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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
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
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 modeling 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.
