Universal Analytics vs. Google Analytics 4 (GA4): Markers of Evolution

[bitheerani90]

To better respond to the changes in the digital ecosystem in recent years, Google Analytics has introduced several new structural features in its latest version. The ability to consolidate application and web data within a single property is one of these, made possible by a technical merger between Firebase and Google products.

The (partial) answer to the well-known problem of belgium mobile database duplication is another. In Universal Analytics, cross-device and cross-browser users are not deduplicated. By introducing new features based on client ID or Google Chrome login information, GA4 counts users more accurately by leveraging new signals. Along the same lines, Google's latest release can help model the behavior of users who do not wish to be tracked for privacy reasons.

Another significant development is that, starting with its free version, GA4 allows raw browsing data to be uploaded daily to BigQuery, Google's cloud data warehouse. Exporting this data brings analytics into a new era for data analysts, who can structure their own analyses and dashboards and combine browsing data with other assets such as data from a CRM, a product catalog, or a back office.