This approach may not fully capture

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Session-based data vs. Event-based data Google Universal Analytics is based on a session- and pageview-centric data model. user interactions on modern, more dynamic websites. In contrast, Google Analytics 4 adopts an event-based model. Each interaction is an event, allowing for more granular and flexible tracking. For example, in GA4, actions such as page scrolls, file downloads, and video plays are recorded as individual events, providing a deeper understanding of how users interact with content. Google Analytics 4 Image source 3) Creating Events and Conversions Google Universal Analytics requires more manual setup for event and conversion tracking.


This can be limiting and requires more time to israel whatsapp number data implement and maintain. Google Analytics 4 , on the other hand, makes it easier to create and customize events and conversions. GA4 comes with a variety of predefined events and allows for the creation of custom events without any additional coding, allowing users to more easily tailor tracking to their specific needs. Google Analytics 4 Image source 4) Machine learning, predictive analytics and attribution capabilities One of the biggest advantages of Google Analytics 4 over Google Universal Analytics is its advanced integration of machine learning and predictive analytics.