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 uses machine learning to fill data gaps where user consent isn’t given, a crucial consideration given Australia’s privacy regulations. GA4’s data modelling now includes conversions modelled from data, providing insights even with incomplete data sets. In 2026, GA4 will continue to receive feature updates, including enhanced integration with Google’s marketing platforms like Google Ads. GA4’s pricing remains free for standard usage, with Google Analytics 360 (a paid enterprise version) available for larger Australian businesses needing advanced features and support. Data residency options for Australian users are available through Google Cloud.
Essentially, GA4 functions by tracking individual user interactions as events, providing a more flexible and privacy-centric approach to web analytics compared to UA’s session-based model.
