Google Analytics 4 vs Universal Analytics: Comparison and SEO Tips

“Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. Prepare now by setting up and switching over to a Google Analytics 4 property.”

I bet this notice in your GA tool has already annoyed you a little. Ever wondered why on earth should you ever switch to Google Analytics 4? Then this article is for you.

Getting used to the new Analytics, I wanted to spot some benefits of Google Analytics 4 and figure out how to use it for SEO in a new way. Since all the information may seem overwhelming, it’s split into Q&As, with an overview of the main differences between UA and GA4.

1. Google Analytics 4 is on track to being more powerful than Universal Analytics but is not yet ready to become the only source for data analysis. It looks like much training is needed inside teams to understand new features and painlessly migrate all the data.

2. It is better to run both Universal Analytics and Google Analytics 4 in parallel, so by July 2023, you’ll have YoY reports to compare.

3. GA4 allows cross-platform tracking from multiple data streams (i.e. from websites and apps) and is focused on building understandable user journeys.
   There are no filtered Views, but there are more free integrations, such as BigQuery integration, and more flexible reporting.

4. GA4 offers more interactive real-time dashboards and easier debugging.
   GA4 moves away from session-focused to user-focused tracking; with the flexibility of event tracking, you now have more freedom to get and analyze your data the way you need it.

5. Setting conversions in GA4 is easier as compared to UA.
   Explorations in GA4 are better visualized and have interesting new features, such as tracking elapsed time, backward pathing, etc.

6. Instead of the Bounce Rate, you can now measure Engaged Sessions.
   GA4 offers AI-created insights and predictive audiences to forecast something, e.g., purchasers, purchases, revenue, etc.

Details are here https://www.link-assistant.com/news/ga4-vs-universal-analytics.html