SEO and analytics are two of the most important tools in digital marketing today. With the introduction of Google Analytics 4 (GA4) to replace Universal Analytics, it can be difficult to decide which analytics solution to use for your business. 

What is Google Analytics 4?

Google Analytics 4 is the latest version of Google Analytics. GA4 offers a number of new features and enhancements over previous versions, including:

- Enhanced data collection and processing capabilities

- Increased flexibility in data configuration and analysis

- Improved user interface and reporting

- Greater integration with other Google products and services

Overall, GA4 provides a more comprehensive and powerful toolset for understanding website and app usage data.

What is Universal Analytics?

Google Analytics (GA) is a popular web analytics tool that tracks and reports website traffic. Universal Analytics (UA) is the next generation of GA, which offers more features and flexibility than GA.

Some of the key differences between GA and UA include:

-Data collection: UA allows you to collect data from any digital channel including websites, mobile apps, connected devices, and more. GA only collects data from websites.

-User ID: UA lets you assign a unique ID to each user, which helps you track individual behavior across devices and channels. GA does not have this feature.

-Custom dimensions and metrics: UA lets you create custom dimensions and metrics to track specific data points that are important to your business. GA only has a limited set of pre-defined dimensions and metrics.

-Advanced analysis: UA provides advanced analysis tools that let you segment data, build custom reports, and create dashboards. GA only has basic analysis features.

The differences between GA4 and Universal Analytics

Google Analytics 4 (GA4) is the latest version of Google Analytics. Universal Analytics is the previous version of GA. There are several key differences between the two versions:

-Universal Analytics uses cookies to track user data, while GA4 uses a first-party measurement protocol. This means that GA4 can track users across devices and platforms more accurately than Universal Analytics.

-GA4 includes built-in machine learning that can automatically detect anomalies and make recommendations for improvement, whereas Universal Analytics does not have this feature.

-GA4 allows for event-based tracking, meaning that you can set up custom events and triggers to better understand user behavior. Universal Analytics only tracks pageviews.

Overall, GA4 is a more powerful and accurate tool than Universal Analytics. If you're just starting out with Google Analytics, we recommend using GA4

My opinion: Which one you should use?

The first step in understanding which Google Analytics tool is right for you is to understand the difference between Google Analytics (GA) and Universal Analytics (UA). GA is the original version of Google Analytics, while UA is the newer version.

So, which one should you use? It really depends on your needs. If you’re just starting out with website analytics, GA may be a good option for you. It’s simpler to set up and use than UA, and it doesn’t require as much technical knowledge. However, UA offers more features and flexibility than GA, so if you need more advanced tracking or want to integrate your website data with other data sources, UA may be a better option for you.