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What is the Difference Between GA4 and UA to sell online?
Across Google's suite of tools We often see minor updates that modestly change the functionality or features offered by the platform. However, this transition from Universal Analytics to Google Analytics 4 is a top-to-bottom service change. These two platforms differ fundamentally, especially in their data models.
- Global Analytics: UA data is generated by specific "hit kinds." When a user "hits" your site (such as with the page's view, social media click, or e-commerce transaction), Google Analytics collects the data from that interaction and categorizes it by the kind of interaction.
- Google Analytics 4: GA4 data is event-based. When an event is triggered in GA4 The platform will gather, store and process data without consideration for categorical labels or actions.
The brand new GA4 data model is also an alternative to the conventional data funnel. Universal Analytics was designed to monitor and evaluate the success of e-commerce in terms of the number of clients or sales you get. In reality, 70% of an organization's revenue comes from previous customers as per the data taken from Review 42.
The new data collection model in Google Analytics 4, e-commerce companies can gain a better understanding of a customer's journey with data streams. Apart from your effort to attract new customers, this platform will help measure your success in getting repeat customers to join your business and increase the overall revenues.
Pros of GA4 to E-Commerce
Data Privacy + Accurate Tracking
The new laws, social media rules, and technology companies are moving to protect the privacy of data. With Universal Analytics, accurate tracking could have been detrimental to user privacy (and vice-versa). However, GA4 is the best option for both: it provides more precise, granular data with added privacy protection for users.
Monetization vs. Conversions
Improved Quality of User Experience as well as Data Accuracy
Naturally, it might require some time to master the basics and get used to GA4 (especially during this early development stage). However, GA4 is expected to be better than Universal Analytics long term. GA4's new design is expected to make GA4 easier for companies to use, better for consumers (with an added privacy protection and protection), and more accurate and precise in the information it provides.
Cons of GA4 on E-Commerce
Some Groundwork is Required
Because the fundamental data model differs in GA4 Users must be able to transfer their data manually to this new system. Users who are still learning the ropes of Universal Analytics or have already completed the necessary research for their UA property, adjusting to the new system may feel like a chore. It's good news that Google offers a wealth of information that can help you along the process.
Currently, Google encourages e-commerce sites to have both UA and GA4 tracking. When you are building and implementing your Google Analytics 4 property, you should leave the Universal Analytics property and implementation on hold (for the moment).
To get started, log into your account (analytics.google.com) and follow Google's on-screen guidance to create a GA4 property. In order to track sales using GA4 it is necessary to set up and create duplicate events using new GA4 event names and parameters. You can find Google's guide to migrating e-commerce data collection into GA4 by clicking here.
The Future is Unpredictable of E-Commerce Tracking Features
The tracking capabilities for e-commerce in Universal Analytics have been continuously improving over the last 10 years. The most recent enhanced tracking features collect more information than ever before and allows users to examine this information using different lenses using multi-faceted report options.
Meanwhile, UA4 e-commerce tracking tools and capabilities are still in the development stage. It leaves plenty of questions for e-commerce business owners, such as:
- Which features of e-commerce will be part of GA4?
- What date will the GA4 e-commerce capabilities be finalized?
- How difficult will it be to master and use these new e-commerce tracking capabilities?
The likelihood is that Google is likely to have features comparable to those of UA fully operational prior to the cut-off time or even extend the cut-off time. But, there's no way to predict with the certainty of how this is going to take place. The experts at watching Google's launch of GA4 online shopping features, and we will keep our community posted.