If you’re like most professionals in the digital marketing sector, you’re likely already aware that, in just a few months, Google’s iconic Universal Analytics tool will officially be no more. Instead, it’s being thoroughly replaced by the newer Google Analytics 4, but what does that really mean for you as a marketer?
Here we’ll go over all the details regarding what you need to know about Google Analytics 4 vs Universal Analytics.
For example, how do the two really stack up against one another?
We’ll also cover everything you need to know to determine whether you should switch to GA4 or explore other alternatives.
How Much Does GA4 Cost?
As with many Google properties and features – including Universal Analytics – Google Analytics 4 is free to use, and it won’t cost you anything to switch over from the old UA interface to the GA4 new one.
If you do need or want significantly more storage or functionality than is available in the base version of Google Analytics 4, you can consider upgrading to a Google Analytics 360 account. However, this can be costly, so it’s likely only an option you’ll need if you’re running a major corporation or brand.
That being said, it never hurts to do a double-take on your budget before moving into the world of advanced analytics. Some folks realize—often a little too late—that their data needs don’t actually justify a jump to the paid tier, which, honestly, isn’t cheap and comes with the kind of commitment that can make an accountant sweat. If you’re mostly tracking website basics and haven’t hit the enterprise threshold, it’s safe (and probably wise) to stick to the free GA4 version until your regular reporting feels like it’s bumping against real limits.
How Long Does GA4 Keep Data?
In Universal Analytics, the default data retention setting was 26 months, but users could manually reset it to a shorter time frame if they wished. However, in Google Analytics 4, users can choose between two set timeframes for data retentions – 2 months or 14 months.
Some data assets may be limited to a two-month retention period regardless, though – as with data related to gender, interests, and age. Retention of larger properties is also subject to a two-month limit.
If you’ve been used to storing years of granular data for deep-dive reporting, this new retention policy might feel like running into a brick wall. A lot of people didn’t realize how much they depended on those old stats until they were suddenly gone, so it’s smart to set reminders to export what you need—regularly. Don’t assume GA4 is a magical bottomless pit; the limits do get in the way, especially if your tracking is based on long-term trends or you’re in an industry where historic benchmarking actually matters.
What Metrics Are Going Away in GA4?
Since the data model is entirely different in Google Analytics 4 vs Universal Analytics, it only makes sense that you’ll lose a lot of very familiar metrics you may have relied on heavily in the past.
For example, GA4’s data model no longer contains data related to average session duration. The loss of the session duration metric is really a given, as Google Analytics 4 does not categorize and organize data according to sessions at all anymore.
And for a while, GA4 did not include the bounce rate metric, either. This has since been added back to the mix. However, it is understandably very different from the metric long-time Universal Analytics users will be used to.
It’s also worth noting that GA4 introduced many new metrics designed to replace, add to, and improve upon any that were lost when switching over. Ultimately, all the necessary metrics are present and accounted for in one form or another. It will simply take time and ongoing use to get acquainted with them.
Wrap-Up
The pending move to Google Analytics4 vs Universal Analytics is just one of the ways we’re collectively moving forward into an exciting new future when it comes to digital marketing. But content will still be king no matter what, so a skilled content production team you can count on is a must.
