You’re likely seeing lower traffic in Google Analytics 4 (GA4) compared to Universal Analytics (UA) because GA4’s data model is fundamentally different, focusing on user engagement and events rather than pageviews, and it’s now more reliant on consent-based data collection as of December 2025.
Universal Analytics, widely used until its sunsetting in July 2023, primarily tracked pageviews. GA4, however, uses a data stream model, collecting data based on events – actions a user takes on your website or app. This means a single user interacting with dynamic content might trigger multiple events, but not necessarily multiple pageviews. Furthermore, privacy regulations, including Australia’s ongoing refinements to the Privacy Act 1988, are driving increased cookie consent requirements. GA4, as of December 2025, more strictly adheres to these, meaning fewer users are automatically tracked without explicit consent. Google’s Privacy Sandbox initiatives, rolling out throughout 2025 and 2026, further impact tracking by limiting third-party cookie access. GA4 now includes enhanced consent mode integration, which attempts to model behaviour when consent is not given, but this results in aggregated and estimated data, appearing as lower reported numbers. The platform currently offers data-based modelling for gaps in data up to a certain percentage, but this is not a direct replacement for consented data.
GA4’s reporting reflects user behaviour and consented data collection, providing a different, and often lower, view of traffic compared to the older, pageview-centric Universal Analytics.
