The shift from Universal Analytics (UA) to Google Analytics 4 (GA4) has sparked plenty of discussion—and confusion—among website owners, marketers, and data analysts alike. Google officially sunset Universal Analytics on July 1, 2023, making GA4 the new standard. But what exactly sets GA4 apart, and how can you ensure a smooth migration?
📊 Universal Analytics vs. GA4: What’s Changed?
1. Data Model: Hits vs. Events
- Universal Analytics used a session-based model built around pageviews, events, ecommerce, and social interactions.
- GA4 is completely event-based. Everything—including pageviews—is tracked as an event with associated parameters.
👉 Why it matters: GA4 gives you a much more flexible and detailed understanding of user behavior. You can track custom actions without relying on complex event tagging or external tools.
2. User Tracking & Cross-Platform Analytics
- UA primarily focused on web tracking.
- GA4 is designed for cross-platform tracking, including web and mobile apps, offering a unified view of user interactions across devices.
👉 Why it matters: You can now see the full customer journey—whether it starts in your mobile app and ends on your website or vice versa.
3. Sessions vs. Events Logic
- In UA, sessions were king. One session could include multiple pageviews and events.
- In GA4, sessions still exist but play a less central role. Events are the foundation, and session calculations are more flexible.
👉 Why it matters: This change can impact reporting significantly. Don’t expect your GA4 session numbers to match UA—they won’t, and that’s by design.
4. Bounce Rate vs. Engagement Rate
- UA emphasized bounce rate (single-page sessions).
- GA4 replaces it with engagement rate, measuring meaningful interactions like scrolling, clicking, or staying on-site for more than 10 seconds.
👉 Why it matters: This shift promotes more accurate user engagement analysis over misleading bounce metrics.
5. Reports & Customization
- UA had dozens of predefined reports.
- GA4 starts with fewer default reports but offers more customization through Explorations, audiences, and event parameters.
👉 Why it matters: GA4 is less plug-and-play but offers far deeper analytical capabilities if you’re willing to build your own reports.
6. Machine Learning & Predictive Metrics
- GA4 includes AI-powered insights like churn probability, purchase likelihood, and predictive audiences.
👉 Why it matters: Marketers can now act proactively instead of reactively—especially valuable for eCommerce and SaaS sites.
7. Data Retention & Privacy
- UA allowed indefinite data retention.
- GA4 limits user-level data retention to 14 months maximum.
👉 Why it matters: This aligns with modern privacy standards (think GDPR, CCPA) and emphasizes anonymized, short-term data analysis.
🧭 GA4 Migration Guide for WordPress (Step-by-Step)
Now that you know how GA4 and Universal Analytics differ, let’s talk migration. Here’s how to switch your WordPress website to GA4 with minimal disruption:
✅ Step 1: Set Up a GA4 Property
- Log into Google Analytics.
- Click Admin → + Create Property.
- Select GA4 and follow the prompts to configure your new property.
- Install your tracking ID (starting with
G-
) via your preferred method (more on this below).
✅ Step 2: Add GA4 to WordPress
Option 1: Using a Plugin (Recommended for Non-Developers)
Use plugins like:
- Site Kit by Google (official plugin)
- MonsterInsights
- GA Google Analytics (lightweight)
After installing:
- Connect your GA4 property.
- Verify that events are firing using Google Tag Assistant or the Realtime tab in GA4.
Option 2: Manually with Google Tag Manager
- Set up GA4 in Google Tag Manager.
- Create a GA4 Configuration Tag and fire it on all pages.
- Use additional tags for enhanced event tracking (like scrolls, outbound links, etc.).
✅ Step 3: Configure Events and Conversions
GA4 automatically tracks:
- Pageviews
- Scrolls
- Outbound clicks
- File downloads
- Site search
You can also set up custom events for things like:
- Form submissions
- Button clicks
- eCommerce transactions
Head to Admin → Events → Create Event, and mark important ones as Conversions.
✅ Step 4: Customize Your Reports
Use the Explore section to:
- Build funnels
- Analyze user paths
- Segment by behavior, geography, device, and more
💡 Pro Tip: Create custom dashboards for stakeholders using Looker Studio (formerly Data Studio).
✅ Step 5: Keep Both Running (For Now)
It’s smart to run UA and GA4 in parallel until you’re confident with GA4. You won’t be able to import historical data, so having both ensures nothing is missed during the learning curve.
🚨 Common Migration Mistakes to Avoid
- ❌ Not setting up Conversions in GA4
- ❌ Forgetting to install the GA4 tag properly
- ❌ Expecting data to match UA 1:1
- ❌ Ignoring custom event configuration
Take your time—GA4 is a learning curve, but the flexibility is worth it.
✅ Final Thoughts: Embrace the Future with GA4
GA4 is not just an upgrade—it’s a full rebuild. While Universal Analytics served us well for over a decade, it wasn’t built for the mobile-first, cross-platform, privacy-conscious digital world we live in today.
With GA4, you get smarter data, more customization, and future-ready features. The earlier you embrace it, the more of an edge you’ll have when it comes to understanding your audience and optimizing performance.