By Shane O’Neill, CMO
Google Analytics 4 (GA4) differs from Universal Analytics (UA) primarily in its event-based tracking model. Unlike UA, which is session-based and focused on pageviews, GA4 tracks user interactions as events, allowing for more granular data collection.
GA4 also emphasizes cross-device tracking, using machine learning to fill in data gaps, and offers more flexible reporting tailored to user behavior across platforms. Additionally, GA4 is designed with privacy in mind, supporting cookieless tracking and enhanced data controls to comply with evolving privacy regulations.
