Universal Analytics (UA) and Google Analytics 4 (GA4) are both web analytics platforms, but they collect and process data in fundamentally different ways; UA relies on sessions, while GA4 is event-based, meaning all user interactions are recorded as distinct events.
As of December 2025, Universal Analytics no longer processes new data. GA4, introduced in 2020, is now the standard Google Analytics platform. Key differences include GA4’s cross-platform tracking – combining website and app data – and its focus on user lifecycle rather than just website visits. GA4 currently utilises machine learning to fill data gaps where user consent isn’t given, a crucial consideration given Australia’s privacy regulations. GA4’s data modelling means reporting may differ from UA, even with the same tracking implemented. In 2026, GA4 now includes enhanced conversion modelling capabilities, providing more accurate insights even with limited cookies. Data retention settings in GA4, currently configurable up to 14 months for user-level data, are important for Australian businesses to understand in relation to data storage compliance. GA4’s integration with Google Ads remains strong, allowing for more refined audience targeting.
GA4 functions by tracking all user interactions as events, providing a more flexible and comprehensive view of the customer journey.
