Analytics8 min readSeptember 26, 2026

Google Analytics 4 vs Universal Analytics

GA4 is now the default. Here's what changed, what's better, and what you need to know to make the switch.

Definitions Key differences When to use Benchmarks

Google Analytics 4 (GA4) replaced Universal Analytics (UA) as Google's standard analytics platform in July 2023. If you've been using GA4 and finding it confusing, you're not alone — it's a fundamentally different product, not just an upgrade.

What are they?

Universal Analytics (UA)

Session-based data model

Website traffic and behaviour through a session-centric lens. UA was designed for desktop web browsing and measured hits (pageviews, events, transactions) within sessions.

Example: UA tracked users through sessions — a session started when a user arrived and ended after 30 minutes of inactivity or at midnight. Pageviews, events, and goals were all measured within sessions.

Google Analytics 4 (GA4)

Event-based data model

User behaviour across websites and apps through an event-centric lens. GA4 is designed for cross-platform measurement (web + app) and uses machine learning to fill data gaps from cookie restrictions.

Example: In GA4, everything is an event — a pageview is an event, a scroll is an event, a purchase is an event. There are no sessions in the traditional sense; GA4 constructs sessions from event streams.

Key differences

AspectUniversal AnalyticsGA4

Data modelSession-based (hits within sessions)Event-based (everything is an event)

Cross-platform trackingWeb only (separate app property needed)Web + app in one property

Bounce rate% of single-page sessionsReplaced by Engagement Rate (inverse of bounce)

Goals / ConversionsGoals (up to 20 per view)Conversion events (unlimited)

Data retentionUp to 50 months (paid 360)2 months (default) or 14 months (max, free)

Reporting interfaceFamiliar, structured reportsExploration-based, more flexible but steeper learning curve

When to use each

GA4 (always)All new analytics implementations

UA is permanently sunset. GA4 is the only option for new Google Analytics properties. Historical UA data is no longer processed.

GA4 ExplorationsCustom funnel analysis and path exploration

GA4's Exploration reports are significantly more powerful than UA's funnel reports — you can build multi-step funnels with any events, not just predefined goals.

GA4 AudiencesBuilding remarketing audiences for Google Ads

GA4 audiences sync directly to Google Ads and can be built from any event combination — much more flexible than UA's audience builder.

BigQuery ExportAdvanced analysis and data warehousing

GA4's free BigQuery export (unavailable in free UA) lets you run SQL queries on raw event data — a major advantage for data teams.

Benchmarks

Channel / MetricUniversal AnalyticsGA4

Engagement Rate (GA4)55% – 65%Good: 65%+

Engagement Rate = sessions with 10s+ engagement, a conversion, or 2+ pageviews. Replaces bounce rate.

Average Engagement Time45 – 90 secondsGood: 90s+

GA4 measures active engagement time, not total session duration — typically lower than UA session duration

Events per Session4 – 8 eventsGood: 8+

Higher events per session generally indicates deeper engagement with content

Conversion Rate1% – 4%Good: 4%+

GA4 conversion rate = conversions / sessions; comparable to UA goal completion rate

The bottom line

GA4 is more powerful than UA for cross-platform tracking, audience building, and custom analysis — but it has a steeper learning curve and shorter data retention. Invest time in learning Explorations and setting up conversion events properly, and GA4 will give you significantly deeper insights than UA ever could.

Try the related tools

Put these metrics into practice with our free calculators.

CTR Calculator

All Comparisons