Google Analytics (GA) has been an indispensable tool for businesses to track website and app performance, analyze user behavior, and optimize marketing efforts. With the advent of GA4, marketers are faced with a new generation of analytics that promises more flexibility, advanced features, and a better understanding of user interactions. Let’s delve into the key differences between GA3 and GA4:
1. Data Tracking Approach: Event-Based vs. Session-Based
- GA3: In the previous version, Universal Analytics (UA), data was tracked using “hits.” Each hit represented a single interaction between a user and the website or app. These hits were aggregated into sessions.
- GA4: GA4 takes an event-based approach. Instead of grouping interactions into sessions, it focuses on individual events. Events can be anything from page views and clicks to video plays and form submissions. This shift allows for more granular tracking and a deeper understanding of user engagement.
2. Event-Based Tracking
- GA3: Event tracking was limited to predefined interactions (e.g., page views, downloads, outbound links). Custom events required additional configuration.
- GA4: Event tracking is at the core of GA4. Marketers can easily set up custom events without extensive coding. This flexibility enables tracking specific user actions relevant to their business goals.
3. Attribution Modeling
- GA3: Attribution models were based on last-click attribution, which often oversimplified the customer journey.
- GA4: GA4 introduces a more sophisticated attribution model. It considers multiple touchpoints across the entire user journey, providing a holistic view of how different channels contribute to conversions.
4. Session Calculations
- GA3: Sessions were defined by a fixed time frame (usually 30 minutes) or user interactions.
- GA4: Sessions are dynamic and adapt to user behavior. They continue until there’s a significant gap in activity or a midnight reset. This change reflects the reality of how users engage with digital content.
5. Bounce Rate and Engagement Rate
- GA3: Bounce rate measured the percentage of single-page sessions.
- GA4: GA4 introduces engagement rate, which considers interactions beyond just page views. It provides a more nuanced understanding of user engagement.
6. BigQuery Schema and Machine Learning Integration
- GA3: Integrating GA data with BigQuery required complex setup.
- GA4: GA4 seamlessly integrates with BigQuery, allowing businesses to analyze data at scale. Additionally, it incorporates machine learning for predictive insights.
7. Data Privacy and Retention
- GA3: Privacy concerns led to limitations in data retention.
- GA4: GA4 prioritizes user privacy by allowing businesses to adjust data retention settings and comply with regulations.
Is GA4 Better?
- GA4 is designed for the modern digital landscape. While it may take time to adapt, its flexibility, event-based tracking, and advanced features make it a powerful tool for businesses aiming to stay ahead.
In summary, GA4 represents a significant evolution from GA3, empowering marketers with deeper insights and more accurate data. As you transition, consider how GA4 aligns with your business objectives and embrace the opportunities it offers.
