What is a key distinction between Google Analytics 4 properties and Universal Analytics properties?

The distinction that GA4 properties rely on "events" for data collection is a fundamental shift from the approach taken by Universal Analytics properties. In Universal Analytics, the model primarily focused on sessions and pageviews, treating those as the core components of user interactions. This meant that much of the tracking and reporting was built around session-based metrics.

GA4 represents a more flexible, event-driven data model, where every interaction is captured as an event. This allows for greater granularity and customization in tracking user behavior across websites and apps. Each event can have parameters that provide context and additional detail about the interaction, making it more adaptable to varying analysis needs.

This event-centric model enables practitioners to track a broader array of user interactions, including clicks, file downloads, and video plays, without being constrained by the session-oriented structure of Universal Analytics. It gives businesses more detailed insights into user engagement and behavior, supporting a more comprehensive approach to data analysis.