The shift from Universal Analytics (UA) to Google Analytics 4 (GA4) has brought significant changes to how ecommerce data is tracked and analyzed. While both platforms offer eCommerce tracking capabilities, the underlying methodologies and data structures differ considerably.
Understanding these differences is crucial for businesses looking to optimize their online stores and make data-driven decisions. With the sunset of Universal Analytics in July 2024, businesses are transitioning to Google Analytics 4. While GA4 offers new capabilities, it's essential to understand the key distinctions between the two platforms to ensure a smooth migration and accurate data analysis. This blog post we will try to share with you the core differences between UA and GA4 eCommerce tracking. Let’s get started.
The eCommerce Timeline from UA to GA4
Over the years, Google Analytics has continuously evolved to better meet the needs of eCommerce businesses. Let’s take a quick look at how these changes have shaped the platform and enhanced its capabilities over time.
A Comparison of eCommerce Tracking: UA vs. GA4
We've outlined the difference of both Universal Analytics and Google Analytics 4 to give you a clear understanding of how eCommerce tracking has evolved over time. This comparison will help you understand the things that have changed in GA4 for eCommerce and provide you key insights on how to properly adapt to the new platform.
We won't go into a deep dive on each of these GA4 eCommerce tracking changes here, but if you're interested in learning more and want to get started with GA4 eCommerce tracking, be sure to check out our recent blog posts:
→ How to Set Up Google Analytics 4 with eCommerce Tracking
→ 2024 GA4 eCommerce Attribution: Different Google Analytics Attribution Models
→ Diving Deeper into eCommerce + Lead Generation Key Events
It’s so important to understand how top eCommerce platforms like Shopify, WooCommerce, and Squarespace adapted to the UA to GA4 transition.
What changed in Shopify platform after the UA to GA4 eCommerce transition?
While Shopify doesn't have direct control over the analytics platforms themselves, they've taken steps to facilitate the migration for their merchants:
- Early adoption and integration: Shopify was one of the first platforms to integrate GA4, allowing merchants to set up both UA and GA4 simultaneously for data comparison.
- Educational resources: Shopify has provided resources and guides to help merchants understand the differences between UA and GA4, and how to migrate their data effectively.
- Continued support: Shopify continues to offer support for GA4 setup and troubleshooting, ensuring a smooth transition for its users.
It's important to note that while Shopify has facilitated the process, the fundamental changes in tracking methodology and data structure are driven by Google's transition from UA to GA4.
→ Learn more about how to set up GA4 in Shopify
What changed in WooCommerce (WP) platform after the UA to GA4 eCommerce transition?
WooCommerce, being a popular open-source eCommerce plugin for WordPress, has been significantly impacted by the shift from Universal Analytics (UA) to Google Analytics 4 (GA4).
While WooCommerce itself hasn't undergone fundamental changes, the integration with analytics platforms has evolved. This means that WooCommerce users had to adapt their tracking setups to align with GA4's event-based model and new eCommerce tracking parameters.
Key considerations for WooCommerce users during the transition include:
- Plugin compatibility: Ensuring that WooCommerce plugins and extensions are compatible with GA4.
- Enhanced eCommerce setup: Implementing the correct events and parameters to accurately track eCommerce data in GA4.
- Data migration: Transferring historical data from UA to GA4 for comparison and analysis.
- New data model: Understanding and adapting to GA4's event-based structure.
→ Learn more about how to set up GA4 in WooCommerce
What changed in the Squarespace platform after the UA to GA4 eCommerce transition?
While Squarespace doesn't have direct control over the analytics platforms, it has integrated GA4 to provide users with the option to utilize the newer platform.
Key points about Squarespace and the UA to GA4 transition include:
- GA4 integration: Squarespace offers integration with GA4, allowing users to set up and utilize both platforms simultaneously.
- User experience: The platform has focused on providing a seamless transition for users, offering resources and support.
- Data migration: While Squarespace doesn't handle data migration directly, it offers tools and guidance to facilitate the process.
It's essential for Squarespace users to understand the differences between UA and GA4 to make informed decisions about their analytics strategy.
→ Learn more about how to set up GA4 in Squarespace
Key considerations for eCommerce measurement from UA to GA4
Data Structure and Collection
Both platforms offer advanced eCommerce features, but the data layer structure and event names have been updated in GA4.
To ensure accurate data collection, it's important to have a well-organized data layer that includes all relevant eCommerce information.
Reporting and Analysis
GA4 introduces a new way of organizing metrics and dimensions, which means you'll need to adjust your reporting approach. Focus on key metrics like user engagement, conversion rates, and customer lifetime value.
eCommerce Metrics and KPIs
Metrics like revenue and transactions are still important in GA4, though there may be some differences in how they are calculated. For example, Universal Analytics reported total revenue based on the sum of all revenue values across transactions. Whereas GA4 reports the total revenue based on the sum of all value parameters across purchase events. Additionally, GA4 introduces the concept of "revenue per user", which is calculated by dividing the total revenue by the number of unique users.
GA4 also introduces the concept of "unique purchases", which counts the number of unique transaction_id values, rather than the total number of purchase events. This "unique purchases" metric in GA4 is more comparable to the transaction count in UA, as it avoids double-counting in cases where a user makes multiple purchases within the same session.
Moreover, you can get deeper insights into product performance by looking at metrics like purchase rate, average order value, and item quantity in GA4. To understand customer behavior, analyze purchase funnels, user paths, and engagement metrics.
Implementation and Setup
Accurate data collection depends on a solid GA4 setup. Use debugging tools and testing methods to ensure your setup is correct. Clearly define event parameters for eCommerce actions to make analysis easier. Using Google Tag Manager can simplify the process by managing tags and triggers efficiently.
Additional Considerations
GA4 is great for tracking user behavior across different devices and platforms. Take advantage of its built-in machine learning features for predicting trends and creating audience segments. Make sure to follow data privacy regulations and use strong data protection practices to keep your data safe.
FAQs
Q:What are the key metrics and dimensions in UA and GA4 for eCommerce?
A:Both platforms track core metrics like transactions, revenue, and average order value. However, GA4 offers expanded metrics and dimensions for deeper insights.
Q:How does machine learning impact eCommerce tracking in GA4?
A:GA4 utilizes machine learning for features like predictive metrics, user lifetime value (LTV) estimation, and anomaly detection, providing deeper insights into customer behavior and eCommerce measurement.
Q:What are the best practices for optimizing eCommerce tracking in GA4?
A:Prioritize accurate data collection, leverage enhanced measurement features, regularly review and update tracking implementation, and utilize custom dimensions and metrics for specific business needs.
Q:How can I measure the impact of marketing channels on eCommerce performance in GA4?
A:Use UTM parameters, Google Ads integration, and attribution modeling to analyze the effectiveness of different marketing channels on driving eCommerce conversions.
Final Word
Reflecting on our journey as marketers, it’s clear how much we’ve adapted over the years. Learning and staying updated with Google Analytics 4, particularly for eCommerce, is crucial as it offers powerful features that are both free and accessible. We hope this blog post has given you valuable insights to make the most of GA4. Thanks for reading, and we wish you success in leveraging these tools for your business.
