Address measurement gaps
Conversion modeling fills in measurement gaps due to cookie loss.
Our latest analytics property, Google Analytics 4, is designed to keep up with a changing digital ecosystem. Google Analytics 4 uses advanced machine learning models to surface customer insights from your first-party data – across both your app and website – to help you improve your marketing.
Universal Analytics is sunsetting in 2023 and will stop processing data at that time. We strongly encourage you to make the switch to Google Analytics 4 as soon as possible.
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 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%.
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Read more about Google Analytics 4
Google Analytics 4 collects the following information through the default implementation:
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.