How do Google Analytics 4 properties differ from Universal Analytics properties?

Google Analytics 4 properties fundamentally differ from Universal Analytics properties in their data collection approach, specifically through their reliance on events rather than sessions. In GA4, every interaction is treated as an event, allowing for a more granular and flexible understanding of user behavior. This event-driven model provides a comprehensive view of the user lifecycle and supports tracking a wide range of interactions, from page views to engagements and conversions, without the constraints imposed by session-based data collection.

This contrasts with Universal Analytics, which primarily organizes data around sessions—collections of user interactions over a defined timeframe. The session-based model can sometimes obscure the detailed understanding of specific user actions. By leveraging an event-driven structure, GA4 allows for more detailed tracking of user interactions across both websites and apps, enhancing the ability to analyze user journeys.

The other choices present inaccuracies about the capabilities or scope of GA4 versus UA. For example, GA4 is not limited to app data; it also captures web data, which further enhances its versatility in tracking user interactions across platforms. Additionally, GA4 has robust reporting capabilities, making it a comprehensive tool for analytics, similar to Universal Analytics but with enhancements suited to modern tracking needs.