This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

Analytics Intelligence

Analytics Intelligence is a set of features that use advanced modeling techniques to help you better understand and act on your Google Analytics data. Analytics Intelligence functionalities include:



Ask Analytics Intelligence questions in plain English and get fast answers. This Search bar on the top of Analytics allows you to search for instant answers, reports, admin pages, insights, account or property configuration and help content. For example, you can ask questions like “What is my property ID?” or “Which channel had the highest goal conversion rate?” and Analytics will show you a ranked list of goal conversion rates by channel. Learn more.


Automated Insights

Analytics Intelligence will analyze your data automatically and surface insights on major data changes as anomalies over time or anomalies in a segment. Learn more.

  • For anomalies over time, Analytics Intelligence conducts contribution analysis to identify user segments that contributed to those anomalies. Learn more.

Custom Insights

Create your own sets of rules to generate insights. When the rule conditions are met, you'll receive an email notification. You can set up rules with hourly, daily, weekly, or monthly frequency. Learn more.


Predictive capabilities

By applying Google’s machine learning models, Analytics Intelligence can analyze your data and predict future actions end-users may take.

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