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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.
Use analytics to inform your marketing strategy
Benefits of using Google Analytics
Address measurement gaps
Fill in measurement gaps due to cookie loss with conversion modelling.
View holistic customer journeys
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.
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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 personalised 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 modelling to identify and report on customer insights from the first-party data collected on your website. These insights help inform optimisation decisions for your automated ad solutions, like Smart Bidding, as well as your overall marketing strategy.
Get started with Google Analytics
Frequently asked questions
Google Analytics collects the following information through the default implementation:
Google Analytics also collects enhanced measurement events, when enabled, from web data streams and in-app purchases from app data streams.
- Number of users
- Session statistics
- Approximate geolocation
- Browser and device information
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.
Our step by step guide helps you complete the entire setup of Google Analytics at your pace and customise 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.
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