Universal Analytics vs. Google Analytics 4: User Metrics

As the number of digital shoppers rises, so too do the types of devices they use to browse and purchase. These different devices represent equally valuable points of access. It is not a trivial analytics challenge to deal with all these data streams and keep track of your unique users. If you’re a multi-platform enterprise, this challenge only grows.

The average number of connected devices per US household for online shopping is 6.8. That’s nearly 7 different devices from desktop computers, tablets, and smartphones for each family.

When switching from Universal Analytics to Google Analytics 4, it’s important to have a thorough understanding of what is changing when it comes to your user metrics.

Understanding this change will enable you to interpret your data as accurately as possible going forward. 

In our new video, we explore how users are represented in UA, and answer: “how does this metric translate to GA4’s setup?”

Holger Tempel

Holger Tempel

Holger is among the first Google Analytics partners worldwide since early 2005. Holger is considered one of the leading experts on digital analytics and is a renowned trainer who can simplify complex ideas into real-world practical examples with actionable insights.

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