Universal Analytics (UA) was the third major release of Google Analytics and has been the default workspace version for the better part of a decade since its implementation in 2012. With the introduction of mobile apps, machine learning, and new legislation such as GDPR, the UA version was not designed for today’s tracking needs and expectations. The GA4 has been designed keeping the above issues in mind and more.
From a more technical perspective, GA4 relies upon event-based tracking while UA relies upon session-based tracking. (We will discuss some of the important impacts of this shift in the sections below)
Here are some of the Key Features of GA4:
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