Google Analytics Intelligence; The Future of Data

Sunday 3rd September 2017


Google Analytics Intelligence is evolving and here is why it’s essential for hoteliers and agencies alike to gather data efficiently on the run.

A little over a year ago, Google teased a new feature: using natural language to get data from Google Analytics just by asking. This “ask a question” functionality has now arrived in Google Analytics and Google Analytics 360 globally.

What is Analytics Intelligence?

Analytics Intelligence is an algorithmic update where users can ask questions in-app to find the answers to their queries and data for results. Initially, automated insights were introduced to provide users with data and events that would help them with their analysis and performance.

This insights platform surfaces data on a user by user basis, data that the system thinks will be useful to the person who is logged in. This means that they are tailored to the kinds of data and insights that the user has engaged with.

“Roughly 20% of Google Analytics’ 700,000+ monthly app users are viewing those automated insights in Intelligence monthly.”

How do I use it?

Analytics Intelligence is accessible via the circle icon in the upper right-hand corner of Google apps. Ideal for agencies and consultants alike, Analytics Intelligence is now coming to desktop! By using the query box, insights and trends can be found at the click of a button.

What questions can I ask?

At this point, the system supports “what” and “how many” types of questions about any data that Google Analytics currently stores about your hotel, resort, or property.

These questions can include segments such as Into Booking Engine (IBE) traffic, as well as demographical questions such as users per month of a specific age or gender.

Google will then provide answers in real time in the form of a chart. This will save users time clicking around to find what they need.

“Why” questions such as “why did my organic page views go down last month?” aren’t supported yet, but Google says the system will be able to answer questions like this relatively soon. Analytics Intelligence will notify you when you ask a question it can’t answer and will capture those questions to build its capabilities.

When will it be available?

Automated insights is now available on desktop. The “ask a question” functionality will start rolling out over the next few weeks, initially in the USA. Watch this space!

In the meantime, feel free to contact the Digital Marketing team for advice and analysis of your current Google Analytics account. If you’d like to know more, please call the Journey team on 01242 682050.