Google Analytics 4 (GA4) is the current version of Google Analytics. Universal Analytics (UA, often called GA3) was the previous version — and it is no longer available.
Key differences between GA4 and Universal Analytics
| Universal Analytics (GA3) | Google Analytics 4 | |
|---|---|---|
| Data model | Sessions and hits (pageviews, events, transactions) | Everything is an event with parameters |
| Properties | Web only (separate app analytics) | Web and app data in one property via data streams |
| Account structure | Account → Property → Views | Account → Property → Data streams (no views) |
| Goals | Goals (destination, duration, pages, events) | Key events (formerly “conversions”) |
| Engagement | Bounce rate, session duration | Engagement rate, engaged sessions, engagement time (plus a redefined bounce rate) |
| Automatic tracking | Page views only | Enhanced measurement: scrolls, outbound clicks, site search, video, file downloads, forms |
| Reporting | Many fixed reports, custom reports | Simpler reports plus Explorations (funnels, paths, cohorts, segments) |
| Attribution | Last non-direct click by default; several models | Data-driven attribution by default |
| User identification | Cookies (Client ID), optional User-ID | Cookies plus User-ID and Google signals, with modelling for consent gaps |
| Raw data export | BigQuery for 360 customers only | Free BigQuery export |
| Privacy | IP anonymisation setting | No IP addresses stored; Consent Mode, data deletion and retention controls |
Why Google moved to GA4
- Cross-platform measurement – people use websites and apps; GA4 measures both together.
- Privacy – GA4 was designed for a world with fewer cookies and stricter privacy laws.
- Machine learning – predictive metrics, modelled data and automated insights.
- Flexibility – the event model can track almost any interaction.
Can you still run UA and GA4 together?
Not any more. During the transition (2020–2023), many sites ran both at the same time. Since UA stopped processing data, only GA4 collects data. Remove old UA code to keep your site clean.
How to set up GA4 properly today
- Create a GA4 property in Admin and add a web data stream (and app streams if needed).
- Install the Google tag with your Measurement ID (G-XXXXXXX), directly or through Google Tag Manager.
- Enable enhanced measurement for automatic interactions.
- Set data retention to 14 months and exclude internal traffic.
- Create events and mark key events — leads, sign-ups and purchases.
- Set up e-commerce events if you sell online.
- Link Google Ads and Search Console.
- Implement Consent Mode if you have visitors who must give cookie consent.
- Test with DebugView and Realtime, then build reports and Looker Studio dashboards.
Top 10 changes in GA4
- Event-based data model
- Web and app data in one property
- Enhanced measurement (automatic events)
- Key events instead of goals
- Engagement rate and engaged sessions
- Explorations for advanced analysis
- Data-driven attribution
- Predictive metrics and audiences
- Free BigQuery export
- Stronger privacy controls and Consent Mode
Frequently asked questions
Is Universal Analytics still working?
No. Standard Universal Analytics stopped processing data in July 2023 and UA 360 in July 2024. Only GA4 collects data now.
Can I import my old Universal Analytics data into GA4?
No. GA4 uses a different data model, and historical UA data cannot be migrated. If you exported UA reports earlier, keep them for reference.
Is GA4 better than Universal Analytics?
GA4 is more flexible, privacy-focused and measures web and apps together, with free BigQuery export — but it has a learning curve because reports and metrics work differently.
Why do GA4 numbers differ from old UA numbers?
Sessions, users, bounce rate and conversions are calculated differently in GA4, so numbers are not directly comparable.
