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

The key distinction between Google Analytics 4 properties and Universal Analytics properties is that GA4 properties use an event-based model for data collection, while Universal Analytics relies on a session-based model. In GA4, every interaction is treated as an event, which provides more flexibility in tracking user behavior on websites and apps. This model allows for more granular data collection, including user interactions like clicks, page views, and purchases, each tracked as an individual event.

In contrast, Universal Analytics primarily organized data around sessions, where a session includes all interactions made by a user within a specific timeframe. This can limit the depth of insights about individual user interactions since multiple interactions during a single session are aggregated.

By adopting an event-based architecture, GA4 offers enhanced capabilities for understanding user engagement and journey across channels, allowing businesses to leverage richer insights into user behavior and create more tailored experiences.