Use analytics to inform your marketing strategy

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.

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Benefits of using Google Analytics 4

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.


Fill in measurement gaps due to cookie loss with conversion modelling.


Get a complete view of the customer life cycle across platforms and devices.


Advanced machine learning models provide insights and audience lists to improve campaign performance.


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 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%.

How Google Analytics 4 works

Google Analytics 4 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 4 and get results

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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.