Which Google Analytics feature uses machine learning to measure conversions that aren’t directly observable?
Explanation:
The correct option is Conversion modeling. This feature in Google Analytics utilizes machine learning algorithms to measure conversions that aren’t directly observable, providing valuable insights into user behavior and campaign effectiveness. In practical terms, conversion modeling fills in the gaps where traditional tracking methods may fall short, especially in scenarios where conversions occur across multiple touchpoints or involve complex user journeys. Drawing from my own experience in digital marketing, I’ve seen how conversion modeling can significantly enhance attribution analysis and decision-making processes. By leveraging machine learning capabilities, Google Analytics can accurately attribute conversions to the appropriate channels, campaigns, and interactions, even when direct tracking is challenging. This enables marketers to better understand the impact of their marketing efforts, allocate budgets more effectively, and optimize strategies for maximum ROI. Overall, conversion modeling empowers businesses to make data-driven decisions and drive continuous improvement in their marketing performance.
As the industry evolves to adapt to a world that prioritizes and upholds the privacy of users, the technologies used to measure and gather insights across the customer journey need to adapt alongside it. With observed data less available because of privacy regulations and restrictions, sophisticated machine learning models can help preserve measurement continuity while respecting user privacy and consent choices.
Google’s models look for trends between conversions that were directly observed and those that weren’t. For example, if conversions attributed on one browser are similar to unattributed conversions from another browser, the machine learning model will predict overall attribution. Based on this prediction, conversions are then aggregated to include both modeled and observed conversions.
Read more here: https://support.google.com/analytics/answer/10710245