I'm Matt Landers and in this tutorial we'll take a look at some of the AI powered capabilities in
Google Analytics specifically we'll use insights and recommendations in the demo
account to help us make faster decisions about our data and uncover new insights
Google analytics uses Advanced modeling techniques to help you better understand and act on your data
one such functionality is insights analytics has two types of insights automated insights
are a surface when analytics it takes unusual changes or emerging Trends in your data and
notifies you automatically in Google Analytics if you don't see any insights right now be sure to
check back later as analytics regularly discovers new automated insights to surface to your property
custom insights are based on conditions that you create to detect changes in your data that
are important to you when the conditions are triggered you see the insights on the
insights dashboard and you can optionally receive email alerts you can create up to
50 custom insights per property alright let's jump into the demo account and check it out
all right we're on the home page of the Google merchandise store and I want to show you how you
can find your insights and recommendations there's a few different places that they show up the first
being the home page where we are right now and the other being the different snapshot reports
so the reporting and the advertising snapshot reports and in order to find them all we have
to do is scroll down to the bottom and we'll see a section called insights and recommendations
now I want to show you what you can do with these and we're going to start off with an Insight so
the one in the middle here is an Insight if we hover it over it we'll see we get a couple options
and we can see what it's trying to tell us it's saying that our organic search has appeared in
52.99 of our conversion path it shows us a chart to support that and it also gives us a link here
at the bottom to go to the detailed report for our conversion Pals we can go there and slice
and dice our data in different ways and get more information about what this actually might mean
and how we can use it to adjust or double down on some of our marketing efforts all right and then
when you hover over it you'll also see a thumbs up and thumbs down now you can tell us good job I
liked that Insight or that wasn't that relevant to me and thumbs down it and we won't show it
to you anymore so definitely do that to give us some of that feedback so we can generate relevant
insights for you on the bottom left you'll see that we can expand this that'll open a window to
the right and it'll be in more of a full screen view so you can see it a little bit easier and
then we still have the same thing we can go to our conversion pass report and check that out
so that's a pretty cool way that we can get our insights now let's look at our recommendations
so if you look here we have two different recommendations let's focus on this one on the
right so we have the same thing that we can do we can expand this to be full screen and that little
window that shows up on the right and thumbs up and thumbs down it but this one's different it
gives us an action that we can do as well so it says that where you can reach users who are 10.2
X more likely to purchase than all users and what it's letting us do is to create an audience based
on that recommendation and it's going to create a predictive audience so we've used AI machine
learning to determine that hey there's a group of people that are really likely to purchase
and here's a way for you to create an audience for that that then you can actually export to ads and
bid on as well so let's go ahead and expand that one and we'll see that it shows up on the right
and then we could click on create predictive audience and that'll take us to our audience
creation workflow and allow us to create that audience and then we'll be able to use that in
our different marketing efforts all right so that is how you get to the insights and recommendations
now I want to show you how you can actually create your own and in order to do that you're going to
need to have the right permissions so I'm going to jump over to a different property where I have the
right permissions to create one and we'll look at that workflow all right now we're in the property
for our tutorial site which is the site that we've been working on throughout the series and let's go
down to our insights and recommendations and oh we don't have any and this may be the case for
you as well especially if it's a new property or a property that doesn't get enough traffic for us
to generate those for you but we can create our own insights now if you see a list of insights
and recommendations here you can click on view all insights and recommendations and on the top right
of that screen you should see a button to create a new insight if you don't see that button then
you probably don't have the right permissions to create insights all right we can create insights
but we cannot create recommendations those are automatically generated for you every time
all right so let's go ahead and click on see suggested insights so it's going to pop open a
new window and we'll see a list of some suggested ones that we present to you like an anomaly in our
daily conversions so maybe we want to turn that on so that we're alerted if we're making changes
to our marketing funnel or if we're changing our website to make sure that whatever we're doing
and making changes to doesn't actually have a negative impact on our conversions and we
could come in see that and revert our changes or whatever we might want to do based on that
we can also create a new one from scratch let's just look at this conversion one and see what all
of our options are for creating an Insight so if I click on that you'll see that we can choose our
frequency so it's hourly daily weekly or monthly and then we can choose the metric that we want to
actually monitor so here we have conversions and then choose a condition so we have has anomaly so
is there something different that happened than normal or we can choose a specific value or a
percentage increase or decrease all right then we just name that insight and then another cool part
here is that you can put in an email address or multiple email addresses to be alerted whenever
that Insight is triggered so that way if you are making changes you'll know right away that
hey something happened to your marketing funnel or your website or whatever and you can come in
check it out and maybe revert that if needed in the anomaly case all right hopefully that gives
you an idea of how insights and recommendations work and how you can create your own definitely
go do that check it out leave some comments on this video let me know how that's working
out for you also if you have any questions or anything join our Discord server where we have
a large community of people that are helping each other out with their analytics questions set up
getting new information out of their account so go ahead and join the Discord server there's a
link to that in this description of this video all right thank you for joining me for another
tutorial series video and I can't wait to see you in the next one until then happy measuring
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