Our latest analytics property, Google Analytics 4, is
designed to keep up with a changing digital ecosystem.
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
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 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 optimisation
decisions for your automated ad solutions, like Smart
Bidding, as well as your overall marketing strategy.
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
here, regional data collection
here, and Google’s commitment to safeguarding data
I’m already using Google Analytics, is there anything I
need to do?
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 4 going forward. Learn
more about migration
How can I check whether my account is using Universal
Analytics or Google Analytics 4?
You can see whether you are using Universal Analytics or
Google Analytics 4 two ways.
Read about them here.
step by step guide
helps you complete the entire setup of Google Analytics
4 at your pace and customise it to your needs. Or, if
you prefer a more automated experience, you can use the
in the admin section of your Universal Analytics
How long does it take to migrate from Universal
Analytics to Google Analytics 4?
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
in Google Analytics to get familiar with all features.
Discover other privacy-preserving measurement solutions