Google Analytics 4 continues to evolve, launching new features to help marketers better analyze their website visitors and leverage AI technologies to improve the efficiency of their analysis. At a recent Google conference, the tech giant announced several new Google Analytics 4 features that are expected to roll out in the near future.
Here are five new Google Analytics 4 features we can expect soon.
Chat
The chat feature lets you ask questions directly in Google Analytics 4. For example, you can ask what the main traffic source driving conversions is, or who your main demographics are.
While this feature cannot replace more in-depth analysis, it can serve as a starting point for data exploration or help answer simple, day-to-day questions.
Assist Conversion Reports
Just like the previous assisted conversion reports in Universal Analytics, the new Assisted Conversion reports in GA4 identify which digital channels have been indirectly driving conversions on your website. These reports provide a more holistic view of how different channels collectively contribute to your bottom line.
View-Through and Engaged-View Conversions
Online users may see an ad without interacting with it, yet still go on to purchase a product or service that the ad promotes. To measure the impact of such ads, GA4 will introduce view-through and engaged-view conversions. These conversions measure how ad viewership contributes to conversions.
Projection KPI Performance
This feature shows whether your business is on track to achieve a particular goal. The goal could be a specific conversion or revenue amount. You can use this feature to see if adjustments are needed for your marketing initiatives or budget.
Scenario Planning
This is a modelling tool that helps you build media plans across multiple marketing channels such as search, display, and social media. You can use it to create quarterly or annual plans and allocate budgets across different channels. The tool also allows you to build and compare various scenarios (e.g., “What happens if I increase my budget by 20%?”) and predict ROI at different spending levels. It leverages AI technologies to generate these models and forecasts.
