YouTube icon
What is the Difference Between GA4 and UA for E-Commerce?
Across Google's suite of tools often, we see small updates that modestly change the features of Google Analytics or their functionality. However, this transition from Universal Analytics to Google Analytics 4 is a bottom-to-top overhaul of the services. The two platforms differ fundamentally, especially with regards to their data model.
- Global Analytics: UA data is driven by certain "hit kinds." When a person "hits" your website (such for example, a page view, social media click, or e-commerce transaction), Google Analytics collects the data from that action and categorizes it according to the hit type.
- Google Analytics 4: GA4 data is event-driven. If an event occurs in GA4, the platform will store, collect and process data regardless of the use of labels, categories or other actions.
The brand new GA4 data model is also a shift away from traditional funnels for data. Universal Analytics was designed to monitor and evaluate the success of e-commerce through the number of customers you gain or the number of conversions you make. In reality, 70% of an organization's revenue comes from previous customers According to data of Review 42.
Thanks to the system for collecting data within Google Analytics 4, e-commerce companies can gain a better understanding of a customers' journey through stream of data. Alongside your efforts in getting new customers to your store, this platform will help measure your success in increasing repeat business as well as your revenue overall.
Pros of GA4 to E-Commerce
Data Privacy and Accurate Tracking
New laws, social media rules, and technology companies are working to ensure privacy and data security. In the past, with Universal Analytics, accurate tracking came at the expense of the privacy of users (and the reverse is true). However, GA4 is the best of both worlds--providing more accurate, granular data with added protection of privacy for the users.
Monetization as opposed to. Conversions
Enhances User Experience and Data Accuracy
It is likely to take some time to learn the basics and get used to GA4 (especially at this initial phase of development). However, GA4 is expected to outperform Universal Analytics long term. GA4's new design is expected to be easier for businesses to use, better for customers (with added privacy control + security) as well as more precise and precise in the information it provides.
Pros and Cons of GA4 on E-Commerce
Certain groundwork is required
Because the fundamental data model differs in GA4 Users must be able to move their own data collection into the new system. For users who are just beginning to get the hang on Universal Analytics or have already done the groundwork on their UA property--learning and implementing the new system may feel like a chore. However, Google has tons of resources to assist you on your way.
At present, Google encourages e-commerce sites to incorporate both UA and GA4 tracking. While building and implementing your Google Analytics 4 property, you must keep your Universal Analytics property and implementation on hold (for now).
To get started, log into your account (analytics.google.com) and follow Google's on-screen guidance to create a GA4 property. To track your sales in GA4 it is necessary to design and set up duplicate events using the new GA4 name and parameter. The Google guide for migrating data collected from e-commerce to GA4 here.
The Unpredictable Future of E-Commerce Tracking The Features
The e-commerce tracking features in Universal Analytics have been continuously evolving over the past 10 years. This latest version of enhanced tracking gathers greater amounts of data than before , and lets users examine this information using different lenses using multi-faceted reporting options.
Meanwhile, UA4 e-commerce tracking features and capabilities remain in the research process. This leaves a lot of unanswered questions for business owners, such as:
- What e-commerce features are expected to be included in GA4?
- When will the GA4 E-commerce features be finalized?
- What will be the most difficult thing to do? be to learn and implement these brand new tracking features for e-commerce?
Most likely, Google will either have features comparable to those of UA fully implemented prior to the cut-off or prolong the cut-off time. There isn't a way to predict with certainty how this will take place. The professionals at will continue monitoring Google's roll-out of GA4 online shopping features, and we will update our members on the latest developments.