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What is the Difference Between GA4 and UA to sell online?
In Google's tools suite We often see minor changes that only marginally alter the functionality or features offered by the platform. However, this shift from Universal Analytics to Google Analytics 4 is a bottom-to-top service change. The two platforms differ fundamentally, especially in the way they model data.
- Global Analytics: UA data is generated by specific "hit types." If a visitor "hits" your site (such such as the page's view, social media click or even an online purchase), Google Analytics collects the information from this event and classifies it according to the hit type.
- Google Analytics 4: GA4 data is event-driven. When an event is triggered within GA4, the platform will store, collect and process the information with no regard to categorical labels or actions.
The latest GA4 data model also presents a shift away from the conventional data funnel. Universal Analytics was designed to track and measure e-commerce success by the number of customers you gain or the number of conversions you make. However, up to 70% of an organization's earnings come from former customers According to data from Review 42.
Thanks to the method of collecting data in Google Analytics 4, e-commerce companies can gain a better understanding of a customers' journey through stream of data. In addition to your work in getting new customers to your store, this platform will assist in measuring your success at getting repeat customers to join your business and increase your revenue overall.
Pros of GA4 for E-Commerce
Data Privacy + Real-time Tracking
New laws, social media regulations, and tech manufacturers are moving to protect data privacy. In the past, with Universal Analytics, accurate tracking could have been detrimental to user privacy (and vice-versa). But, GA4 is the best combination of both, providing more precise and granular information, with enhanced protection of privacy for the users.
Monetization vs. Conversions
Better User Experience and Data Accuracy
It is likely to require some time to master the basics and get used to GA4 (especially at this initial phase of development). But, GA4 is expected to be better than Universal Analytics in the long run. GA4's new design is expected to be easier for businesses to use, better for consumers (with an added privacy protection and protection), and more accurate and precise in the information that it collects.
Pros and Cons of GA4 on E-Commerce
A little groundwork is Required
Because the fundamental data model differs in GA4 the users have to transfer their data manually to the new system. For users who are just beginning to get the hang of Universal Analytics or have already started the process of creating their UA property--learning and implementing the new system may seem like a daunting task. Thankfully, Google provides a variety of tools that can help you along the process.
At present, Google encourages e-commerce sites to include both UA and GA4 tracking in place. While building and implementing the Google Analytics 4 property, it is recommended to not change the Universal Analytics property and implementation to be in place (for time being).
To get started, log into your account (analytics.google.com) and follow Google's on-screen guidance to create a GA4 property. For tracking your sales within GA4, you will need to create and implement duplicate events using the new GA4 name and parameter. Find Google's guidance for migrating data collected from e-commerce in GA4 right here.
The Future is Unpredictable of E-Commerce Tracking Options
The tracking capabilities for e-commerce in Universal Analytics have been continuously improving over the last 10 years. The most recent enhanced tracking features collect more data than ever before , and lets users examine this information using different lenses using multi-faceted reporting choices.
While UA4's tracking features and capabilities are still in the development process. It leaves plenty of unanswered questions for business owners, such as:
- What e-commerce features are expected to be added to GA4?
- What date will the GA4 e-commerce functions be implemented?
- How challenging will it be to understand and apply these new e-commerce tracking capabilities?
Most likely, Google is likely to include features that are similar to those of UA fully implemented prior to the cut-off time or even extend the cut-off time. There isn't a method to know with absolute the certainty of how this is going to unfold. Our experts will keep monitoring Google's roll-out of GA4 online shopping features, and we will update our members on the latest developments.