Google Analytics 4 (GA4) and Universal Analytics (UA) have a range of differences. This article is meant to help users understand some of the broader changes in GA4 so that they can better work with the data that is recorded.
Event-based vs Session-based
In summary, data in GA4 is based on individual interactions on a site, such as clicking a link, scrolling down a page or playing a video. Instead of having to manually create tracking events for these interactions, GA4 now does all of this automatically.
Viewing and Interpreting Data (or Events)
With the change in the way data is collected, the way users can view, sort and interpret data in GA4 also comes with changes. A good way to think about this is that analytics managers are now able to see the way users are interacting with their site in GA4 down to the click instead of simply relying on following navigation patterns and page views. While transitioning to event-based data may not seem like a major shift on the surface, understanding which direction the data is being collected and viewed can help analytics managers better navigate and create detailed reports.
GA4: Event (file download, page scroll, etc.) > Page location > Session > User
UA: User > Session > Pageview > Event (if set up manually)
Reports and Explorations
GA4 now has two ways of navigating analytics data. Explorations analyze raw data, while Reports rely on daily aggregated data. The line of limitations of both can be difficult to draw and understand, however, it is helpful to realize their naming convention. Reports are built from tables that Google has already compiled. These have metrics and dimensions built in and can be considered pre-processed data. Explorations on the other hand allow analytics managers to dig into a more unique inquiry and be more specific with filters, dimensions and metrics.
With the increase in data points, Google has created default dimensions and metrics for the many events that are being tracked in GA4. These lists are quite comprehensive and are sufficient for many use cases. However, there is still the option to create custom Dimensions and Metrics specific to a single website.
Support
Contact David Houfek for questions and thoughts regarding GA4 and your UNLcms website.