Focus
GA1 focuses on sessions, pageviews and tracking channel performance. GA4 puts more emphasis on analyzing real users across devices and sessions.
Metrics and Dimensions
GA1 has over 200 default dimensions and metrics with ability to configure custom ones. GA4 introduced over 40 new metrics and redefined some existing ones for cross-channel analysis.
Reports and Interfaces
GA1 has standard and custom reports organized across multiple sections. GA4 reporting is focused into three main areas – Overview, Acquisition and Audience – using a streamlined and simplified interface.
Advanced Configurations
GA1 relies heavily on advanced implementation like custom trackers, custom dimensions, calculated metrics etc. GA4 limits advanced options to focus on simplicity and user experience.
Pricing
The free GA1 plan has a 10 million hits per month limit. GA4’s free plan allows for unlimited hits and events per month.
When to use GA1 vs GA4
So when should you use Universal Analytics vs the new Analytics 4?
- Use GA1 if you:
- Already have GA1 implemented and want to maintain continuity.
- Require custom metrics, custom funnels, calculated metrics etc.
- Need to maintain segmentation using custom dimensions.
- Have complex implementation with non-standard tracking.
- Use GA4 if you:
- Are implementing Google Analytics for the first time.
- Want real-time analytics with minimal delays.
- Need to track users across devices and sessions.
- Want a simplified interface tailored for business users.
- Require built-in custom funnel reporting.
- Need unlimited data collection under the free plan.
For most new implementations GA4 would be the recommended choice. However existing GA1 users don’t need to switch immediately unless the new features are required. GA1 will be supported for at least a couple more years.
Setting up GA1 and GA4 together
If you have an existing Universal Analytics implementation but also want to test out GA4, it is possible to run both trackers together. This allows validating and comparing data between the two analytics versions.
Here are some tips to implement GA1 and GA4 parallel tracking:
- Use Google Tag Manager – Makes it easier to deploy both GA tags.
- Use distinct GA tracking IDs – Each version should have its own tracking ID.
- Compare common metrics – Validate pageviews, sessions, events, etc. match between GA1 and GA4.
- Reconcile unique metrics – Account for differences in metrics like users, bounces etc.
- Document gaps – Track any discrepancies found between reports.
- Avoid overlaps – Turn off overlapping features like GA1’s real-time reports.
- Phase out GA1 – Eventually discontinue Universal Analytics.
Setting up parallel tracking provides a way to validate GA4 while maintaining your existing GA1 workflow. You can then gradually transition to completely switching over to Analytics 4.
Conclusion
Google Analytics 4 brings important changes and enhancements to make web analytics more user-focused, real-time and accessible to broader business teams. The updated platform and simplified workflows make GA4 a compelling option for new implementations.
However, Universal Analytics still has advantages for complex tracking requirements and custom configurations. Existing GA1 users don’t need to transition immediately unless GA4’s new capabilities are essential.
Running GA1 and GA4 in parallel can allow businesses to evaluate the new platform while maintaining continuity. Over time, it may make sense to fully migrate to Analytics 4 for most use cases as it becomes the standard Google Analytics platform.
Carefully assessing your specific analytics needs and gaps can determine whether GA4 or Universal Analytics is currently a better fit to provide the most value.
With its renewed focus on customers, GA4 represents the future. While some legacy features still remain exclusive to GA1, Google is clearly innovating to deliver powerful insights with the next generation of Google Analytics.