How to create Universal Analytics property INSTEAD of Google Analytics 4(GA4) property?

What is the problem?

Let’s say you have a new website and decided to use Google Analytics in it.

When you click “+Create Property” in GA admin and follow all instructions, you may realize that you created a Google Analytics 4 property.

But what if you need Universal Analytics property instead?

Should I use Google Analytics 4 OR Universal Analytics?

If you are reading this in 2021-2022, there are a few options:

Option 1: Use Universal Analytics and Google Analytics 4 at the same time.

Option 2: Use Universal Analytics only.

Google forces us to use Google Analytics 4. 

And this is a great tool, but with huge updates(in comparison with Universal Analytics):

  • Different data collection model(“Sessions-centered” in UA vs. “Events-centered” in GA4)
  • Differences in Dimensions and Metrics(forget about Bounce Rate in GA4)
  • Significant changes in reports
  • Consistent updates in Google Analytics 4(new features releases)
  • Etc.

So, for now, it is a bad idea to rely on Google Analytics 4 only(although this is a great tool).

How can I create Universal Analytics property?

Step 1: Open Google Analytics “Admin”(bottom-left corner)

Step 2: Click “+ New Property” in the middle column

Step 3: Click “Show Advanced Options”

Step 4: Click “Create a Universal Analytics property”

Step 5: Choose one of the options:

  • “Create both a Google Analytics 4 and a Universal Analytics property” OR
  • “Create a Universal Analytics property only”

Step 6: Finish the configuration, depending on the chosen option.




That’s it!

Don’t be scared to create a new Google Analytics property – you still have a choice between Google Analytics 4 and old-fashioned Universal Analytics!


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