Google Analytics Updates Include Machine Learning Models

Data-driven attribution with no minimum thresholds will be available in attribution reports. This update is a continuation of Google’s announcement last week to get away from lastclick and make data-driven attribution the standard model for all new actions.

Shortly after implementation in attribution reports, data-driven attribution will be available at the property level. From that point on, site administrators will be able to see associated sales and conversions in the Conversions report and explorations.

Machine learning to fill measurement gaps.

Google is bringing two new modeling features to GA4, conversion modeling and behavior modeling, that can help marketers fill the gaps in their understanding of customer behavior when cookies or other identifiers are not available.

The conversion model is now used in attribution reports, conversion reports, and explorations to determine where conversions are coming from and match them to the appropriate Google and third-party channels.

Support for behavior models in reports will also be available soon. Behavioral modeling uses rigorously tested and validated machine learning to close the gaps in behavioral data, such as daily active users or average revenue per user, in accordance with Google announcement.

Why is important to us.

Data-driven attribution can give you a more detailed description of the role different channels play in supporting conversions. This can enable better decisions about where to invest, which in turn can lead to more conversions.

Search Console integration makes it easy for marketers to access information at a glance in GA4 without opening their Search Console.

The inclusion of modeled conversions enables Google to provide more detailed reports, optimize advertising campaigns and improve automated bidding, said Google on its help page for conversion modeling. What users gained in last campaign or what steps in the funnel users tend to fall into.

The company has not yet announced if, or perhaps more specifically, when it will stop using Universal Analytics, but it has been almost a year since the Google Analytics 4 announcement. The new features listed above and the language in the announcement show that the company is moving forward and away from Universal Analytics, which means marketers should configure their GA4 properties now (if they haven’t already) to familiarize yourself with the platform and collect as much data as possible.