Google’s Universal Analytics (UA) property has been a widely used platform for tracking user activity on websites for several years.
However, as Google has been preparing for the transition to their newer tracking platform, GA4, it was announced that UA would stop receiving data in July 2023.
Google has been showing notification on UA properties since 2022 that “On July 1, 2023, this property will stop processing data. Starting in March 2023, for continued website measurement, migrate your original property settings to a Google Analytics 4 (GA4) property, or they’ll be copied for you to an existing GA4 property, reusing existing site tags.”
However, to the surprise of many website owners and analysts, UA suddenly stopped receiving data in April 23, 2023, several months earlier than expected.
This sudden change has left website owners who have not yet transitioned to GA4 in a difficult position. They are now forced to adopt GA4 if they want to continue tracking user activity on their website.
Although GA4 has been available for some time, many website owners were still relying on UA for its robust data tracking capabilities.
One of the main differences between UA and GA4 is the way data is collected and organized. UA uses a system of cookies and unique identifiers to track users’ interactions with a website.
This system has been the standard for many years, but it has become increasingly unreliable as more people use multiple devices to access the internet.
GA4, on the other hand, uses a more sophisticated method of tracking user behavior that does not rely on cookies. It collects data from multiple sources, including mobile apps and other connected devices, to create a more complete picture of a user’s activity across all platforms.
Another key difference between UA and GA4 is the way data is organized and presented. UA’s interface is known for its user-friendly design and intuitive data visualization tools. It is easy to navigate and understand, making it a popular choice for website owners and analysts alike.
GA4, on the other hand, has a more complex interface that can be difficult to navigate at first. However, it offers a wider range of data tracking capabilities, including machine learning and advanced data modeling.
This makes it a more powerful tool for website owners who need to analyze complex data sets and make strategic decisions based on their findings.
Despite these differences, many website owners are still mourning the loss of UA’s simplicity and ease of use. While GA4 offers more advanced features, it can be overwhelming for those who are not familiar with its interface and capabilities.
However, with time and practice, website owners and analysts will likely come to appreciate the benefits of GA4’s more advanced data tracking and analysis tools.