While many of us miss Universal Analytics (UA), the fact is it’s gone and it isn’t coming back. We asked Russell Ketchum, product director of Google Analytics, in the first of a three-part series of conversations with him. The terminology and concepts in GA4 are different from those in Universal Analytics, what does it mean to recreate UA reports for GA4? Unlike UA, GA4 can be tailored for your business from the get-go. This is another reason that a UA report you expected may not be there.