You will naturally want to compare the two platforms and you will notice that the numbers don’t tally up. In this article, we will explain the differences in how they track users, which are quite different.
Google Analytics has long been a trusted tool for tracking and analyzing user behavior on websites and apps. With Google deprecating UA (GA3) on July 1st, the new version GA4 does differ significantly in terms of its user tracking methodologies and data reporting approaches.
Understanding these differences is crucial for businesses and marketers seeking to make informed decisions based on accurate and comprehensive user insights.
So let’s delve into the disparities between GA4 and UA users, shedding light on how these contrasting approaches shape the way we understand and interpret user data. We will explore the key variances between GA4 and UA and discover how they impact our understanding of user behavior and engagement.
Key Differences in GA4 and UA Users
| Feature | GA4 | Universal Analytics (UA or GA3) |
|---|---|---|
| User Identification | Uses User ID or anonymous identifier | Relies on client ID and cookies |
| Persistent User Identification | User ID can be persisted across devices and platforms | Client ID and cookies are device/platform-specific |
| Cross-Device Tracking | Enables cross-device tracking with User ID | Limited cross-device tracking due to device-specific identifiers |
| User-Centric Model | Focuses on a user-centric model | Primarily uses a session-based model |
| Data Consistency | Provides more consistent user data across sessions | User data can be fragmented across different sessions |
| Data Retention | User data can be retained for longer periods | User data retention is subject to cookie expiration |
In GA4, user identification is achieved through the use of User ID or anonymous identifiers, allowing for a more comprehensive understanding of user behavior across devices and platforms. The User ID can be persisted, enabling cross-device tracking and providing more consistent user data across sessions.
In Universal Analytics, user identification relies on client ID and cookies, which are specific to a particular device or platform. This can result in fragmented user data across different sessions, limiting the ability to track users seamlessly across devices.
Additionally, GA4 offers longer data retention periods for user data, whereas data retention in Universal Analytics is typically determined by the expiration of cookies.
GA4’s user identification approach provides a more user-centric and holistic view of user behavior, facilitating better insights into user interactions across various touchpoints.
Benefits of GA4 user tracking vs UA user tracking
Overall, GA4’s user tracking method brings several advantages, including a user-centric approach, cross-device tracking, enhanced user lifecycle reporting, simplified implementation, and privacy compliance.
User-Centric Approach
GA4 employs a user-centric model, allowing for a more comprehensive understanding of user behavior across devices and platforms. By using User ID or anonymous identifiers, GA4 enables tracking users consistently, regardless of the device or platform they interact with. This approach provides a unified view of user engagement, enabling businesses to analyze and optimize the entire user journey.
Cross-Device Tracking
With GA4, cross-device tracking is made easier. By associating user activities through User IDs or anonymous identifiers, GA4 can identify and connect user interactions across different devices. This holistic view helps businesses understand how users engage with their platforms across various touchpoints, leading to more accurate insights and improved personalized experiences.
Enhanced User Lifecycle Reporting
GA4 offers advanced lifecycle reporting, enabling businesses to track and analyze user behavior throughout their entire lifecycle. This includes capturing user acquisition, retention, and conversion events, providing valuable insights into user engagement and retention rates. By understanding the complete user journey, businesses can optimize marketing strategies, identify drop-off points, and enhance user retention.
Simplified Implementation
GA4’s user tracking method simplifies implementation by automatically tracking users without the need for additional code implementation. This reduces the complexity and potential errors associated with manually tracking users. The event-driven data model used by GA4 allows for consistent and streamlined data collection, ensuring more accurate and reliable insights.
Privacy Compliance
GA4’s user tracking method aligns with evolving privacy regulations and industry standards. By using anonymous identifiers instead of personally identifiable information (PII), GA4 offers a privacy-friendly approach to user tracking. This ensures compliance with privacy regulations, such as GDPR and CCPA, while still providing valuable analytics insights.
In summary
In contrast, Universal Analytics (UA) primarily relies on session-based tracking and cookies. While UA has been a widely used and trusted platform, the user tracking benefits provided by GA4 offer more comprehensive and accurate insights, especially in today’s multi-device and privacy-conscious landscape.
These benefits enable businesses to gain a deeper understanding of user behavior, optimize user experiences, and make data-driven decisions to drive growth and success.
