What Is Google Analytics Intelligence?

what-is-google-analytics-intelligence-1With Google Analytics Intelligence, you can better understand your data from GA and act accordingly. Analytics Intelligence is divided into two main features: answers to questions in plain English and insights found from crawling data.

Asking Questions

Analytics Intelligence is able to answer a variety of questions, and it is always improving as it learns from the questions that users ask. You simply need to use natural English and write in complete sentences. There is no need to restrict yourself to using specific terms. For instance, Analytics Intelligence knows that “location” is a synonym for “country.”

Asking basic questions, performance questions, and even complex questions (combining phrases that Analytics Intelligence understands), you can receive information faster than if you searched and filtered the data yourself. You can also quickly receive comparisons, information about percentages and shares, and details about trends.

Examples of questions:

  • Basic questions — “What was the bounce rate yesterday?”, “How many pageviews did we receive yesterday?”
  • Complex questions — “Conversion rate for mobile vs desktop?” “Percent of organic traffic vs referral traffic?”

Note — if you fail to specify a time range, Analytics Intelligence will use the default of the last 30 days.

Improving Your Experience

Analytics Intelligence is useful for owners of e-commerce websites, advertisers, and publishers. It is unsuitable, however, for general searches, support questions, and strategic advice. It is also currently unable to provide explanations, but Google intends to add such a feature in the future.

Sometimes, Analytics Intelligence may struggle due to the grammar or terms you use. In these cases, Google will let you know why it was unable to answer your question, allowing you to phrase your question differently and try again.

Bear in mind, Analytics Intelligence is only able to answer questions depending on the data you have made available and your configurations. To help you know what data exists in your profile, Analytics Insights provides autocomplete options for entities like metrics, dimensions, and dimension values.

If you ask Analytics Intelligence a question that it is unable to answer, you can provide feedback through an in-card prompt. This will help Analytics Intelligence improve and increase the chances it will be able to answer a similar question in the future. In addition, if you can let Google know that an answer was insufficient or incorrect in response to “Was this answer helpful?” at the bottom of the card.what-is-google-analytics-intelligence-2

Receiving Insights

The second feature of the Analytics Intelligence section is actionable insights. These highlight key trends, changes, and opportunities for improvement. Insights are divided into the categories of New, Saved, and Read. As you use Analytics Intelligence, it will learn which types of insights you rely on most often and show them higher in the New insights feed.

To check out an insight, simply click on it. If it may support you with future decisions, choose “Save” from the overflow menu. Other options are mark as read, delete, and (when in the app) share — by email, message, or social media.

Alerts (or events) help you find the most important insights in Analytics Intelligence. Control the number of alerts Analytics Intelligence creates by moving the “Alert Sensitivity” slider along the low to high scale. You can also turn on the alerts you want, which fall into the categories of web analytics, AdWords, and custom alerts.

With custom alerts, you can add the metric you are interested in tracking and choose the conditions you want. You also have the option to receive the alert by email or text message, rather than just seeing it when you access Analytics Intelligence.

There are hundreds of types of alerts you can set up, but you should restrict yourself to just those that relate to your business objectives. Alerts should always boost productivity, never waste time. Most businesses need at least the following:

No traffic

If your site receives no traffic, it is probably down or suffering a serious problem. As this is one of the most important alerts you can have, you must make it an email or text message alert. Set it to notify you when all traffic is less than the value of 1.

Increase in traffic

A sharp increase in traffic is especially significant if you are looking to spread the word about your business through digital marketing. A sudden spike may suggest that a campaign or effort is having a big impact or it could mean someone has mentioned you online.

You will likely want to set an increase in traffic alert for the day, configuring it to trigger when your traffic increases by more than a certain percentage value. It is a good idea to compare traffic to the same day of the previous week.what-is-google-analytics-intelligence-3Increase in goal completions

You need to set this alert for each of your most important goals. The values will be much the same as for traffic, although the percentage to trigger this alert will be lower. You may like to set alerts for just traffic coming from a particular website as well as for all traffic. You should also create alerts with different reasons for goal completions, such as from emails or from your blog.

Remember to repeat the alerts for a decrease in goal completions using the same criteria.

Analytics Intelligence can be an excellent tool for providing you with the information you need, but only if you use it correctly. Asking the right questions is more or less straightforward, as it just requires learning what Analytics Intelligence knows and using the correct wording. Alerts are more challenging, as it is critical that you only receive alerts that will help you take the right actions. If you receive too many alerts, you will be bogged down by data, which only creates more problems.


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