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Use analytics to inform your marketing strategy

Our latest analytics property, Google Analytics, is designed to keep up with a changing digital ecosystem.

Google Analytics 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

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 as soon as possible.

  • 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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McDonald’s Hong Kong uses Google Analytics to increase in-app orders by 550%

McDonald’s Hong Kong needed to quickly reshape their user journey and give their millions of customers access to mobile ordering. To do this, they needed to apply efficient machine learning strategies to boost their in-app orders, use Google Analytics predictive audiences, and then thanks to the integration between Google Analytics and Google Ads, McDonald’s used App campaigns for engagement. Overall, the use of predictive analytics and ACE led to a 550% increased conversion rate among “likely 7-day purchasers”.

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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 optimization decisions for your automated ad solutions, like Smart Bidding, as well as your overall marketing strategy.
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Get started with Google Analytics and get results

Want to learn more? Take a learning course on Google AnalyticsRead more about Google Analytics

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Frequently asked questions

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