Experience with Google Analytics 4 and Universal Analytics

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I wanted to share my recent experience with Google Analytics 4 (GA4) and Universal Analytics (UA) and highlight the significant difference between the two platforms.

On 26th April 2022, I noticed a sudden spike in direct visits on our website, recorded as 690 visits in UA with a bounce rate of 3.13% and an average session duration of 0.10 seconds. Upon further investigation, I realized that our website had probably been attacked by a spambot.

Screenshot 1: Universal Analytics report showing the spike in direct visits on 26th April 2022.

However, when I checked the same metrics in GA4, I was relieved to see that the number of direct visits was much lower, recorded at 36 visits. This difference can be attributed to GA4's improved bot filtering capabilities, which automatically exclude spam bot visits.

Screenshot 2: GA4 report showing the lower number of direct visits on 26th April 2022.
In comparison, UA(universal analytics) did not automatically exclude these spam bot visits, even though the bot filtering box was already ticked. This highlights the importance of GA4's improved bot filtering and its ability to provide more accurate insights into the behavior of human users on our website.

I wanted to share this experience with you to emphasize the difference between GA4 and UA and the importance of using GA4 for filtering bot traffic.

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