🏳️Analytics Tools & Solutions for Your Business - Google Analytics

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Google Analytics gives you the tools you need to better understand your customers. You can then use those business insights to take action, such as improving your website, creating tailored audience lists, and more.

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[Analytics](/about/analytics/)

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*   [Get started today](https://analytics.google.com/analytics/?utm_source=marketingplatform.google.com&utm_medium=et&utm_campaign=marketingplatform.google.com%2Fabout%2Fanalytics-360%2F)

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Analytics

*   [Sign in to Analytics](https://analytics.google.com/analytics/web/?utm_source=marketingplatform.google.com&utm_medium=et&utm_campaign=marketingplatform.google.com%2Fabout%2Fanalytics%2F "Sign in to Analytics")

*   [Get started today](https://analytics.google.com/analytics/?utm_source=marketingplatform.google.com&utm_medium=et&utm_campaign=marketingplatform.google.com%2Fabout%2Fanalytics-360%2F "Get started today")

Get essential customer insights.

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Get a complete understanding of your customers across devices and platforms. Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.

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[Get started today](https://analytics.google.com/analytics/web/?authuser=0#/provision/SignUp "Get started today")

### See what’s in it for you.

*   people icon

    #### Unlock customer-centric measurement.

    Understand how your customers interact across your sites and apps, throughout their entire lifecycle.

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    #### Get smarter insights to improve ROI.

    Uncover new insights and anticipate future customer actions with Google’s machine learning to get more value out of your data.

*   restart icon

    #### Connect your insights to results.

    Take action to optimize marketing performance with integrations across Google’s advertising and publisher tools.

*   checklist icon

    #### Make your data work for you.

    Quickly analyze your data and collaborate with an easy-to-use interface and shareable reports.

[See all benefits](/about/analytics/benefits/ "See all benefits")

*   people icon

    #### Unlock customer-centric measurement.

    Understand how your customers interact across your sites and apps, throughout their entire lifecycle.

*   bulb icon

    #### Get smarter insights to improve ROI.

    Uncover new insights and anticipate future customer actions with Google’s machine learning to get more value out of your data.

*   restart icon

    #### Connect your insights to results.

    Take action to optimize marketing performance with integrations across Google’s advertising and publisher tools.

*   checklist icon

    #### Make your data work for you.

    Quickly analyze your data and collaborate with an easy-to-use interface and shareable reports.

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[See all benefits](/about/analytics/benefits/ "See all benefits")

### Google Analytics allows us to look at our data across platforms — web and app — to understand the full journey of our users. We’ve been able to cut our reporting time by 50%.

Sara Swaney, Director of Advancement, 412 Food Rescue

### Dive into the details.

Get a reliable measurement foundation with built-in automation, intuitive and flexible reporting, cross-platform attribution, and so much more.

[See all features](/about/analytics/features/ "See all features")

### Designed to work together.

Use Analytics with other Google solutions to get a complete understanding of your marketing efforts and enhance performance.

*   googleads icon

    #### Google Ads

*   #### Search Ads 360

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    #### Display & Video 360

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    #### Google Cloud

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    #### Google Search Console

[See all integrations](/about/analytics-360/features/#integrations "See all integrations")

*   googleads icon

    #### Google Ads

*   #### Search Ads 360

*   display-video-360 icon

    #### Display & Video 360

*   logo-google-cloud icon

    #### Google Cloud

*   logo-search-console icon

    #### Google Search Console

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[See all integrations](/about/analytics-360/features/#integrations "See all integrations")

### Lider increases conversion rate 18X with Google Analytics.

Lider used Analytics for a single measurement source of truth across its website and app to re-engage users and find new users most likely to purchase. The result was an 85% decrease in CPA and 18X conversion rate improvement.

[Read more](/about/resources/lider-drives-in-app-purchases-at-a-lower-cpa-with-google-analytics/ "Read more")

### Resources

*   [

    Case Study

    ### McDonald’s Hong Kong uses Google Analytics 4 to increase in-app orders by 550%

    *   Read more

    ](/about/resources/mcdonald-hong-kong-uses-google-analytics-4-to-increase-in-app-orders-by-550-percent/)

*   [

    Feature Brief

    ### Control how data is used in Google Analytics

    *   Read more

    ](/about/resources/analytics-data-controls-feature-brief/)

*   [

    Report

    ### The Future of Analytics

    *   Read more

    ](/about/resources/the-future-of-analytics/)

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[See all resources](/about/resources/ "See all resources")