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.
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.
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%.
Want to learn more?
If you’re new to Google Analytics
If you’re already using Universal Analytics
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.
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 here.
You can see whether you are using Universal Analytics or Google Analytics 4 two ways. Read about them here.
Read more about Google Analytics 4 in this blog post or take a learning course on Google Analytics 4.
Our 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 Setup Assistant in the admin section of your Universal Analytics property.
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 setup assistant in Google Analytics to get familiar with all features.