How Google's AI-Powered Insights in Google Analytics Will Transform Your Data Strategy

If you’ve been thinking that it's time to take your data analysis to the next level for a while, then we have some great news for you: Google is bringing AI-powered insights to Google Analytics. 

What does that mean? For starters, it’s bound to change the way you see and use your web data, so you can know more about your audience than ever before - and do better with marketing and connecting with your base online! Think of this as hiring your own data analyst who works continuously, day and night to capture trends which you may have overlooked.

Not only that, but Google is also intending to phase out cookie tracking altogether, and this update is the first example of them moving in that direction. Google’s goal of eliminating the need for third-party cookies won’t always affect how much you can measure your performance, either; they’re providing new ways for users to track their analytics that are more in-line with modern data privacy shifts.

But Google themselves put it best:

“Imagine your “Purchase” events spiked on a series of individual dates. Our AI engine works through the countless combinations of dimensions and metrics to proactively connect the dots, explaining why these spikes are happening. These insights will be written in a natural, easy-to-understand way, almost like a colleague summarizing the key takeaways for you.”

That’s an incredible asset for anyone who wants to make the most of the data they collect. But how can you utilize these AI insights to their utmost potential? 

Using the new Google AI features

We recommend starting by establishing specific goals for your site or business. Ask yourself: do you want to get more sales, drive engagement or do you’d have more people sign up for your newsletter? We know all of those desires all too well! But start by focusing on one so you can really hone in on the potential that’s already there.

Bearing your goals in mind, you can measure how well the AI-generated insights are doing for your brand and adapt as necessary. If for example, the AI is telling you that a certain blog post brings in a ton of traffic, then it just makes sense to create more content around this theme. 

Anything that isn’t coming naturally to you when you comb through the features will likely be summarized by the AI anyway. The addition of conversational AI can help boil down numbers to something easier to digest, allowing for users to collect and understand information faster than ever. We highly recommend seeing if this feature is right for you, since it could be a game-changer for those who don’t have the capacity for continuous data analysis and need to get their information as quickly as possible.