Analytics 360 vs GA4: Which is Right for Your Business?

Analytics plays an important role in digital marketing, providing insights and data-driven strategies to optimize business performance. In this article, we will compare two popular analytics platforms: Google Analytics 360 (GA360) and Google Analytics 4 (GA4). We will explore their features, benefits, and differences to help you make an informed decision.

Overview of Analytics 360:

Google Analytics 360 is a comprehensive analytics platform designed for enterprise-level businesses. It offers advanced features such as custom funnels, advanced segmentation, data-driven attribution, and integration with other Google marketing tools. Analytics 360 provides a holistic view of your website and marketing campaigns, allowing you to make data-backed decisions for your business.

Features and capabilities of Analytics 360:
Analytics 360 offers a range of advanced features and capabilities that make it a powerful analytics platform for enterprise-level businesses. Some key features include:

  • Custom Funnels: Analytics 360 allows you to create custom funnels to track specific user journeys and conversion paths.
  • Advanced Segmentation: With Analytics 360, you can segment your data based on various dimensions and metrics to gain deeper insights into user behavior.
  • Data-Driven Attribution: This feature helps you understand the impact of different marketing channels and touchpoints on conversions by using advanced attribution models.
  • Integration with Google Marketing Platform: Analytics 360 seamlessly integrates with other Google Marketing Platform tools, such as Google Ads and BigQuery, allowing for a unified marketing and analytics ecosystem.

Benefits of using Analytics 360:
Using Analytics 360 offers several benefits for businesses:

  • Comprehensive Data Analysis: Analytics 360 provides a holistic view of your website and marketing campaigns, allowing you to analyze data from multiple sources and gain valuable insights for decision-making.
  • Advanced Reporting: The platform offers customizable reports and dashboards, allowing you to visualize and present data in a way that suits your business needs.
  • Enhanced Data Governance: Analytics 360 provides features like subproperties, which allow you to filter and create specific data sets for different audiences or use cases, ensuring better organization and accessibility of data.
  • Integration with Google Marketing Platform: Analytics 360 seamlessly integrates with other Google Marketing Platform tools, enabling you to leverage the full potential of Google’s marketing ecosystem.

Introduction to GA4:

Google Analytics 4 is the latest version of Google Analytics, designed to provide a more unified and future-proof analytics solution. GA4 focuses on event-based tracking, machine learning, and cross-platform data integration. It offers a more flexible and privacy-friendly approach to data collection, allowing businesses to adapt to changing digital landscapes.

Features and capabilities of GA4:
Google Analytics 4 (GA4) is the latest version of Google Analytics, offering several new features and capabilities. Some key features include:

  • Event-Based Data Collection: GA4 collects event-based data from both websites and apps, providing a more comprehensive understanding of the customer journey.
  • Enhanced Data Privacy: GA4 offers better user privacy options and compliance with data regulations, making it more privacy-focused compared to previous versions.
  • Unified View: GA4 provides a unified view between app and web data, allowing businesses to analyze user behavior across different platforms.
  • Machine Learning and Predictive Insights: GA4 utilizes machine learning algorithms to provide predictive insights and fill gaps in data, allowing for more accurate analysis and attribution.

Advantages of GA4 over previous versions:
GA4 offers several advantages over previous versions of Google Analytics:

  • Unified Data Collection: GA4 combines app and web data into a single property, providing a more holistic view of user behavior and interactions.
  • Improved Cross-Platform Tracking: With GA4, businesses can track user interactions across multiple platforms, including websites and mobile apps, allowing for a more comprehensive understanding of the customer journey.
  • Enhanced Privacy and Compliance: GA4 prioritizes user privacy and offers better compliance with data regulations, providing businesses with a more privacy-focused analytics solution.
  • Predictive Insights: GA4 leverages machine learning to provide predictive insights, allowing businesses to anticipate user behavior and make data-driven decisions.

Comparison with Analytics 360 in terms of features and benefits:
While Analytics 360 (GA360) and GA4 share some similarities, there are notable differences between the two:

  • Data Collection: GA4 collects event-based data, while GA360 primarily relies on pageviews and sessions for data collection.
  • Integration: GA4 seamlessly integrates with other Google Marketing Platform tools, such as Google Ads and BigQuery, similar to GA360.
  • Pricing: GA4 offers a free version, making it accessible to businesses of all sizes, whereas GA360 is a paid enterprise-level solution.
  • Advanced Features: GA360 offers advanced features like custom funnels, advanced segmentation, and data-driven attribution, which may not be available or as robust in GA4.

It’s important to note that GA4 is the future of Google Analytics, and businesses are encouraged to transition to GA4 as Universal Analytics properties will stop collecting data shortly.

Key Differences between Analytics 360 and GA4:

  1. User Interface and Reporting: Analytics 360 has a familiar interface with a wide range of customizable reports, while GA4 offers a simplified and more intuitive UI with event-based reporting capabilities.
  2. Data Collection and Measurement: GA4 uses an events driven model, allowing for more granular tracking and analysis. It also includes enhanced measurement features like cross-platform tracking, predictive metrics, and real-time data.
  3. Integration with Other Tools and Platforms: Analytics 360 seamlessly integrates with various Google Marketing Platform tools, such as Google Ads and BigQuery. GA4 offers tighter integration with Google Ads and supports data import from other platforms.
  4. Cost and Pricing Structure: Analytics 360 is a premium solution with a higher price point, suitable for larger enterprises. GA4, on the other hand, is available for free, making it accessible to businesses of all sizes.

Use Cases and Scenarios:

  • E-commerce businesses can benefit from Analytics 360’s advanced e-commerce tracking and attribution capabilities. GA4’s event-based tracking and cross-platform integration can provide valuable insights for businesses with multiple sales channels.
  • Mobile app developers can leverage GA4’s enhanced mobile app tracking features, including app-to-web tracking and deeper insights into user engagement and retention.
  • Content publishers can utilize Analytics 360’s audience segmentation and content performance analysis to optimize their content strategy. GA4’s event-based tracking can provide insights into user behavior across multiple platforms.
  • Enterprise-level companies with complex data requirements may find Analytics 360’s scalability and advanced features more suitable for their needs. GA4’s flexibility and future-proof approach can be advantageous for businesses looking to adapt to evolving digital landscapes.

Migration and Transitioning from Analytics 360 to GA4

Migrating from Analytics 360 to GA4 requires careful planning and execution. Businesses should consider factors such as data compatibility, customizations, and training. Best practices for a smooth transition include setting up parallel tracking, mapping existing data to GA4 events, and gradually phasing out Analytics 360.

Steps and considerations for migrating from Analytics 360 to GA4:
Migrating from Analytics 360 to GA4 requires careful planning and execution. Here are some steps and considerations to keep in mind:

  • Evaluate your current setup: Assess your existing Analytics 360 implementation, including tracking codes, goals, custom dimensions, and reports. This will help you understand the scope of the migration and identify any potential challenges.
  • Create a new GA4 property: Start by creating a new GA4 property in your Google Analytics account. This will serve as the foundation for your migration. You can have both Analytics 360 and GA4 properties running simultaneously during the transition period.
  • Configure data streams: Set up data streams in GA4 to collect data from your websites and apps. Data streams define the data sources and specify the parameters for data collection. Ensure that you configure data streams correctly to capture the necessary information.
  • Map goals and events: Analyze your existing goals and events in Analytics 360 and map them to the corresponding conversion events in GA4. This step is crucial for maintaining continuity in tracking and reporting.
  • Implement tracking codes: Update your website and app tracking codes to include the GA4 measurement ID. This will ensure that data is sent to both Analytics 360 and GA4 during the migration period.
  • Test and validate: Thoroughly test the tracking implementation in GA4 to ensure that data is being collected accurately. Compare the data between Analytics 360 and GA4 to identify any discrepancies and address them accordingly.

Challenges and potential issues in the migration process:
Migrating from Analytics 360 to GA4 can come with its own set of challenges. Some potential issues to be aware of include:

  • Data loss: During the migration, historical data from Analytics 360 may not be transferred to GA4. It’s essential to plan for this and consider exporting and storing important historical data separately.
  • Different data model: GA4 uses an event-based data model, which may require rethinking and restructuring your tracking strategy compared to the session-based model used in Analytics 360.
  • Learning curve: GA4 introduces a new reporting interface and terminology, which may require some time for your team to adapt and become familiar with the new platform.

Best practices and tips for a smooth transition:

  • Plan: Develop a migration plan that outlines the steps, timeline, and resources required for the transition. This will help you stay organized and minimize disruptions.
  • Communicate with stakeholders: Keep your team and relevant stakeholders informed about the migration process, its impact, and any changes they need to be aware of. This will help manage expectations and ensure a coordinated effort.
  • Train your team: Provide training and resources to your team members to familiarize them with GA4’s features, interface, and reporting capabilities. This will empower them to make the most of the new platform.
  • Gradual transition: Consider a phased approach to the migration, gradually shifting from Analytics 360 to GA4. This allows for a smoother transition and gives your team time to adapt to the new platform.
  • Monitor and optimize: Continuously monitor the data in GA4 and compare it with Analytics 360 to identify any discrepancies or issues. Optimize your tracking implementation and reporting based on the insights gained from GA4.


Choosing the right analytics platform between Analytics 360 and GA4 depends on your business’s specific needs and goals. While Analytics 360 offers robust features and integration options, GA4 provides a more future-proof and flexible approach to analytics. Evaluate your requirements, consider the key differences, and opt for the platform that aligns best with your business objectives.

Frequently Asked Questions (FAQs):

Q1: What is the difference between GA360 and GA4?
GA360, or Google Analytics 360, is a comprehensive analytics solution provided by Google, while GA4, or Google Analytics 4, is the latest version of Google Analytics. The main difference lies in their architecture and approach to data collection and analysis.

Q2: What are the features and capabilities of Analytics 360?
Analytics 360 offers advanced features such as data-driven attribution, advanced segmentation, unsampled reporting, and integration with other Google Marketing Platform products. It provides enhanced data collection, analysis, and reporting capabilities for businesses with complex analytics needs.

Q3: What are the advantages of GA4 over previous versions of Google Analytics?
GA4 introduces a more flexible event-based data model, enhanced cross-device tracking, and a focus on machine learning and predictive analytics. It also offers improved integrations with other Google products like Google Ads and BigQuery, enabling more comprehensive data analysis and marketing optimizations.

Q4: How does GA4 compare to Analytics 360 in terms of features and benefits?
GA4 and Analytics 360 have some overlapping features, but GA4 introduces new capabilities like enhanced tracking of user journeys, machine learning-powered insights, and more cross-platform tracking options. However, Analytics 360 offers a more mature and comprehensive set of features for organizations with complex analytics requirements.

Q5: What are the steps and considerations for migrating from Analytics 360 to GA4?
Migrating from Analytics 360 to GA4 requires careful planning. The steps typically involve reviewing and mapping existing data structures, setting up GA4 properties, configuring data streams, and updating tracking codes. It is important to assess the impact on existing reports and integrations and ensure a smooth transition.