Over time, this type of measurement was becoming inefficient. The arrival of GA4 marked a turning point, as it is capable of operating on all platforms and is not only based on cookie measurement, as it uses an event-based data model.
Although both tools have similarities, they introduce some spain whatsapp mobile phone number list important changes, in addition to the measurement of data. Let's look at some of them:
Improvements to measure engagement
With Universal Analytics, the bounce rate was the only measure of user interaction with the website. Now, with the significant improvements offered by GA4, more comprehensive information can be obtained.
For example, with GA4 you can obtain metrics such as “scroll”, which consists of knowing how much time a user has scrolled down the web page, and thus we can know the interest there is in our content.
In addition, we can measure the clicks that users make on the different buttons and links, which helps us to know if our marketing actions have had the expected result and thus improve decision-making in future strategies.
Custom event editing
Unlike Universal Analytics, with GA4 you can edit and correct events without having to resort to implementation codes or perform additional configurations.
This means that instead of relying on developers to make changes to the tracking implementation, it can now be done from the user interface in just a few simple steps.
Spam and fake data protocol
Previously, spam forwards and fake data were a problem for accurately performing website analytics with Universal Analytics.
With the new version of Google Analytics, spam will not be a problem , since by forcing the measurement protocol calls to include a key, it will only be visible in the configuration of the main page.
New reports
The main difference between Google Analytics 4 and Universal Analytics reporting is the way data is presented and the structure of the reports.
In Google Analytics 4, reporting has been streamlined to be user-centric. Instead of presenting multiple data points without context, it now focuses on the user lifecycle with a more contextualized view of how things are going in your business .
In contrast, in Universal Analytics, reporting focuses more on traffic metrics and website activity analysis, making it more difficult to get a complete view of user behavior over time.
GA4 the future of web analytics
The issue of maintaining user privacy has become increasingly important, so certain restrictions have been implemented that have been an obstacle for Universal Analytics to record customer interaction.
