UA vs GA4: The Biggest Differences When it Comes to Insights
The most significant difference for people now using Google Analytics 4 (GA4) when it comes to insights is the introduction of AI-driven insights. Unlike its predecessor, Universal Analytics, GA4 leverages machine learning to provide automated and actionable insights.

However, it’s important to note that while GA4’s AI-driven insights are incredibly valuable, they shouldn’t replace human analysis entirely. Marketers and analysts should still interpret and validate the AI-generated insights to ensure they align with business objectives and contextual knowledge. Nevertheless, the addition of AI-driven insights in GA4 represents a significant leap forward in providing users with more powerful and actionable intelligence for optimizing their digital strategies.



This blog was co-authored by marketer + machine
Marketer: Ashley Evdokimo | Sr. Content Strategist, AiAdvertising
Machine: ChatGPT

Additional Resources