Google announced that it has completed the improvements of the Analytics Advisor feature, which it first revealed at the Google Marketing Live (GML) session held in May 2025.

This feature, initially introduced as "coming soon" at that time, will now be made available in December for both GA4 (standard) and Google Analytics 360 users, according to Google's official announcement, in the English language.

Google defines the Analytics Advisor with the following statement:

"Your new personal analyst that can understand natural language queries, enabling you to ask even your most complex questions."

Thus, the Analytics Advisor has transitioned from being a prototype presented on stage to a productized and ready-to-use analytical assistant.

Additionally, Google shares the following note in its announcement:

"The Analytics Advisor was announced at Google Marketing Live in May 2025. Since then, new capabilities have been added to help you manage your analytics property better."

This confirms that the tool has been actively developed since the day it was introduced.

Google Officially Launches Two New AI-Powered Tools

Google is not only introducing the Analytics Advisor but also the Ads Advisor tool, marking the beginning of a new era of analytics and advertising optimization supported by artificial intelligence.

With these tools:

• GA4 users can receive instant analysis by asking questions in natural language.

• Google Ads users can obtain automatic optimization suggestions and error resolutions for their campaigns.

It is now possible to get smart answers directly from the system to questions like "Why did my user count drop in GA4?" or "Which audience is my campaign performing better with?" These developments signal a strong transitional period where artificial intelligence merges with analytics and advertising management.

What is Analytics Advisor?

(GA4 Artificial Intelligence Analysis Assistant)

Analytics Advisor is an AI-supported analysis layer embedded within GA4.
Users can directly ask questions instead of navigating through complex reports.

Analytics Advisor – Capabilities

1. Providing General Performance Insights

• Draws an overview of the website's overall performance.

• Analyzes high-level metrics such as new user acquisition, engagement, and traffic variations.
  
  Sample questions:

• "How is my website doing?"

• "What is the health of my new user acquisition?"
  
  

2. Generating Analysis for Specific Metrics and Dimensions

• Analyzes specific channels, date ranges, or events.

• Creates visualized graphs.

Sample questions:

• "Show me the active user trend in the last 30 days."

• "Show me the total purchases from organic search last week."
  
  

3. Answering “Why” Questions (Key-driver Analysis)

• Finds the reason behind issues like revenue drop, traffic increase, or user loss.

• Explains the main factors affecting the drop or rise.

Sample questions:

• "Why did revenue drop on August 1st?"

• "Why did new users decrease by 15% compared to last month?"
  
  

4. Teaching and Guidance

• Teaches how to operate within GA4.

• Step-by-step explains how to access features.

Sample questions:

• "How do I create an audience?"

• "How do I link my property to Google Ads?"
  
  

5. Configuration Querying (Property Config)

• Allows reading of technical settings in your property.

Sample questions:

• "What is my Measurement ID?"

• "How many data streams do I have?"
  
  

6. Optimization and Growth Suggestions

• Identifies growth opportunities.

• Offers re-engagement suggestions based on segments.

Sample questions:

• "What should I do to grow my business?"

• "How can I win back users who viewed the product page?"
  
  

What is Ads Advisor?

(Google Ads Artificial Intelligence Campaign Assistant)

Ads Advisor is an AI tool that assists Google Ads managers with campaign optimization.

Ads Advisor – Capabilities

1. Performance Tracking and Reporting

• Can create summaries of campaign performance.

• Can analyze weekly changes.

• Can compare performance based on mobile, desktop, channel, or device.

Sample questions:

• "How did my search campaign perform weekly?"

• "Which campaign brought the most conversions this month on mobile?"
  
  

2. Understanding Performance Changes

• Analyzes the reasons for decline in clicks, conversions, or impressions.

• Detects bid changes made in campaigns.

Sample questions:

• "Why did clicks drop in my brand campaign?"

• "What triggered the increase in conversions?"
  
  

3. Troubleshooting Ad and Publication Issues

• Investigates the cause of sharp declines in campaign performance.

• Explains the reasons for rejected ads and the solutions.

• Provides guidance on authentication processes.

• Can assist with billing and payment issues.

Sample questions:

• "Why did my campaign performance drop?"

• "Why was my ad rejected and how can I fix it?"

• "Why did my payment fail?"
  
  

4. Campaign Creation and Optimization

• Offers optimization suggestions for Performance Max campaigns.

• Can provide text, headline, and visual suggestions.

• Generates new campaign ideas.

• Offers keyword suggestions.

Sample questions:

• "How can I optimize my Performance Max campaign?"

• "Can you suggest keywords for my new search campaign?"

• "Give me new campaign ideas for my website."
  
  

5. Reporting and Visualization

• Automatically generates graphs and reports for specific metrics.

Sample questions:

• "Create a graph for the impressions I received in the last 30 days."

• "Show me the campaigns with the highest weekly growth."
  
  

6. Training and Best Practices

• Provides training-like suggestions for account optimization.

• Teaches practices that will make a difference in the market.

Sample questions:

• "Where should I start to increase brand awareness?"
  
  

The Accuracy of Measurement is More Important Than Ever

With the introduction of these two tools, the data-driven decision-making process becomes more accessible, faster, and more intuitive.

Critical Point:
Artificial intelligence only produces meaningful results on accurately measured data.

If GA4 setups are incomplete, tags are wrong, the dataLayer is inconsistent, or Consent Mode is incorrect, the Analytics Advisor and Ads Advisor may lead to misinterpretation of data.

Therefore, to maximize the benefits of these powerful AI tools offered by Google, having a solid analytics infrastructure is essential.

How to Ensure a Proper Analytics Infrastructure?

For AI-supported analyses to be reliable:

• GA4 Tagging Accuracy
  Ensure that all events (page_view, purchase, add_to_cart, etc.) work flawlessly.

• Consent Mode v2
  Properly configure the consent mechanism for healthy modeling.

• dataLayer Standardization
  Consistent event structures strengthen the Advisor’s analyses.

• Conversion Measurement (Conversion Setup)
  It is critically important that conversions contain the correct parameters and do not produce unnecessary repetitions.
  Depending on the type of conversion (purchase, generate_lead, sign_up, etc.), accurate event names and consistent value transmission directly affect the Advisor’s optimization and insight creation capability.

Benefits of the New Era: Smarter Analyses, Smarter Campaigns

Google's Analytics Advisor and Ads Advisor tools offer a significant opportunity for digital marketers and web analysts.

Thanks to these tools:

• Analyses will speed up,

• Insights will be clearer,

• Campaigns will be managed more efficiently.

However, for these advantages to translate into real value, it is essential that the measurement architecture is clean, consistent, and accurate.

This new analytical era supported by artificial intelligence, when combined with the proper setup, provides businesses with a strong competitive advantage.