Google Documentation
Refer to Google’s documentation for how properties in Universal Analytics differ from GA4.
Google Analytics 4, or GA4, is the most recent version of the Google Analytics service. It replaced the previous version, called Universal Analytics, or GA3, in 2023. It has an out-of-the-box version that is free to use.
The main difference between the current version of Google Analytics, GA4, and the previous version (Universal Analytics or GA3) involves who is considered a “User” of the website. Universal Analytics placed an emphasis on measuring “total users,” referred to as “Users” in reports. GA4 focuses on “Active Users,” which it still refers to as “Users.”
There are several differences between GA4 and GA3 including the way that GA4 collects, processes and reports on data. GA4 includes new metrics and dimensions that are compatible in ways they weren’t in GA3. Below is documentation that provides more insight into the differences.
Refer to Google’s documentation for how properties in Universal Analytics differ from GA4.
This article is helpful when viewing historic data from GA3 or to become familiar with properties in GA4. When interpreting data, users must make sure to understand what a property is reporting.
A dimension is an attribute of the data. It is usually text and is used to describe the data. For example, any of the metadata labels that appear in a content taxonomy could be considered a dimension.
A metric is a quantitative measurement and is always numeric. For example, a unique visitor could note the number of unique visitors to a website whereas a session indicates how many visits a website generated.
Some dimensions and metrics are standard out-of-the-box when GA4 is added to a website. Others must be configured on a custom basis.
Refer to the GA4 documentation for details and definitions of the dimensions and metrics available for use, as well as instructions for creating custom dimensions and metrics.
Content taxonomy can be used to augment data, providing additional details for content analysis. Units using non-Sitecore content management systems are welcome to use the same taxonomy used in Sitecore XM Cloud. Download a file of the taxonomy details.
GA4 automatically creates easy-to-access standard default reports upon initial setup. However, these reports do not always contain the kind of information that website managers and content authors want to see.
To enable users to customize their default view, Google has created libraries of report options. Here, users can browse collections of reports that contain the dimensions and metrics that they want to see on a regular basis. Users select reports of interest and customize the reports to meet unit needs. Users can also create reports from scratch.
Refer to the Google Analytics documentation for information on how to understand the standard reports available in GA4.
Refer to the GA4 Report Library documentation for more information on working with the Report Library and custom reports.
While Google does provide training and certification options through its Analytics Academy, there are other options. Below are two resources that the University Communications analytics team recommends. Both offer information on Google Analytics 4, or GA4, and Google Tag Manager, or GTM. The resources include courses, videos, blog articles and tutorials.
Documentation updated: June 15, 2026