Google Analytics has introduced new features and AI-powered elements to assist marketers in making more informed decisions. These updates are part of Google Analytics 4, the newest version that will soon be the only option as older versions are phased out by July 1, 2024.
One of the new features is generated insights, which are AI-powered notes that provide simplified explanations of key data events, helping users understand fluctuations in their data. Additionally, aggregated impressions from linked Campaign Manager 360 accounts will offer more insight into campaign performance, while improvements in cost data import will allow users to view non-Google campaign data within Analytics.
Google is also implementing cross-channel budget tracking and planning to support Chrome Privacy Sandbox API for measuring campaign performance without third-party cookies. The company continues to adapt to changes in data privacy regulations, preparing for the eventual disappearance of cookie tracking.
Although the exact timeline for the elimination of cookie tracking is uncertain due to Google’s adjustments to minimize industry disruption, Google Analytics aims to have measures in place to identify new opportunities using AI tools. Marketers should consider these new alerts in their planning to stay ahead of changes and make the most of emerging opportunities.
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https://www.socialmediatoday.com/news/google-adds-ai-insights-to-google-analytics/720000/
