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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 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

Discover other privacy-preserving measurement solutions

Start with a strong tagging infrastructure

Enable more accurate conversion measurement

Recover conversions lost due to consent choices
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