Where to find GA Universal Analytics (UA) options in GA4?

This is a ready reference for those exploring migration to GA 4 for their analytics. This blog shares a 1-on-1 mapping between options in GA UA and corresponding options in GA4.

NOTE: Not all GA-UA options are available in GA4. This blog is not a substitute for full-scale GA4 migration training. 

Use it for your analytics migration and share it with your colleagues or friends who might need it. 

GA – UA Options Available in GA4

Acquisition in GA – UA vs GA4

Acquisition Overview in GA – UA vs GA4

GA – UA: Acquisition > Overview

GA4: Reports > LifeCycle > Acquisition > Acquisition Overview

Channel-wise Traffic Acquisition in GA – UA vs GA4

GA – UA: Acquisition > All Traffic > Channels

GA4: Reports > LifeCycle > Acquisition > Traffic acquisition: Session default channel group

Scroll down below these blocks to see a tabulated channel-wise (horizontal multi-fold) report which will contain the following fields of data.

• Users
• Sessions
• Engaged sessions
• Average engagement time per session
• Engaged sessions per user
• Events per session
• Engagement rate
• Event count
• Conversions
• Total revenue

Source/Medium Traffic in GA – UA vs GA4

GA – UA: Acquisition > All Traffic > Source/Medium

GA4: LifeCycle > Acquisition > Traffic acquisition: Session default channel group (Change Primary Dimension to Source/Medium)

Scroll right to see all fields of data.

• Users
• Sessions
• Engaged sessions
• Average engagement time per session
• Engaged sessions per user
• Events per session
• Engagement rate
• Event count
• Conversions
• Total revenue

Referral traffic

GA – UA: Acquisition > All Traffic > Referrals

GA4: Reports > LifeCycle > Acquisition > Acquisition Overview > Scroll to Sessions and Click “View traffic acquisition”

Search Console Integration with GA – UA and GA 4

The steps here are mostly the same across all categories. For a deeper understanding of GA integration with the search console, refer to this page.

All search console reports in GA4

No data is shown here as we don’t have search console visibility for this GA 4 demo account. Here are the full steps when you get data on this screen:

1. Admin > Property > Product Links > Search Console Links
2. Click Link
3. Choose Search Console property
4. Select and Click Next
5. Select Web Stream
6. Select and Click Next
7. Review and submit
8. Click Submit
9. Reports > Library > Collections
10. Publish Search Console

Landing pages in Search Console Data in GA – UA

GA – UA: Acquisition > Search Console > Landing Pages

Country-wise Search Console Report in GA – UA

GA – UA: Acquisition > Search Console > Countries

Device-wise Search Console Report in GA – UA

GA – UA: Acquisition > Search Console > Devices

Query-wise Search Console Report in GA – UA

GA – UA: Acquisition > Search Console > Queries

Behavior reports in GA – UA vs GA4

Behavior flow report in GA – UA vs GA4

GA – UA: Behaviour > Behaviour Flow

GA4: Explore > (new) Path Exploration

All page behavior reports in GA – UA vs GA4

GA – UA: Behaviour > Site Content > All Pages

GA4: Reports > Lifecycle > Engagement > Pages and Screens

Landing page-wise behavior reports in GA – UA vs GA4

GA – UA: Behaviour > Site Content > Landing Pages

GA4: Reports > Lifecycle > Engagement > Landing Page

Events-wise behavior reports in GA – UA vs GA4

GA – UA: Behaviour > Events > Overview

GA4: Reports > Lifecycle > Engagement > Conversions

Page-wise Events report in GA – UA vs GA4

GA – UA: Behaviour > Events > Pages

GA4: Behaviour > Events > Pages

Steps: Explore > Blank > Add  Dimensions (Hostname, Page Location) > Add metrics (event count, event count per user) > Add dimensions to rows > Add metrics to values

Events flow report in GA – UA vs GA4

GA – UA: Behaviour > Events > Events Flow

GA4: Behaviour > Events > Events Flow

The default version of the report: “Explore > Path Exploration” template

Conversion in GA – UA vs GA4

Conversion goals overview in GA – UA vs GA4

GA – UA: Conversion > Goals > Overview

GA4: Reports > Lifecycle > Engagement > Conversions

Conversion goal URLs in GA – UA vs GA4

GA – UA: Conversion > Goals > Goal URLs

GA4: Lifecycle > Engagement. > Conversions (Select Secondary dimension as page_location)

Reverse goal path in conversion goals

GA – UA: Conversion > Goals > Reverse Goal Path

GA4: Conversion > Goals > Reverse Goal Path

Steps: Explore > Path explorer > Start Again > Select an event as an ending point > Click specific events for reverse path exploration

Here is a sample reverse path exploration for the “top spenders” event.

Goals flow in conversions

GA – UA: Conversion > Goals > Goals Flow

GA4: Reports > Behaviour > Behaviour Flow

Steps: Explore > Path explorer > Start Again > Select an event as starting point > Click specific events for behavior flow (forward path exploration)

Here is a sample screenshot of (forward) path exploration for “add to cart” event to see how many people are adding item to cart but not completing the sale.

Multi-channel funnels

GA – UA: Conversion > Multi-channel funnels > Overview

GA4: Advertising > Attribution > Model Attribution

GA4: Advertising > Attribution > Conversion Paths

Cohort analysis

GA – UA: Audience > Cohort Analysis

GA4: Reports > Lifecycle > Retention

Demographics data with GA – UA and GA 4

Demographics (overview)

GA – UA: Audience > Demographics > Overview

GA4: Reports > User > User Details > Demographics > Overview

Demographics (age)

GA – UA: Audience > Demographics > Age

GA4: Reports > User > User Details > Demographics > Overview > View Age Ranges

Demographics (gender)

GA – UA: Audience > Demographics > Gender

GA4: Reports > User > User Details > Demographics > Overview > View Genders

Audience analysis with GA – UA and GA 4

Audience affinity

GA – UA: Audience > Interests > Affinity Categories

GA4: Reports > User > User Details > Demographics > Overview > View Interests

Audience language

GA – UA: Audience > Geo > Language

GA4: Reports > User > User Details > Demographics > Overview > View Languages

Audience location

GA – UA: Audience > Geo > Location

GA4: Reports > User > User Details > Demographics > Overview > View Cities

GA4: Reports > User > User Details > Demographics > Overview > View Countries

Analysis of tech in GA – UA vs GA4

Browser & OS details

GA – UA: Audience > Technology > Browser & OS

GA4: User > Tech > Details

Mobile overview

GA – UA: Audience > Mobile > Overview

GA4: User > Tech > Overview > View Platform Devices

GA4: User > Tech > Overview > View Device Categories

GA4: User > Tech > Overview > View Operating Systems

GA – UA Options Not Available in GA4

• Acquisition
  • Treemaps (Acquisition > All Traffic > Treemaps)
  • Google Ads (Acquisition > Google Ads)
  • Socials (Overview, Network Referrals, Landing Pages, Conversions, Plugins, User Flows)
  • Campaigns
• Behavior
  • Content Drilldown (Behaviour > Site Content > Content Drilldown)
  • Exit pages (Behaviour > Site Content > Exit Pages)
  • Site speed (Behaviour > Site Speed)
  • Site search (Behaviour > Site Search)
  • Publisher (Behaviour > Publisher)
  • Experiments (Behaviour > Experiments)
• Conversion Goals
  • Funnel visualization (Conversion > Goals > Funnel Visualization)
  • Smart goals (Conversion > Goals > Smart Goals)
  • E-commerce (Conversion > E-Commerce)
• Audience
  • Active users (Audience > Active Users)
  • Lifetime value (Audience > Lifetime Value)
  • Interests
    • Overview (Audience > Interests > Overview)
    • In-market segments (Audience > Interests > In-market segments)
    • Other categories (Audience > Interests > Other Categories)
  • Behavior
    • User id coverage (Audience > Behaviour > User-Id Coverage)
  • Technology
    • Network (Audience > Technology > Network)
  • Mobile
    • Devices report (Audience > Mobile > Devices)
    • Cross-device analysis (Audience > Cross Device)
  • Custom  (Audience > Custom)
  • Benchmarking (Audience > Benchmarking)