Universal Analytics (UA) and Google Analytics 4 (GA4) are both web analytics platforms used to track website traffic and user behaviour, but they function fundamentally differently. UA relies heavily on cookies and sessions, while GA4 uses an event-based data model, offering a more holistic view of the customer journey across websites and apps.
- Event-Based Tracking: GA4 tracks *everything* as an event, providing greater flexibility in analysing user interactions.
- Machine Learning Integration: GA4 now features predictive metrics like churn probability and revenue prediction, helping businesses proactively optimise campaigns.
- Cross-Platform Analytics: GA4 seamlessly integrates data from your website *and* mobile app, providing a unified customer view.
- Privacy-Centric Design: GA4 is built with user privacy in mind, adapting to evolving data regulations like the Australian Privacy Principles (APPs).
As of early 2026, current systems include a greater emphasis on data privacy and cross-device tracking. Australian businesses are increasingly focused on complying with stricter data regulations, and GA4’s privacy features are crucial. In 2026, GA4’s machine learning capabilities are becoming essential for optimising marketing spend and personalising customer experiences, particularly for businesses operating in competitive markets like Sydney and Melbourne. The platform’s ability to model data, even with cookie restrictions, is a significant advantage.
Rather than navigating such complex technicalities yourself, you can simply reach out to our team. At ROI growth agency, we can take care of all this for you. Visit https://lp.roi.com.au/contact-us/ to get started.
