Address measurement gaps
Conversion modeling fills in measurement gaps due to cookie loss.
Use analytics to inform your marketing strategy
Our latest analytics property, Google Analytics, 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 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.
Benefits of using Google Analytics
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View holistic customer journeys
You can get a complete view of the customer life cycle across platforms and devices.
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Get richer insights
Google’s AI provides insights and audience lists to improve campaign performance.
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Maintain privacy controls
Granular country-level controls for data collection and usage meet evolving needs.
Gymshark achieves personal best with Google Analytics
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 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 works
Google Analytics 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.
Get started with Google Analytics
Want to learn more? If you’re new to Google Analytics or If you’re already using Universal Analytics
Frequently asked questions
Google Analytics 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 also collects enhanced measurement events, when enabled, from web data streams and in-app purchases from app data streams.
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 going forward. Learn more about migration here.
You can see whether you are using Universal Analytics or Google Analytics two ways. Read about them here.
Read more about Google Analytics in this blog post or take a learning course on Google Analytics.
Our step by step guide helps you complete the entire setup of Google Analytics 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.
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.