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What's the difference between GA4 and UA for E-Commerce?
Through Google's entire suite of tools often, we see small updates that modestly change the features of Google Analytics or their functionality. The change from Universal Analytics to Google Analytics 4 is a bottom-to-top overhaul of the services. The two services are vastly different, particularly in the way they model data.
- Global Analytics: UA data is generated by specific "hit kinds." When a person "hits" your site (such for example, the page's view, social media click, or e-commerce transactions), Google Analytics collects the relevant data from the action and categorizes it according to the type of hit.
- Google Analytics 4: GA4 data is event-driven. If an event occurs in GA4, the platform will gather, store, and process the data without consideration for categorical labels or actions.
The new GA4 data model, in addition, offers an evolution away from traditional funnels for data. Universal Analytics was designed to monitor and evaluate the success of e-commerce in terms of the number of new customers you gain or the number of conversions you make. In reality, 65percent of a business's revenues come from customers who have already purchased, according to statistics taken from Review 42.
The new system for collecting data within Google Analytics 4, e-commerce businesses can better understand a customers' journey through streams of data. Alongside your efforts in attracting new customers, this platform will assist in measuring your success at attracting repeat customers and building your overall revenue.
Pros of GA4 for E-Commerce
Data Privacy and Accurate Tracking
The new laws, social media rules, and technology companies are taking steps to safeguard privacy and data security. With Universal Analytics, accurate tracking came at the expense of the privacy of users (and in reverse). But, GA4 is the best combination of both, providing more precise and granular information, with enhanced security for privacy of users.
Monetization vs. Conversions
Better Quality of User Experience as well as Data Accuracy
Naturally, it might require some time to master the ropes and warm up to GA4 (especially at this initial development stage). However, GA4 is expected to outperform Universal Analytics over the long haul. The new model is intended to make it easier for companies to use, better for consumers (with an added privacy protection and security) and also more reliable and granular with the information that it collects.
Contraints of GA4 for E-Commerce
Certain groundwork is Required
Because the fundamental data model differs from GA4, users must manually migrate their data collection into the new system. For users who are just learning the ropes the concept of Universal Analytics or have already completed the necessary research for their UA property--learning and implementing an entirely new system could be a hassle. Thankfully, Google provides a variety of tools to assist you on your process.
At present, Google encourages e-commerce sites to have both UA as well as GA4 tracking. When you are building and implementing your Google Analytics 4 property, it is recommended to not change your Universal Analytics property and implementation to be in place (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 design and set up duplicate events with the latest GA4 events and their parameters. Find Google's guidance for migrating data collected from e-commerce in GA4 right here.
The Unpredictable Future of E-Commerce Tracking Options
The features for tracking e-commerce on Universal Analytics have been continuously evolving over the past 10 years. This latest version of enhanced tracking gathers more data than ever before , and lets users examine this information using multiple lenses with multifaceted reports choices.
Meanwhile, UA4 e-commerce tracking capabilities and features remain in the research process. This leaves a lot of unanswered questions for business owners. For instance:
- Which features of e-commerce will be included in GA4?
- What date will the GA4 e-commerce functions be implemented?
- How difficult will it be to understand and apply these new e-commerce tracking capabilities?
It is likely that Google may include features that are similar to those of UA fully operational before the cut-off date or extend the cut-off deadline. However, there is no way to predict with confidence how the process will play out. Our experts will keep monitoring Google's roll-out of GA4 online shopping features, and we will update our members on the latest developments.