{"id":18557,"date":"2023-07-11T16:48:24","date_gmt":"2023-07-11T14:48:24","guid":{"rendered":"https:\/\/trilogi.com\/blog\/google-analytics-4-vs-universal-analytics-why-doesnt-the-data-match\/"},"modified":"2026-10-23T18:21:49","modified_gmt":"2026-10-23T16:21:49","slug":"google-analytics-4-vs-universal-analytics-why-doesnt-the-data-match","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/google-analytics-4-vs-universal-analytics-why-doesnt-the-data-match\/","title":{"rendered":"Google Analytics 4 vs. Universal Analytics: why doesn\u2019t the data match?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Since <a href=\"https:\/\/trilogi.com\/blog\/en\/google-analytics-4-5-tips-to-get-the-most-out-of-it\/\">Google Analytics 4<\/a> (GA4) launched in October 2020, many digital marketers and website owners have noticed significant differences between the data reported by GA4 and its predecessor, Universal Analytics (UA). But why doesn\u2019t the data match? Let\u2019s look at some of the key reasons.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Differences in data collection and processing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">GA4 and UA differ fundamentally in how they collect, process and report data. While UA is based on sessions and pageviews, GA4 focuses on events and users. This means \u201cequivalent\u201d metrics between the two versions are calculated differently, which can lead to discrepancies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Differences in attribution<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UA uses a last non-direct click attribution model, meaning it attributes the conversion to the last traffic source that isn\u2019t direct. GA4, on the other hand, uses a last-click attribution model, attributing the conversion to the last traffic source, even if it\u2019s direct. This difference in attribution can lead to discrepancies in conversion data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Differences in active user metrics<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UA calculates daily, weekly and monthly active users based on sessions. GA4, however, takes a more user-centric approach, counting users who interact with the site in any way during the specified time period. This can result in discrepancies in active user data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Event and pageview setup<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In GA4, all interactions are treated as events, including pageviews. In UA, pageviews and events are handled differently. GA4 also automatically records certain events that UA doesn\u2019t. These differences can lead to discrepancies in pageview and event data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Session tracking<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UA defines a session as a period of continuous interaction with the website that ends after 30 minutes of inactivity. GA4, on the other hand, considers a session to end after 30 minutes of inactivity or at midnight. This difference can result in discrepancies in session data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In short, the differences between GA4 and UA stem from fundamental changes in how data is collected, processed and reported. Although this can lead to discrepancies, GA4 offers a more complete, user-centric view that can help marketers better understand user behavior and optimize their marketing strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since Google Analytics 4 (GA4) launched in October 2020, many digital marketers and website owners have noticed significant differences between the data reported by GA4 and its predecessor, Universal Analytics (UA). But why doesn\u2019t the data match? Let\u2019s look at some of the key reasons. Differences in data collection and processing GA4 and UA differ [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16507,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-18557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Analytics 4 vs. Universal Analytics: why doesn\u2019t the data match? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Google Analytics 4 vs. Universal Analytics. Why doesn\u2019t the data match? 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