davidss
Guest
Feb 25, 2026
2:45 AM
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The biggest change between Universal Analytics (UA) and Google Analytics 4 (GA4) is the tracking model. Universal Analytics was session-based, focusing on pageviews and sessions. social media marketing agency in kerala
GA4 uses an event-based model, where every interaction—clicks, scrolls, and purchases—is tracked as an event.GA4 also offers improved cross-device tracking, enhanced privacy controls, and predictive insights powered by machine learning. Reporting has changed with more customizable dashboards and deeper user journey analysis.
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