Google recently announced some new features for Google Analytics that are powered by artificial intelligence to help marketers make more informed decisions and seize key opportunities. These updates are part of Google Analytics 4, which has been in development for the past few years and will soon be the only option as Google phases out existing standard and 360 analytics tools. If you haven’t upgraded to Analytics 4 yet, it is recommended to do so soon as previous versions will be discontinued on July 1, 2024.
One of the new features is generated insights, which are AI-powered notes that highlight key data events in a simplified, easy-to-understand way. These insights aim to provide plain-language explanations of the opportunities within your data to keep you informed. Google is also adding aggregated impressions from linked Campaign Manager 360 accounts to provide more insight into campaign performance across the funnel.
Additionally, improvements have been made to import cost data from non-Google campaign sources like Pinterest, Reddit, and Snap. By connecting advertising accounts directly to Analytics, marketers can view non-Google campaign data in their multi-channel performance report, mapped to Analytics traffic source dimensions with metrics like “ad cost,” “ad clicks,” and “ad impressions.”
Google is also launching a cross-channel budget feature that includes a projections report to track media pacing and projected performance against set targets. The platform is also developing support for the Chrome Privacy Sandbox API to provide more ways to measure campaign performance without relying on third-party cookies.
The eventual elimination of third-party cookies will impact the digital marketing industry, and Google has delayed the deprecation of third-party cookies several times to meet regulatory requirements. Despite the uncertainty around when cookie tracking will be completely phased out, Google Analytics aims to have measures in place, along with AI tools, to help identify new opportunities post-cookie tracking.
These new features in Google Analytics provide marketers with valuable insights and tools to make more informed decisions, especially in a changing landscape where data privacy regulations are evolving. By leveraging AI-powered generated insights, aggregated impressions, and cross-channel budget features, marketers can stay ahead of the curve and optimize their campaigns for success. It is important to consider these new elements in your planning to adapt to the changing digital marketing landscape effectively.
Article Source
https://www.socialmediatoday.com/news/google-adds-ai-insights-google-analytics/720000/