While UA and GA4 share some similarities, there are several key differences between the two:
- Event-Based Data Model: UA was based on both page views and events, whereas GA4 is entirely based on events. Every action in GA4 is considered an event, including page views.
- Event Tracking: UA events allowed for only four parameters (category, action, label, and value), while GA4 allows for up to 25 parameters per event.
- Cross-Platform and Device Tracking: In UA, app tracking and website tracking were separate. In contrast, GA4 allows for tracking of user activity across devices and platforms, as well as offline tracking in one place.
- User Data Control: GA4 includes built-in features that enable organizations to comply with user data deletion requests, a requirement under new privacy and data control laws and regulations.
- E-commerce Tracking: Enhanced e-commerce tracking is much easier to implement in GA4.
- BigQuery Integration: Data can be sent directly to a data warehouse in GA4 without requiring a third-party data connector.