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Want to create a new Google Ads account?

You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.

Create New Account
Start now
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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

  • Address measurement gaps

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

  • View holistic customer journeys

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

  • Get richer insights

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

  • Maintain privacy controls

    Granular country-level controls for data collection and usage meet evolving needs.

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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%.

Google Analytics 4 insights delivered to desktop and mobile web pages.

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.
Google Analytics 4 insights delivered to desktop and mobile web pages.

Get started with Google Analytics 4 and get results

Want to learn more? Take a learning course on Google Analytics 4
or Read more about Google Analytics 4

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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.

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