Google today announce the introduction of a new toggle next to the comparison at the top of each report. The toggle enables advertisers to quickly turn on and off the selected comparisons as they look at their reports.

When advertisers move from one report with a comparison applied to another report, the comparison will be turned off by default.

In Google Analytics 4, comparisons take the place of segments and filters in Universal Analytics.

Overall, comparisons are a powerful tool for data analysis in GA4, enabling users to easily compare data, gain deeper insights, and make better decisions.

Comparisons were introduced in Google Analytics 4 (GA4) in October 2022. They were initially available in the beta version of GA4 and were made generally available in the standard version in November 2022.

Comparisons is a feature that enables users to evaluate subsets of their data side by side. This feature is particularly useful for comparing data across different dimensions, such as comparing data generated by Android devices and iOS devices, or comparing traffic from different countries.

Comparisons are created by defining conditions based on dimensions and dimension values. For example, to compare data from Android and iOS devices, you would create a comparison with the dimension "Platform" and the values "Android" and "iOS".

Once a comparison is created, it can be applied to any report in GA4. This will display the data for the selected subsets of data side by side, making it easy to compare trends and identify differences.

GA4 supports two types of matches for comparisons: exact match and partial match. Exact match comparisons require the data to exactly match the specified dimension values, while partial match comparisons allow for more flexibility.

Benefits of Using Comparisons

Comparisons offer several benefits for data analysis in GA4:

• Easier data comparison: Comparisons eliminate the need to manually manipulate data or create segments to compare different subsets of data.
• Deeper insights: By comparing data side by side, users can gain deeper insights into user behavior, campaign performance, and other aspects of their website or app.
• Improved decision-making: The insights gained from comparisons can inform better decision-making regarding marketing strategies, product development, and other areas.