‹ Blog / General

GA4- The Future of Analytics and the Depreciation of Universal Analytics

May 16th 2023

“With Google soon “sunsetting” its existing version of Google Analytics, we look at GA4 and some of the differences of the new Analytics platform…

In the ever-evolving landscape of digital marketing and data analysis, Google Analytics has long been a trusted tool for businesses to gain insights into their online presence. However, as technology advances and user behaviour becomes more complex, Google has introduced a new version of its analytics platform called GA4. This article will explore the key differences and benefits of GA4 over Universal Analytics, including its machine learning capabilities, customer journey understanding, data streams, event tracking, and cross-domain tracking.

1. Machine Learning and Data Measurement:

GA4 takes a significant step forward by incorporating machine learning as its primary form of data measurement. By utilising sophisticated algorithms, GA4 can extrapolate from existing data and make assumptions about site traffic and user behaviour. This means that marketers can gain deeper insights into their audience without relying solely on explicit data points. Machine learning allows for more accurate predictions and a better understanding of user intent, helping businesses make informed decisions.

2. Complete Understanding of the Customer Journey:

One of the key focuses of GA4 is providing marketers with a more complete understanding of the customer journey across devices. Universal Analytics provided valuable insights, but it often fell short in tracking users across different platforms and devices. GA4 bridges this gap by capturing data from various touchpoints and consolidating it into a cohesive view. Marketers can now analyse user behaviour from the moment they discover a brand to the point of conversion, regardless of the device they use. This holistic approach enables businesses to optimise their marketing strategies for maximum impact.

3. Data Streams Instead of Views and Segments:

GA4 introduces a new concept called “data streams,” replacing the traditional views and segments used in Universal Analytics properties. Data streams allow marketers to organise and categorise data more efficiently, making it easier to analyse and extract meaningful insights. This modular approach allows for greater flexibility and scalability, empowering businesses to adapt to changing analytics needs and unlock new opportunities.

4. Enhanced Event Tracking and Fine-Tuning:

In Universal Analytics, event tracking often required custom code implementation to capture off-page events accurately. However, GA4 simplifies this process by enabling editing, tracking, and fine-tuning of events within the user interface (UI). Marketers can now easily define interactions such as clicks, page scrolls, video plays, and more, without the need for technical expertise. This feature provides granular insights into user engagement, allowing businesses to optimise their website’s performance and user experience.

5. Cross-Domain Tracking without Code Adjustments:

Another significant improvement in GA4 is its cross-domain tracking capabilities. In Universal Analytics, tracking users across different domains required code adjustments and manual configuration. With GA4, this can be accomplished within the UI, eliminating the need for technical interventions. Marketers can seamlessly track user journeys between domains, gain insights into cross-domain conversions, and understand the impact of their marketing efforts across various web properties.


As the digital landscape continues to evolve, Google Analytics 4 emerges as a powerful tool that addresses the evolving needs of marketers. Its machine learning capabilities, comprehensive customer journey understanding, streamlined data streams, enhanced event tracking, and simplified cross-domain tracking are just a few of the features that set it apart from its predecessor, Universal Analytics. By embracing GA4, businesses can unlock deeper insights into their audience, optimise their marketing efforts, and stay ahead in the ever-changing digital world. With Universal Analytics being deprecated soon, now is the time to transition to GA4 and embrace the future of analytics.