Key Differences Between Google Analytics 4 (GA4) vs Universal Analytics

Published July 26 2023


By Elite Digital Team

Google Analytics has been a staple tool for website owners and marketers for years, providing valuable insights into website traffic and user behaviour. However, with the announcement of Google Analytics ceasing data collection for standard UA properties on 1st July 2023 and UA 360 properties on 1st October 2023, it’s time for users to transition to GA4, the advanced version of Google Analytics.

What is Google Analytics?

Google Analytics, as many are familiar with, allows users to track website traffic, user interactions, and popular pages. It helps identify actions such as purchases or form submissions on the website. On the other hand, GA4 goes beyond just websites and incorporates app data as well.

What is GA4?

One significant difference between the two is how they report user metrics. Google Analytics mainly focuses on “Total Users” in most of its reports, while GA4 focuses on “Active Users.” This shift in perspective offers a more nuanced understanding of user engagement.

Moreover, GA4 introduces a different approach to capturing user interactions. In Google Analytics, interactions were captured in various hit types like page views, social interactions, and transactions. However, GA4 treats each interaction as an event, streamlining data collection and analysis.

GA4 vs. Google Analytics: Unveiling the Key Differences and Advantages

The benefits of GA4 extend beyond these differences. GA4 offers more advanced features, such as cross-platform tracking, predictive insights using AI, enhanced privacy controls, and improved user-centric data analysis. With the integration of app data, GA4 provides a more comprehensive view of user behavior across both websites and mobile apps.

As the deadline for the discontinuation of data collection in Google Analytics approaches, it is crucial for marketers and website owners to make the switch to GA4. This migration will ensure they continue to receive valuable insights and stay up-to-date with the latest advancements in analytics.

Bounce Rate is a critical metric used in both Google Universal Analytics (UA) and Google Analytics 4 (GA4) to measure user engagement on websites or apps. However, there are differences in how the two versions calculate and interpret the bounce rate.

Bounce Rate in Google Universal Analytics (UA)

In GA Universal, the Bounce Rate is defined as the percentage of single-page sessions where a user enters a website and leaves without any interaction, such as clicking on links, triggering events, or navigating to another page. This means that if a user visits a page and does not engage with any further content on the website before leaving, the session is considered a bounce.

For example, if a user lands on a blog post, reads it for a few minutes, but doesn’t click on any other pages or perform any additional actions, the session will be recorded as a bounce.

Bounce Rate in Google Analytics 4 (GA4)

In GA4, the Bounce Rate is calculated differently. Instead of focusing solely on single-page sessions without any interactions, GA4 introduces the concept of “Engaged Sessions.” An engaged session is a session that meets one or more of the following criteria:

Includes one or more conversion events (such as completing a form or making a purchase)

If a session does not meet any of these criteria, it is considered a bounce in GA4. This means that even if a user spends a short time on a page or performs a conversion event but leaves the website before meeting any of the criteria for an engaged session, the session will be counted as a bounce in GA4.

The key difference in the interpretation of bounce rate between GA Universal and GA4 lies in how user engagement is considered. GA Universal focuses on interactions within the same page, whereas GA4 considers broader engagement across the entire session.

As a result, the bounce rate in GA4 is generally expected to be higher compared to GA Universal. This is because sessions that may not be considered bounces in GA Universal could be classified as bounces in GA4 if they don’t meet the criteria for an engaged session.


Google Analytics 4 is an advanced and powerful tool that takes website and app analytics to new heights. If you have been using Google Analytics, now is the time to embrace GA4 to leverage its benefits fully. Stay tuned for more posts and updates on Google Analytics 4 as its adoption becomes essential in the analytics landscape. While both Google Universal Analytics and Google Analytics 4 provide valuable insights into user engagement through the bounce rate metric, it’s essential to be aware of the differences in their definitions and interpretations. With GA4’s focus on broader session engagement, marketers and website owners may observe variations in bounce rate metrics between the two versions. As businesses transition to GA4, understanding these differences will help ensure accurate data analysis and informed decision-making.

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