How to Use GA4 Comparisons to Analyze Your Data Effectively

Understanding Comparisons in Google Analytics 4 (GA4)

Comparisons in GA4 allow you to analyze different subsets of data side by side within standard reports. They serve as a quick and flexible alternative to the “segments” used in Universal Analytics, although with some key differences.

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Why Use Comparisons?

Use GA4 Comparisons when you want to:

• Quickly answer questions like, “How does mobile traffic perform compared to desktop traffic?” or “Are Canadian users more engaged than U.S. users?”—all without leaving the current report.
  
• Instantly view side-by-side metrics such as “All User

How to Create Comparisons in GA4

1. Navigate to any standard report (e.g., Reports > Reports Snapshot).
   
2. Click “Add comparison” in the top-left corner of the report or click the Edit comparison icon.
   
3. A sidebar will slide in from the right, where you can configure your comparison.
   

Here’s how to set it up:

• Choose to Include or Exclude data.
  
• Select a Dimension (e.g., Device category).
  
• Pick one or more Values (e.g., mobile, desktop).

Example: Mobile vs. Desktop Comparison

1. Add Comparison
   
   • Include: Device category
     
   • Value: mobile
     
   • Click Apply
     
2. Remove the default “All Users” (optional).
   
3. Add Another Comparison
   
   • Include: Device category
     
   • Value: desktop
     
   • Click Apply
     

These comparisons will now persist as you browse through standard reports. However, they won’t apply to Explorations.

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What Happens When You Add Comparisons?

Once applied:

• Line charts display multiple lines (e.g., for mobile and desktop users).
  
• Bar charts and tables show data side by side.
  
• Metrics like users in the last 30 minutes, traffic sources, and location data reflect the active comparisons.

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Editing Comparisons

To modify or add more comparisons, click the Edit comparison icon again. Changes apply across all standard reports during your session.

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Exporting Comparisons to Explorations (Sort of)

You can open a report (with active comparisons) in Explorations:

• Click the “Open as Exploration” icon in the top right of the report.
  
• This will create a Free Form Exploration using your current dimensions, metrics (most of them), and comparisons (converted into segments).
  

⚠️ Some metrics from standard reports (like average engagement time) may not carry over.

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Comparisons vs Segments vs Audiences in GA4

Feature	Comparisons	Segments	Audiences
Where Used	Standard reports only	Explorations only	Standard reports, Google Ads
Retroactive	Yes (except when using audiences)	Yes	No
Reusable	No	No	Yes
GA Ads	No (indirect via segment → audience)	No	Yes

Key Differences

1. Explorations
   
   • Segments only work in Explorations.
     
   • Comparisons can’t be used directly but are converted into segments when you open an Exploration.
     
   • Audiences are not available in Explorations (but can be created from segments).
     
2. Standard Reports
   
   • Comparisons are native to standard reports.
     
   • Audiences can be used in comparisons (as dimensions).
     
   • Segments do not apply here.
     
3. Google Ads
   
   • Only Audiences can be used for remarketing.
     
   • Segments can be turned into audiences manually.
     
   • Comparisons can become segments → then audiences, but it’s a convoluted workaround.
     
4. Retroactivity
   
   • Segments and comparisons are retroactive.
     
   • Audiences are not retroactive—they start collecting data only after creation.
     

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Limitations of Comparisons in GA4

1. Only available in standard reports (not explorations).
   
2. Maximum 5 conditions per comparison.
   
3. No OR conditions — only AND logic is available.
   
4. Limited to 4 comparisons at once.
   
5. Cannot be saved — closing the session will erase your comparisons.
   
6. Missing some useful dimensions, like page path. You can compare subdomains, but not specific URL paths like /en/ vs /de/.
   

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Final Thoughts: When to Use Comparisons

GA4 Comparisons are best for quick, side-by-side data analysis within standard reports. They offer fast insights but have limitations in flexibility and permanence.

For more complex or custom analysis, use Explorations with segments. And to build persistent groups for remarketing or tracking, set up audiences.

For more information, please follow this guide.”