You may not realize it, but many of the data-driven insights in GA4 that you utilize daily are powered by AI.
Features like automated insights, custom insights, and personalized recommendations showcase the power of AI to guide better marketing decisions.
In a recent video on the Google Analytics YouTube channel, Google’s Developer Relations Lead, Matt Landers, provides a thorough overview of these features.
Here’s a recap of what the video covers.
Automated Insights
One of the most prominent AI-driven features in GA4 is automated insights.
Automated insights appear front and center on the dashboard in easy-to-digest graphical formats. No advanced expertise is needed to benefit from the date.
Screenshot from: YouTube.com/GoogleAnalytics, August 2023.Powered by machine learning algorithms, automated insights continuously analyze your data to detect unusual changes or emerging trends.
For example, if organic search traffic suddenly accounts for over 50% of conversions, GA4 will…
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