Although the purpose of both tools is the same, the difference between Google Analytics 4 and Universal Analytics 360 is obvious at first glance.
To begin with, one of the main differences is the way they collect data. Google Analytics 4 uses event-based technology, which can track every action a user takes, while Universal Analytics 360 relies on the use of cookies.
This new ability to analyze user behavior and obtain metrics fusion database related to market objectives allows you to predict their next action, while respecting privacy regulations.
In this sense, the latest version of GA4 is able to rely on machine learning to complete information that is scarce due to privacy policies.
And because it's designed to integrate with other tools like Google Ads and Google Tag Manager, it allows for greater capacity for analyzing user consumption and conversion paths.
With Google Analytics 4, you can predict your users' next action thanks to its event-based technology. Get ready for new features and functionality!
Until when is Universal Analytics available?
While Google hasn't announced when it will retire Universal Analytics 360 from the web, it's expected that by July 2023, it will no longer be able to process any data, and Google Analytics 4 will completely replace it.
Retiring Universal Analytics 360 will be a huge change, as it's a tool that has been around since 2012. While reports are still available to view, this won't last long.