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What's the difference between GA4 and UA to sell online?
In Google's tools suite We often see minor changes that only marginally alter the platform's features or functionality. The change between Universal Analytics to Google Analytics 4 is a top-to-bottom service change. The two platforms differ fundamentally, especially in their data models.
- The Universal Analytics: UA data is driven by certain "hit kinds." When a user "hits" your site (such such as the page's view, social media click, or an e-commerce transaction), Google Analytics collects the relevant data from the interaction and categorizes it by the type of hit.
- Google Analytics 4: GA4 data is event-based. If an event occurs in GA4, the platform will collect, store and process the information without consideration for 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 track and measure e-commerce success in terms of the number of new clients or sales you get. However, up to 65% of a company's revenue comes from previous customers, according to statistics of Review 42.
The new method of collecting data in Google Analytics 4, e-commerce companies can gain a better understanding of a customer's journey with streams of data. Apart from your effort to attract new customers, this platform will aid in evaluating your progress towards getting repeat customers to join your business and increase your revenue overall.
The advantages of GA4 for E-Commerce
Data Privacy + Accurate Tracking
Social media laws are changing, as well as new law. rules, and technology companies are moving to protect the privacy of data. With Universal Analytics, accurate tracking came at the expense of privacy for users (and vice-versa). However, GA4 is the best of both worlds--providing more accurate, granular data with added privacy protection for users.
Monetization vs. Conversions
Enhances user experience and data accuracy
It is likely to require some time to master the ropes and warm up to GA4 (especially at this initial phase of development). However, GA4 is expected to be better than Universal Analytics in the long run. GA4's new design is expected to make it easier for companies to utilize, easier for customers (with the added privacy controls and protection) and also more reliable & granular in the data it offers.
Pros and Cons of GA4 for E-Commerce
Some Groundwork is Required
Since the basic data model is different in GA4 Users must be able to move their own data collection into the new system. If you are only getting the hang the concept of Universal Analytics or have already completed the necessary research for their UA property, learning and setting up a new platform might feel like a chore. Thankfully, Google offers a wealth of information that can help you along the process.
At present, Google encourages e-commerce sites to include both UA and GA4 tracking. While building and implementing your Google Analytics 4 property, you must keep the Universal Analytics property and implementation on hold (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 it is necessary to create and implement duplicate events using the new GA4 event names and parameters. You can find Google's guide to migrating e-commerce data collection in GA4 right here.
The Future is Unpredictable of E-Commerce Tracking Features
The features for tracking e-commerce on Universal Analytics have been continuously evolving over the past 10 years. The most recent enhanced tracking features collect more data than ever before , and lets users examine this information using many lenses, with multiple reports choices.
While UA4's tracking capabilities and features remain in the research phase. It leaves plenty of unanswered issues for online business owners, such as:
- Which features of e-commerce will be added to GA4?
- When will the GA4 E-commerce functions be implemented?
- What will be the most difficult thing to do? be to understand and apply these brand new tracking features for e-commerce?
It is likely that Google may include features that are similar to the ones of UA fully operational by the July 2023 cut-off date or extend the cut-off deadline. There isn't a possibility of knowing with any certainty how this will take place. The experts at monitoring Google's roll-out of GA4 E-commerce capabilities and will update our members on the latest developments.