This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Why does Google Analytics look different?

If you set up a website on Google Analytics after October 14 2020, you probably created a Google Analytics 4 property. Google Analytics 4 is a new kind of property, with different reports than what you're used to seeing in Universal Analytics. One advantage of a Google Analytics 4 property is that you can use it for a website, an app, or both a website and app together. Universal Analytics properties only support websites. On October 14 2020, Google Analytics 4 properties replaced Universal Analytics as the default property type.

A few of the differences between Google Analytics 4 and Universal Analytics properties:

  • Google Analytics 4 properties don't have a "UA-" tracking ID. Instead, they have a "G-" ID.
  • Google Analytics 4 properties don't have views.
  • Google Analytics 4 properties don't have goals. To track conversions, you mark an event type as a conversion

I don't want a Google Analytics 4 property. How do I revert?

You can set up a Universal Analytics property to use instead of the Google Analytics 4 property. Follow these instructions. First, however, check that you don't already have a Universal Analytics property collecting data for this website. In the property selector,

look for a property with the same name, but with a "UA-" ID. For example, in the following screenshot of a property selector, there are two properties for the same website. The first property, called out in the red box, is the Universal Analytics property. (The second property is the Google Analytics 4 property.)

If you don't see a Universal Analytics property for this website, set one up. Follow the instructions in this article.

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