Replicating Key Universal Analytics Reports in Google Analytics 4 to Enhance Analytical Insights

May 20, 2023

Monitoring website performance on a regular basis is essential for digital marketers, web developers, and business owners. Utilizing analytics tools, such as the widely used and free Google Analytics, enables the tracking of website traffic, user behavior, and other vital metrics. This empowers users to make informed decisions based on data-driven insights. In this blog post, I will provide a comprehensive guide on how to replicate key Universal Analytics reports using Google Analytics 4, allowing you to optimize your website's analytical insights.

Understanding Google Analytics 4 and Universal Analytics: A Comprehensive Overview

To start off, let's explore the evolution from Universal Analytics to its successor, Google Analytics 4. Google Analytics has been in existence since 2005 and has undergone various updates. The most recent iteration, Google Analytics 4, was introduced in October 2020. Universal Analytics, the previous version, primarily relied on the session and pageview-based tracking. In contrast, Google Analytics 4 takes a user-centric approach, providing a new data model and utilizing machine learning to deliver more advanced insights.

Understanding the Behavior Report in Universal Analytics

Gaining insights into how users interact with your website is made possible through the Behavior report in Universal Analytics. This report offers valuable metrics such as popular pages, pageviews, bounce rates, top exit pages, session duration, and number of sessions.

The Behavior report consists of several sections, including Behavior Flow, Site Content, Site Speed, and Site Search. The Behavior Flow report illustrates the path users take from entry to exit pages, while the Site Content report highlights the most visited pages on your website. If you're interested in website loading speed, the Site Speed report provides relevant information. Lastly, the Site Search report helps you track the specific searches users perform on your website.

Comparing the Behavior Reports in Universal Analytics and Google Analytics 4

Although they share a common name, the Behavior reports in Google Analytics 4 and Universal Analytics have distinct differences. In Google Analytics 4, the Behavior report focuses on user acquisition, retention, and engagement, providing metrics like active users, user engagement, and retention rates.

Furthermore, Google Analytics 4 introduces a new Engagement Report that showcases engagement metrics such as engagement rate, session duration, and top engagement events like clicks, scrolls, and video plays.

Finding Your Analytics Tracking Code in Google Analytics 4

To enable Google Analytics 4 on your website, it is essential to install the tracking code. This involves adding a small code snippet to either the header or footer of your website.

To locate your analytics tracking code in Google Analytics 4, please follow these steps:

1. Sign in to your Google Analytics 4 account.

2. Click on the Admin button located at the bottom left corner of the screen.

3. In the Property column, select Data Streams.

4. Click on the Add Stream button.

5. Follow the provided instructions to set up a new data stream.

6. Once the setup process is complete, you will be able to view and access the tracking code.

Recreating core Universal Analytics reports in Google Analytics 4: A comprehensive walkthrough

Here is a step-by-step guide for replicating core Universal Analytics reports in Google Analytics 4:

1. Access your Google Analytics 4 account and log in.

2. Navigate to the left-hand menu and click on the Analysis button.

3. Select the Analysis Hub from the options provided.

4. Choose the specific type of report you want to generate, such as the Behavior report.

5. Customize the report by selecting relevant dimensions and metrics that align with your analysis goals.

6. Save the report to easily access it later for future reference.

7. Additionally, you can utilize the Behavior Sheets feature in Google Analytics 4 to create custom reports. Behavior Sheets provide a spreadsheet-like interface where you can add dimensions and metrics to create personalized reports tailored to your needs.


Google Analytics is a powerful tool that provides valuable insights into your website's performance. By recreating essential Universal Analytics reports in Google Analytics 4, you can effectively monitor website traffic, user behavior, and other critical metrics.

To get started with Google Analytics 4, make sure to install the tracking code on your website. This code is essential for collecting data and generating accurate reports.

If you're concerned about safeguarding your Universal Analytics data, Universal Analytics Vault is an excellent solution to consider. It enables you to securely store your Universal Analytics data, ensuring it is protected and easily accessible whenever needed.