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Use analytics to inform your marketing strategy

Our latest analytics property, Google Analytics 4, is designed to keep up with a changing digital ecosystem. Whether you’re already using Analytics or are exploring this for the first time, Google Analytics 4 uses Google’s AI to surface customer insights from your first-party data – across both your app and website – to help you improve your marketing.
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A web page next to a bar graph displaying its performance.

Benefits of using Google Analytics 4

  • Address measurement gaps

    Conversion modeling fills in measurement gaps due to cookie loss.

  • View holistic customer journeys

    You can get a complete view of the customer life cycle across platforms and devices.

  • Get richer insights

    Google’s AI provides insights and audience lists to improve campaign performance.

  • Maintain privacy controls

    Granular country-level controls for data collection and usage meet evolving needs.

Gymshark apparel logo

Gymshark achieves personal best with Google Analytics 4

Gymshark is an online fitness apparel and accessories brand based in the UK. To provide customers with a more personalized experience, it planned to launch a new ecommerce app. But first, Gymshark implemented the Google tag across its ecommerce website and new app to collect observable first-party data, then implemented Google Analytics 4 to achieve the best possible insights and results. The result was that checkout drop-offs were reduced by 9% and product page click-throughs were increased by 5%.

How Google Analytics 4 works

Google Analytics 4 uses advanced machine learning and conversion modeling to identify and report on customer insights from the first–party data collected on your website. These insights help inform optimization decisions for your automated ad solutions, like Smart Bidding, as well as your overall marketing strategy.
Google Analytics 4 insights delivered to desktop and mobile web pages.

Get started with Google Analytics 4

Want to learn more? If you’re new to Google Analytics or If you’re already using Universal Analytics

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Frequently asked questions

What data does Google Analytics 4 collect?

Google Analytics 4 collects the following information through the default implementation:

  • Number of users
  • Session statistics
  • Approximate geolocation
  • Browser and device information

See a full list of the default events and user properties collected by Google Analytics.

Google Analytics 4 also collects enhanced measurement events, when enabled, from web data streams and in-app purchases from app data streams.

Does Google Analytics 4 allow me to control the collection of data?

Yes. Learn more about the privacy controls for Google Analytics 4 here, regional data collection here, and Google’s commitment to safeguarding data here.

I’m already using Google Analytics, is there anything I need to do?

Yes, July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward. Learn more about migration here.

How can I check whether my account is using Universal Analytics or Google Analytics 4?

You can see whether you are using Universal Analytics or Google Analytics 4 two ways. Read about them here.

Where can I learn more about Google Analytics 4?

Read more about Google Analytics 4 in this blog post or take a learning course on Google Analytics 4.

How do I make the switch to Google Analytics 4?

Our step by step guide helps you complete the entire setup of Google Analytics 4 at your pace and customize it to your needs. Or, if you prefer a more automated experience, you can use the Setup Assistant in the admin section of your Universal Analytics property.

How long does it take to migrate from Universal Analytics to Google Analytics 4?

The migration process may vary as it depends on the complexity of the Universal Analytics setup and the features that need to be migrated. You can start your migration process using the setup assistant in Google Analytics to get familiar with all features.

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