In today’s data-driven world, organizations are scaling up their investment in data solutions and insight generation. This can be costly and time consuming depending on the nature of the business. Organizations are looking for cost-saving options with automated actionable insights.
So what if it is available for free? Yes, you heard right. Google Analytics 4 (GA4) provides insights using analytics intelligence which is a set of features that uses machine learning and a set of conditions defined by you to help you understand and act on data.
Google Analytics 4 provides two types of insights:
#1 Automated insights: Google Analytics 4 detects unusual changes, like a sudden spike or dip in any particular data trend, and informs you via insight cards available in the analytics console.
To learn more about automated insights in GA4, check out this article: Understanding Automated Insights in Google Analytics 4 (GA4)
#2 Custom insights: You can also create custom insights in GA4. Every business has its own set of KPIs (key performance indicators) and you can put your own conditions to detect sudden changes in your business KPI’s.
Once the conditions are met, your custom insight will be available on the insight dashboard. You also have the option to email the insights as a custom email alert whenever there is a sudden change in the data. GA4 allows you to create up to 50 custom insights per property.
The insight cards look like the ones below.
