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What is the Difference between GA4 and UA to sell online?
Across Google's suite of tools We often see minor modifications that alter only the features of Google Analytics or their functionality. But, the shift from Universal Analytics to Google Analytics 4 is a top-to bottom modification to the service. The two platforms differ fundamentally, especially with regards to their data model.
- The Universal Analytics: UA data is generated by specific "hit kinds." When a user "hits" your site (such for example, a page view, social media click or an e-commerce transaction), Google Analytics collects the information from this event and classifies it according to the hit type.
- Google Analytics 4: GA4 data is event-driven. In the event that an event happens within GA4 it will collect, store, and process the data with no regard to labels, categories, or actions.
The latest GA4 data model is also an alternative to the traditional data funnel. Universal Analytics was designed to monitor and evaluate the success of e-commerce through the number of new customers or conversions you acquire. In reality, 70% of an organization's revenue comes from previous customers as per the data of Review 42.
Thanks to the system for collecting data within Google Analytics 4, e-commerce businesses can better understand a customer's journey using stream of data. Apart from your effort in attracting new customers, this platform will aid in evaluating your progress towards attracting repeat customers and building your overall revenue.
The advantages of GA4 for E-Commerce
Data Privacy + Accurate Tracking
The new laws, social media regulationsand the tech industry are working to ensure privacy and data security. Through Universal Analytics, accurate tracking could have been detrimental to privacy for users (and the reverse is true). However, GA4 is the best of both worlds--providing more accurate detailed, precise data, and also protection of privacy for the users.
Monetization in comparison to. Conversions
Improved user experience and data accuracy
It is likely to take some time to learn the basics and get used to GA4 (especially in this early development stage). Yet, GA4 is expected to outperform Universal Analytics long term. The new model is intended to be easier for businesses to utilize, easier for clients (with the added privacy controls and protection) as well as more precise and granular with the information it provides.
Contraints of GA4 for E-Commerce
Some Groundwork is Required
Since the basic data model differs in GA4 Users must be able to transfer their data manually to the new system. For users who are just learning the ropes on Universal Analytics or have already started the process of creating their UA property, adjusting to an entirely new system could seem like a daunting task. However, Google has tons of resources to help you along the way.
At present, Google encourages e-commerce sites to include both UA as well as GA4 tracking in place. While building and implementing the Google Analytics 4 property, you should not change your Universal Analytics property and implementation on hold (for the moment).
To get started, log into your account (analytics.google.com) and follow Google's on-screen guidance to create a GA4 property. In order to track sales using GA4 the first step is to create and implement duplicate events with the latest GA4 name and parameter. The Google guide to migrating e-commerce data collection in GA4 right here.
The Future is Unpredictable of E-Commerce Tracking The Features
The features for tracking e-commerce on Universal Analytics have been continuously growing over the past 10 years. The latest enhanced tracking collects greater amounts of data than before and allows users to view this data through different lenses using multi-faceted report options.
In the meantime, UA4's e-commerce tracking tools and capabilities are still in the development stage. It leaves plenty of questions for e-commerce business owners. For instance:
- Which features of e-commerce will be included in GA4?
- What date will the GA4 e-commerce functions be implemented?
- How challenging will it be to understand and apply these brand new tracking features for e-commerce?
It is likely that Google will either offer features similar to those of UA completely implemented prior to the cut-off or prolong the cut-off date. However, there is no method to know with absolute the certainty of how this is going to play out. Our experts will keep watching Google's launch of GA4 e-commerce features and keep our community posted.