Comparison of Google Analytics 4 and Universal Analytics Metrics

This document is a guide that compares the user metrics between Google Analytics 4 (GA4) and Universal Analytics (UA). It outlines the key differences in how both platforms define and collect data on Total Users, Active Users, New Users, Sessions, Bounce Rate, Purchases, and Conversions. The guide explains that while GA4 and UA share similar terminology, their definitions and methods of data collection differ significantly. For instance, GA4 includes Active Users as a metric, while UA does not. The document details how GA4's approach to user identification may result in lower user counts compared to UA, and it discusses the implications of these differences on metrics like bounce rate and conversion tracking. The guide emphasizes that discrepancies in conversion counting can lead to significant variations in reported data between the two platforms, even with proper configuration. Overall, this guide serves as a resource for understanding the distinctions between GA4 and UA metrics.