The key differences between Universal Analytics and GA4 and our recommended approach to attribution and reporting:
|
Universal Analytics |
Google Analytics 4 |
|
|
Measurement |
Session Based | Event Based |
|
Attribution |
Defaults to last-click model, which assigns all credit for a conversion to the last touchpoint that occurred before the conversion event. | Defaults to data-driven model, which assigns credit to touchpoints based on the actual influence on conversions with machine learning algorithms. Clients have the option to switch to last-click attribution (but still with event-based measurement) |
|
Advantages |
Simple and clear. Useful in assessing immediate impact of specific campaigns or campaigns. | Holistic view of customer journey. Reduces bias toward specific touchpoints and gives credence to high funnel channels’ impact. |
|
Limitations |
Not a comprehensive view of the entire customer journey. Ignore contributions of previous touchpoints. | Requires historical data to generate accurate insights. Blackbox of understanding given the machine learning algorithms. May not work optimally if changes to marketing or behavior over time. |
What is event vs. session-based measurement?
UA uses a measurement model based on sessions, where a single session can be comprised of multiple page views, transactions, events, etc. On the other hand, GA4 measures based on events and parameters. Every interaction in GA4 is an event; even a pageview is an event. The new measurement model influences how GA4 tracks and quantifies user behavior and other data compared to UA.
What is Wunderkind’s recommended approach to attribution?
Wunderkind recommends leveraging Google’s event-based measurement, which will ultimately become the standard way of measuring performance. However, it is up to you whether to use the last-click or data-driven attribution model.
Where do I review the performance of Wunderkind (and other channels) in GA4?
Custom Explore reports can provide a view of conversions, revenue, etc. across your top marketing channels. Check out this resource, which walks through how to build your own Explore report. Reach out to your CSM for additional support.
How do I compare the performance of marketing channels from UA vs. GA4?
The definition of several key metrics (like “conversion,” “session,” and “bounce rate”) has changed with GA4. These changes impact how we understand and interpret YoY data points, reports, trends, and more. Check out this resource to learn what’s changed and how to compare metrics across platforms.