Google Analytics vs Universal Analytics – Explained

Introduction – Google Analytics 4 vs Universal Analytics

Google Analytics 4 vs Universal Analytics is the most popular question right now. It’s definitely relevant, Google Analytics is indeed groundbreaking.

Google Analytics is used by 52.9 percent of all websites on the internet. This is definitely convincing, isn’t it?

Let’s address your question now.

What is Google Analytics 4?

Google Analytics 4 is its default property type for analytics account. It is in fact a recent development of Google Analytics. Thus, it could be called a rebuilt Google Analytics.

In GA4, The Google Analytics 360 features are available. GA 360 was previously the paid version of Google Analytics.

The Difference

Although Google Analytics 4 is like a rebuilt version, it is not independent. It simply isn’t mature enough to replace Universal Analytics.

GA4 focuses more on user-centric views.

Let’s go through the key differences between the features available from them.

The Difference in Features – Google Analytics 4 vs Universal Analytics

Tracking Users

Google Analytics 4
  • It creates new sessions when it expires based on the three conditions of session and records session details
  • Tracks users based on events
  • It tracks visitor’s activity.
Universal Analytics
  • Instead of creating a new session when the user returns to the site, it records all the events it completes
  • Tracks user via sessions
  • It counts the visit of users


Google Analytics 4

GA4 has top-level built-in reports. It also provides options for getting a specific type of data with great freedom on how the reports look. Google Analytics 4 lets us analyze the most critical data.

Universal Analytics

It has a set of reports with some possible customization features

User Visit Type

Google Analytics 4

All the user interactions are events.

Universal Analytics

All user visits have counted an activity like page view, clicks, conversions, and events.

Event Attribute

Google Analytics 4

25 properties of a visitor can be passed with each event.

Universal Analytics

While creating an event category, action, value, and label can be given.

Reporting Interface Setup

Google Analytics 4

It combines data from  apps and website

Universal Analytics

It uses a property and view setup.

User Report Groups

Google Analytics 4
  • Users
  • Demographics
  • Behavior
  • Ecommerce
Universal Analytics
  • Realtime
  • Audience
  • Acquisition
  • Behavior
  • Conversions


Google Analytics 4

Drag and drop report builder.

Universal Analytics

Flat table custom report type


This here is the basic difference between Google Analytics 4 and Universal Analytics.

You can also track events and set goals on Google Analytics. Make good use of all these features to step up your game.

Have a good day!