Google Analytics (GA) is a popular web analytics tool used by businesses and website owners to track and analyze website traffic and user behavior. Over the years, GA has evolved with the changing needs of its users, and currently, there are two versions of GA: Universal Analytics (UA) and Google Analytics 4 (GA4). While both versions of GA serve similar purposes, there are some key differences between the two that result in data discrepancies. In this article, we will explore these differences and explain why they occur.

Data Model

One of the main differences between GA4 and UA is their data model. UA uses a session-based model, where a session is a group of interactions that take place within a given time frame on a website. On the other hand, GA4 uses an event-based model, where an event is any user interaction with a website or app, such as clicking a button, viewing a page, or completing a form.

This difference in data models can result in data discrepancies between the two versions of GA. For example, in UA, a user can generate multiple pageviews within a single session, whereas in GA4, each pageview is considered a separate event. As a result, the number of pageviews recorded in GA4 may be higher than in UA.

Tracking Code

Another difference between GA4 and UA is the tracking code used to collect data. UA uses a JavaScript tracking code that needs to be added to every page of a website. In contrast, GA4 uses a global site tag (gtag.js) that can be added to a website’s header or included in a tag manager.

This difference in tracking code can result in discrepancies between the two versions of GA if the tracking code is not implemented correctly. For example, if the GA4 tracking code is not added to all pages of a website, some data may not be collected, resulting in lower data accuracy.

Cross-Domain Tracking

Cross-domain tracking is the ability to track user behavior across multiple domains or subdomains. In UA, cross-domain tracking is achieved by setting up cross-domain tracking parameters and modifying the tracking code on each domain. In GA4, cross-domain tracking is set up using a single global site tag that is added to all domains.

This difference in cross-domain tracking can result in discrepancies between the two versions of GA if cross-domain tracking is not set up correctly. For example, if cross-domain tracking is not set up correctly in UA, it may result in duplicate data or missing data.

User Identification

User identification is the ability to identify individual users and track their behavior over time. In UA, user identification is achieved using a unique client ID that is generated for each user. In GA4, user identification is achieved using a user ID that is set by the website owner.

This difference in user identification can result in discrepancies between the two versions of GA if user identification is not set up correctly. For example, if a website owner does not set up user ID in GA4, it may result in lower data accuracy compared to UA.

Data Sampling

Data sampling is the process of analyzing a subset of data to estimate insights about the entire data set. In UA, data sampling is used to process large amounts of data and generate reports faster. In GA4, data sampling is used to process large amounts of data and reduce the amount of data stored in the system.

This difference in data sampling can result in discrepancies between the two versions of GA if data is sampled differently in each version. For example, if UA samples data differently than GA4, it may result in different insights and conclusions.

Warning: If you don’t know about javascript or don’t have developing knowledge then don’t try to Data discrepancy Google Analytic 4 (GA4) and Google Analytic (UA) that can break your site, Cart and other functionality 

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