Google Analytics 4 has always been powerful. It’s also been complicated. Finding the right report, understanding what the numbers mean, diagnosing why something changed—these tasks required either training or trial and error.
Analytics Advisor changes that. It’s an AI assistant built directly into GA4 that lets you ask questions in plain English and get answers from your own data.
What Is Analytics Advisor?
Analytics Advisor is a conversational AI tool powered by Google’s Gemini models. It sits inside your GA4 property and answers questions about your analytics data.
Instead of clicking through reports and building segments, you can ask things like:
- “What were my top traffic sources last month?”
- “Why did my traffic drop on December 5th?”
- “Which products have the highest average order value?”
The advisor pulls data from your property, creates visualisations, and explains what it found.
Google announced Analytics Advisor at their marketing events earlier in 2025 and rolled it out to all English-language accounts in December.
What Can You Ask It?
Based on early testing, Analytics Advisor handles several types of questions well:
Performance questions:
- “How many purchases did I have in November?”
- “Has there been a downward traffic trend this quarter?”
- “What’s my conversion rate compared to last month?”
Diagnostic questions:
- “Why did sessions drop last week?”
- “What’s causing the spike in bounce rate?”
- “Which pages are underperforming?”
How-to questions:
- “How do I set up a custom event?”
- “Where can I see attribution data?”
- “How do I link BigQuery to my property?”
Administrative questions:
- “How do I add a new user?”
- “Who made configuration changes recently?”
- “What integrations are set up?”
The advisor can also generate visualisations on request. Ask for a chart of monthly sessions, and it creates one in the chat.
How to Access Analytics Advisor
Analytics Advisor appears within your GA4 interface. Look for the chat or assistant icon in your property.
Once you open it:
- Type your question in natural language
- Wait for the advisor to query your data
- Review the response, which may include numbers, charts, or explanations
- Ask follow-up questions to dig deeper
The interface works like a conversation. You can refine your questions based on what you learn.
Getting Better Answers
Like any AI tool, the quality of your answers depends partly on how you ask.
Be specific about time periods:
- Instead of: “How’s my traffic?”
- Try: “How did my organic traffic perform in the last 30 days compared to the previous 30 days?”
Name the metrics you care about:
- Instead of: “How are things going?”
- Try: “What’s my conversion rate for users from paid search?”
Ask one thing at a time:
- The advisor performs better with focused questions than complex multi-part queries
Use follow-ups:
- If the first answer is too general, ask for more detail
- “Can you break that down by device?” or “Show me which pages specifically”
What It Can’t Do (Yet)
Analytics Advisor is helpful but not magic. Early testers noted some limitations:
Advanced custom analysis:
- Complex queries involving custom dimensions sometimes produce inconsistent results
- Very specific segmentation can trip it up
Making changes:
- The advisor can tell you how to configure something, but it can’t make changes to your property
- You still need to implement its suggestions manually
Account-specific integrations:
- Questions about linked accounts (Google Ads, Search Console) may be less reliable
- It knows the general process but may not reflect your specific setup
Outdated information:
- Educational responses occasionally reference older GA4 features or workflows
- Double-check procedural guidance against current documentation
Think of it as a knowledgeable assistant, not an infallible expert.
Practical Use Cases
Here’s where Analytics Advisor adds the most value:
Monthly check-ins:
Instead of building the same reports each month, ask: “Give me a summary of this month’s performance compared to last month.” Get the highlights in seconds.
Diagnosing problems:
When a client asks “why did our traffic drop?”, you can get an initial answer immediately. The advisor analyses patterns and suggests possible causes—giving you a starting point for investigation.
Learning GA4:
If you’re still figuring out where things live in GA4, ask the advisor. “Where do I find the pages report?” is faster than clicking through menus.
Preparing for meetings:
Need to brief someone on performance? Ask for key metrics and talking points. The advisor can surface the important numbers without you manually building a presentation.
Tips for Getting Started
Start with questions you know the answer to.
Test the advisor on metrics you’ve already checked manually. This helps you understand how accurate its responses are for your property.
Build a library of useful prompts.
When you find questions that work well, save them. Consistent phrasing gets consistent results.
Don’t enter sensitive information.
The advisor uses your GA4 data, but treat it like any AI tool—don’t paste confidential business information into queries.
Verify important findings.
For decisions that matter, confirm the advisor’s answers by checking the actual reports. Use it to speed up your analysis, not replace your judgement.
The Bigger Picture
GA4 has been criticised for being harder to use than Universal Analytics. Analytics Advisor is Google’s attempt to lower that barrier. Instead of learning a complex interface, you can ask questions and get answers.
It won’t replace proper analytics training for teams who live in the data. But for business owners, marketers, and occasional users who need quick insights, it makes GA4 significantly more accessible.
If you’ve avoided GA4 because it felt overwhelming, Analytics Advisor gives you a reason to try again.
Analytics Advisor is available in GA4 for English-language accounts as of December 2025.
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