„Worse Results in GA4 than GA3”: Comparing Data Between Services
One of the first reactions from new GA4 users seems to be comparing the data from the configured GA4 service with the data in Universal Analytics (GA3). Of course, this isn’t a bad practice, but it’s important to keep three crucial points in mind.
Not all data and dimensions in GA4 are identical to those in GA3, even if they have the same names. A great example of this is Users. In Universal Analytics, users represent the total number of people who visited your website. In GA4, however, users only include those who had an engaged session, which essentially means Active Users. So, before you start analyzing and comparing, make sure to familiarize yourself with Google’s documentation, where all data and dimensions are clearly and specifically defined. On the support page, you can also check what to expect when comparing specific data between GA3 and GA4. Both services differ in their data collection methodology and attribution (how credit is assigned to ads, clicks, etc., for conversions). Unlike GA3, GA4 can combine data from both apps and websites, thus more accurately tracking the number of users and their customer journey to conversion. In standard Universal Analytics reports, the only available attribution model was the last non-direct click model. In GA4, basic reports are based on two attribution models: last click and first click. Additionally, you can analyze the collected data from a data-driven attribution perspective. Google Analytics 4 data may appear in the panel with a delay of up to 48 hours. In GA3, the wait time was usually only a few hours. It’s common that the list of GA4’s advantages over GA3 can lead new users to a false assumption—“the numbers should be higher or better.” The fact that GA4 measures more accurately doesn’t mean the results will be higher. For example, the previously mentioned combination of app and website data may result in a smaller number of users in GA4. GA4 can identify someone using both your app and website as a single user, whereas GA3 would have identified two separate users with two different conversion paths.
Another example is sessions—GA4 might show fewer sessions than GA3. GA4, unlike Universal Analytics, doesn’t count a new session when midnight hits or when campaign parameters change (such as a visit from a different source before the previous session times out).
In conclusion, lower numbers don’t necessarily mean worse results, and they don’t always indicate an incorrect GA4 setup. Don’t be discouraged when you see different results between the two services. Try to calmly identify the reason for the discrepancies, or feel free to consult with us.
„No Sales Data”: How E-commerce Tracking Works
A common problem among those implementing GA4 is the lack of purchase data. This is usually due to skipping the e-commerce tracking setup stage or configurations that don’t meet Google’s requirements. When implementing the service, be sure to check the solutions recommended for the platform you’re using.
GA4 can be implemented on a website in several ways, depending on the available options:
- Through a built-in integration in the store’s panel (this usually involves entering the measurement ID and checking a few boxes),
- By installing a plugin that implements the data layer (dataLayer) on the site along with the purchase events specified in Google’s documentation, and then configuring the appropriate settings in Google Tag Manager (GTM) to send event data to GA4,
- By having developers design and implement the data layer and either sending events directly to GA4 or using the data layer to send events via GTM.
If a dataLayer was created for Universal Analytics, it can be remapped using GTM and used to configure GA4.
If e-commerce tracking has been implemented but transaction and/or revenue data aren’t appearing in the panel, you should:
- Analyze the data layer’s compliance with Google’s documentation for GA4 (the dataLayer structure for GA3 was different),
- Ensure that all required parameters are being sent with events, especially the key ones: revenue value and currency code.
It’s important to remember that sending the currency code wasn’t required in GA3. However, in GA4, this information is essential—without it, you’ll only see the number of transactions without the associated revenue value.
„Demographic Gap”: Configuring Google Signals
When setting up GA4, it’s important to review all the available options in the admin panel. Leaving some of them in their default state can lead to missing data. Clients requesting GA4 audits often point out that for unknown reasons, no demographic data appears in their user reports. This happens when Google Signals, responsible for collecting this type of data, remains disabled.
It’s also important to note that Google Signals provides more precise tracking of users across different devices (cross-device tracking). If a user visits your site via a tablet, smartphone, and then computer while logged into Google, GA4 will recognize them as a single user on one conversion path.
However, enabling Google Signals also has its downsides, which should be considered before deciding to activate this feature. When your website has low traffic, GA4 applies thresholds and doesn’t display all data in reports to prevent the identification of specific users. This creates a classic “trade-off” situation. It’s wise to weigh the pros and cons of Google Signals before making a well-informed decision.
Summary
Getting used to the new Google Analytics service after years of using GA3 is certainly not easy. It’s important to seek reliable information and address any issues that arise. GA4 is, in fact, a solid tool for analyzing traffic to your website or app and is continually being improved. There’s no doubt that it’s worth implementing for any online business.
Keep in mind:
- Before implementing e-commerce tracking, ensure you choose the right method for the platform you’re using,
- The person responsible for implementing purchase event tracking should be aware of Google’s requirements for the data format,
- Carefully review all possible settings in the GA4 panel—it’s important to make informed choices about certain options/features and understand the results they will produce,
- When comparing data between services, check what can actually be compared and identify where differences may arise.
O AUTORCE
Katarzyna Góraj
Senior Digital Analyst
Pierwsze kroki na ścieżce zawodowej stawiała w social listeningu, po czym doszczętnie przepadła w świecie badań. W Yetiz zajmuje się analityką, ale i prowadzeniem kampanii PPC. Prywatnie jest uzależniona od górskich wędrówek i nie wyobraża sobie życia bez wokalu Freddiego Mercurego.
