GA4 “Analytics Advisor” Explained

How Conversational AI Makes Analytics “Usable by Anyone” and How to Apply It in Real Work

Introduction: What Exactly Is Analytics Advisor?

“Analytics Advisor,” announced by Google in 2025, is a
conversational AI assistant that runs inside the Google Analytics 4 (GA4) interface.

You can think of it as a slightly reliable “in-house analyst” that:

• Answers questions based on your GA4 data
• Automatically provides graphs and links to report screens
• Rescues you from that “I have no idea what to look at” lost state

In Google’s official description, Analytics Advisor is a conversational AI experience powered by the latest Gemini models, and a partner for accelerating “data-driven decision making” for all GA4 users.

In this article, we’ll walk through:

• How Analytics Advisor works and what it can do
• 具体的な使い方と質問例 (practical usage and example questions)
• Benefits and caveats for Japanese web managers and marketers
• Differences and division of roles compared with other tools (traditional GA4 features, ChatGPT, etc.)
• Where this is likely headed, and what you should prepare for now

We’ll keep it friendly and practical, always with real-world usage in mind.

Who Will Benefit the Most from This Feature?

First, let’s be clear about who this feature is especially meaningful for.

This Will Be Very Relevant If You:

• Are in charge of web for an SME or startup
  • You open GA4 but get stuck every time wondering which report to look at
  • You don’t really have the budget to hire external consultants or agencies
• Work in marketing or PR
  • You’re juggling multiple channels (ads, social, email, etc.), and never have enough time left for GA4 analysis
  • You want to quickly grasp “So, how did we do this month overall?”
• Are an executive or business leader
  • Analytics jargon is not your favorite thing
  • But you do want to personally confirm, in your own words, “Is our site actually growing right now?”
• Are a data analyst, web analyst, or similar specialist
  • You want to offload aggregation and routine reporting to AI and spend your time on analysis that really requires brains
  • You’re overwhelmed by constant “Hey, can you quickly pull this number?” requests from internal teams

Analytics Advisor is best understood as a feature designed to lower the barriers of “GA4 is hard” and “I don’t have time to look at it.”

1. What Is Analytics Advisor? A Conversational AI Assistant Embedded in GA4

1-1. Core Concept

Summarizing the official blog and help docs, Analytics Advisor has three main points:

1. A conversational AI (chatbot) embedded in GA4
   • A chat panel appears on the right side of the screen, where you can ask questions about your GA4 data
2. An “agentic” experience powered by Gemini
   • It’s not just a FAQ
     It reads your specific property’s data and answers tailored to your situation
3. An “analysis layer” that includes visualization and report navigation
   • It provides not only numbers, but also charts and links to relevant reports
   • It tells you which report you should look at

Google describes this as an “AI-assisted analysis layer” that sits on top of GA4.

1-2. Availability: When and Where Can You Use It?

As of November 2025, Analytics Advisor is available as follows:

• Supported services:
  • Google Analytics 4 (GA4) Standard
  • Google Analytics 360 (paid)
• Launch timing:
  • From December 2025, available on all properties set to English
• Where it appears:
  • An “Analytics Advisor (Beta)” icon near the top-right of the GA4 interface
  • Clicking it opens a chat panel on the right side

There’s no explicit announcement yet about full Japanese UI support,
but “Japanese” is already listed in the help documentation’s language list,
so it’s widely expected that support will gradually expand to other languages as well.

1-3. Why Is Google Releasing Analytics Advisor Now?

The big backdrop here is that:

• GA4 is powerful, but its report structure is complex and it’s easy to get “lost”
• For many SMEs, it’s hard to justify a dedicated analytics professional

So Google essentially decided:

“Instead of asking people to memorize complex report screens,
let’s make it possible to analyze using questions.”

Just as with “AI Overview” and Gemini integration in Search,
Analytics Advisor can be seen as an attempt to extend the “access information through conversation” paradigm into GA4.

2. What Can Analytics Advisor Do? Four Key Capabilities

So, what can it actually do?
Based on documentation and early test reports, we can整理 the main capabilities into four areas.

2-1. Natural Language Queries and Display of Numbers and Charts

The most straightforward function is that you can “ask what you want to know in plain language”.

For example, in an English UI:

• “How many users visited my site last week?”
• “Which pages had the highest engagement in the last 30 days?”
• “What are my top traffic sources by conversions this month?”

When you ask these, Analytics Advisor returns:

• The relevant metrics (users, sessions, conversions, etc.)
• The numbers for the specified period
• Bar or line charts as needed

In Japanese terms, once supported, you might say:

• “先週のユーザー数と、その前の週との差を教えて”
• “直近30日で一番見られているページは？”
• “今月、コンバージョンが一番多い流入チャネルはどこ？”

The key point is that all of this becomes something you can get just by “asking,” without hunting around for the right report.
That alone lowers the barrier a lot.

2-2. Navigation to the Right Report Screens

GA4 has a lot of report menus, and it’s easy to feel like:

“Which screen am I supposed to look at for this again…?”

Analytics Advisor will also tell you which report to open, depending on your question.

Japanese media like SEO Times have highlighted as a feature that:

• If you ask “Where can I see this?”, it will guide you to the relevant report.

For example:

• You type, “I want to see the trend of users from organic search.”

It may respond with:

• “Open Reports > Acquisition > Overview.”
• “You can open the report directly from this link.”

For GA4 beginners in particular, this is a big help in avoiding that “lost in the UI” feeling.

2-3. Explaining Anomalies and Trend Changes (Answering “Why?”)

Going a step further, Analytics Advisor also aims to explain “why” numbers changed.

For example:

• “Why did conversions suddenly spike yesterday?”
• “Why has the bounce rate increased over the past week?”

In response, it may point to factors like:

• A sudden increase in traffic from a particular channel
• The start of a new campaign
• A spike in views for a specific page
• Changes by device or region

Of course it won’t always be perfect,
but as an assistant for telling you “where to dig deeper first,” it’s quite helpful.

2-4. A Learning Guide: “Private Tutor” for GA4

Analytics Advisor can also answer questions about how to use GA4 itself.

For example:

• “What’s the difference between events and key events (conversions)?”
• “How do I set up a new conversion?”
• “What is the ‘Explore’ report used for?”

When you ask, it can respond with:

• Easy-to-understand explanations
• Links to relevant help pages
• Directions on where to configure things in the GA4 interface

So it can also act as a “How-to teacher” for GA4.

This is especially helpful for people who:

• Find reading GA4 documentation a bit painful
• Search for the same how-to every time they need to do something

With Analytics Advisor, you can learn gradually while asking questions in chat.

3. How to Use It: Where to Access It and What to Ask

Now let’s make this more concrete and look at how it actually works in practice.

Note: Right now it’s English-UI first, but we’ll phrase things so they’re easy to imagine for future Japanese support.

3-1. How to Access It

According to Google’s official help, accessing Analytics Advisor (Beta) is very straightforward:

1. Log in to GA4 (Google Analytics)
2. Select the property you want
3. Click the “Analytics Advisor (Beta)” banner or icon shown in the upper-right area
4. A chat panel slides in on the right
5. Type your question in the text box and send

Some screenshots show a banner asking “Do you want to opt out?”,
so it appears you can disable it if you don’t want to use it.

3-2. Good First Questions (For Light Users)

If you’re not very comfortable with GA4, it’s best to start with simple “fact check” questions.

For example:

• “Tell me this month’s users and how that compares to last month.”
• “Show me the top 5 most-viewed pages over the last 7 days.”
• “Which traffic source is generating the most conversions?”

In English, you might say:

• “How many users did we have in the last 30 days vs the previous 30 days?”
• “Which pages got the most views last week?”
• “What are my top traffic sources by conversions this month?”

Key points:

• Your English and metric names don’t have to be perfect
• If you roughly describe what you want to know, the AI will usually infer it

Of course, the more precisely you name metrics and dimensions, the better the results,
but you don’t need to be textbook-perfect to get value.

3-3. “Diagnosis” Questions to Try Once You’re Comfortable

Once you get used to it, try questions that include “why?”—that’s where Analytics Advisor starts to shine.

For example:

• “Why did sessions spike yesterday?”
• “Which pages have seen a drop in conversion rate over the last 30 days?”
• “Please summarize the performance of the new landing page we just launched.”

In English:

• “Why did my sessions spike yesterday?”
• “Which pages have seen a drop in conversion rate over the last 30 days?”
• “Give me a quick performance summary of the /campaign/xxx landing page.”

As you look at the responses, it’s important to ask yourself:

• “Does this explanation really seem right?”
• “Are there other factors we might be missing?”

In other words, the ideal style is to use AI’s answer as a starting point and then verify and refine it as a human.

3-4. Asking How to Use GA4

Another very practical use is asking “How do I…” style questions.

For example:

• “How do I mark an event as a conversion?”
• “How do I set up cross-domain tracking?”

Analytics Advisor can respond with step-by-step guidance based on the help docs.

Especially if you’ve ever felt like:

• “I don’t even know which GA4 help page answers my question…”

Then this “tutor mode” alone can be a big productivity boost.

4. Where Does It Help Most? Concrete Usage Scenarios

Let’s now imagine some realistic Japanese scenarios where Analytics Advisor could be useful.

4-1. Graduating from “Kind of Doing Analytics” at SMEs

A typical pattern up to now might be:

• Each month, someone casually opens “Reports > Acquisition” in GA4
  and says “Ah, users went up/down,” and that’s it
• Nobody really knows which channels actually drive revenue
• When they try to look deeper, they get lost and give up

With Analytics Advisor, at the start of each month you could simply ask:

• “Tell me the top 3 traffic sources that contributed most to revenue last month, with brief comments.”
• “Which campaigns or pages have seen worse conversions compared to last month?”

From that, you immediately get:

• The channels and pages you should focus on
• A shortlist of candidates for improvement this month

This makes it easier to move from:

• “Just staring at numbers”
  to
• “Looking at numbers to decide what to do next.”

4-2. Coordination with Ads Operations (Combining with Ads Advisor)

Google announced Ads Advisor (AI agent for Google Ads) at the same time as Analytics Advisor.

Combining the two, you could imagine a workflow like:

1. On the GA4 side (Analytics Advisor):
   • Ask: “Which channels have had notable improvements or declines in CVR this month?”
2. Once you see it’s ad-driven:
   • Switch to Google Ads (Ads Advisor) and ask:
     “Why has CPA worsened for this campaign?”
     “Suggest bid and creative adjustments to improve performance.”

For now you need to switch tools manually,
but the pattern of “measurement = Analytics Advisor” and “activation = Ads Advisor” is already emerging.

4-3. Reducing Analyst “Busywork” and Uplifting the Whole Team

Even for data professionals, Analytics Advisor is not an “enemy” that replaces them—
it’s more of a friend that reduces busywork.

Instead of analysts constantly fielding requests like:

• “Can you quickly graph last week’s UU and CV?”
• “Can you pull device-split data for this campaign?”

you can have team members ask Analytics Advisor first.

That frees analysts to focus on hypothesis building, experiment design, advanced modeling,
and other tasks that truly require their expertise.

Also, when junior members or folks in other departments are thinking:

“I don’t really know how to interpret this number…”

they can ask Analytics Advisor first,
which helps spread a culture of “looking at data” across the team.

5. Comparison with Other Tools: What’s New, and Where Are the Limits?

5-1. Difference from Existing GA4 Features (Insights, Explore, etc.)

GA4 has long included powerful features such as:

• “Insights” (automatic detection of anomalies and trends)
• “Explore” reports (explorations)

So how is Analytics Advisor different?

• Existing features:
  • You generally need to open a report, configure dimensions, metrics, filters manually
  • Auto-insights may appear, but they don’t always clearly explain
    why they matter or how to interpret them
• Analytics Advisor:
  • Fetches the necessary data for you based on questions
  • Provides human-readable explanations for charts and insights
  • Even tells you which report you should open

So you can think of it like this:

• Traditional GA4: A powerful “toolbox for analysis”
• Analytics Advisor: A chatty “senior analyst” sitting on top of that toolbox

5-2. Difference from ChatGPT and Other General-Purpose AI

You might reasonably think:

“Couldn’t I just export GA4 data and feed it into ChatGPT?”

In many ways, general-purpose AI is better at certain tasks:

• Brainstorming marketing ideas
• Writing readable Japanese (or other language) reports
• Thinking across channels (email, LPs, social, etc.)

These are core strengths of ChatGPT and similar tools.

Analytics Advisor’s real strength lies in:

• Having direct access to your GA4 property
• Answering based on the latest measurement data without exports or copy-paste
• Working entirely within GA4, reducing the risk of setup mistakes
  or wrong CSVs being used

In practice, a realistic division of labor would be:

• Number pulling, checks, and quick interpretation → Analytics Advisor
• Idea generation, writing, and presentation decks → ChatGPT / other general AI

5-3. Current Limitations and Caveats

According to early tests and user feedback,
Analytics Advisor still has some limitations:

• It can struggle with complex queries
• It sometimes returns outdated metric or report names
• “Why?” explanations can be overly generic at times
• For now, it can’t directly change GA4 settings; it mainly supports analysis

Google itself states in the help docs that:

• Responses may not always be accurate
• Users are responsible for validating suggestions before acting on them

So the safest mindset is:

“It’s a very helpful colleague,
but we still make the final call.”

6. Future Outlook: How Far Will Analytics Advisor Evolve?

Finally, based on public info and current trends,
let’s speculate a little about where Analytics Advisor might go (this section includes some educated guesses).

6-1. More Languages and Better Japanese Support

Since “Japanese” is already listed among supported help languages,
it’s clear that the design anticipates expansion beyond English-speaking users.

So the likely rollout path is:

• First, formal launch for English UI
• Then gradual expansion to other languages, including Japanese

Once Japanese support matures, we’ll likely see:

• Asking questions in Japanese
• Getting Japanese explanations with charts

That would make it substantially more usable for many teams in Japan.

6-2. Deeper Integration with Ads Advisor and Other Tools

Google groups Analytics Advisor and Ads Advisor under the label “AI advisors” / “agentic tools”,
and has said it will keep adding features.

In the future, you could imagine:

• Insights discovered by Analytics Advisor being piped into Ads Advisor as campaign changes with a single click
• Changes made by Ads Advisor being automatically explained in GA4 by Analytics Advisor in terms of impact

In other words, a world where “measurement ↔ activation” is stitched together by AI into a smooth loop.

6-3. Acting as a Bridge to BigQuery and Other Data Sources?

Google has already signaled that it plans to embed generative AI into analytic stacks like BigQuery,
and AI is reaching into the broader ecosystem of GA4 → BigQuery → Looker.

Going forward, we might see:

• Analyses not just on GA4 data but also on BigQuery exports
• Combining GA4 data with offline and POS data and others

and being able to interact with all of that via a conversational interface.

If that happens, Analytics Advisor will become more than “a chat box inside GA4” and start acting as:

“The AI analyst front-end that spans all marketing data.”

7. Summary: How Should You Work with Analytics Advisor?

Let’s recap the key points:

• Analytics Advisor is a Gemini-based conversational AI assistant that runs inside GA4.

  • It answers data questions and provides charts and report links.
  • It also guides you on how to use and configure GA4.

• It’s available for GA4 Standard and Analytics 360 English properties (from December 2025).

  • You access it via the “Analytics Advisor (Beta)” icon in the top-right.
  • Expanded multi-language support, including Japanese, is expected down the road.

• Its four key pillars are:

  1. Natural-language queries with numbers and charts
  2. Navigation to the right report screens
  3. Explanations for anomalies and trend changes (“why?”)
  4. A “tutor” role for teaching GA4 usage

• Relationship with existing GA4 features and ChatGPT:

  • It complements GA4’s powerful “toolbox” as a conversational “senior analyst.”
  • With general AI tools, a realistic division is:
    • Data fetching and quick checks: Analytics Advisor
    • Ideas and writing: ChatGPT / similar

• Right now some reviewers call it “intern level,” so full delegation is risky.

  • There can be mistakes and overly generic explanations.
  • Humans must still make final decisions and design actions.

Recommended First Steps for Using It

For Japanese web managers and marketers, a good starting approach might be:

1. Decide on a set of “weekly questions” you’ll always ask.
   • e.g., “Last week’s CV by main channels,” “Top 3 pages getting worse.”
2. Always verify Analytics Advisor’s answers with your own eyes.
   • Cross-check with the corresponding report screens and note
     “This makes sense” vs “This seems off.”
3. Gradually mix in “why?” questions and “how to use GA4” questions.

This way, you can:

• Reduce your fear of GA4, and
• Slowly build a culture where people talk using data inside your organization.

If you’ve ever felt “GA4 is too hard, I’m not good at it…”,
then leveraging a conversational AI like Analytics Advisor can help you move toward a
“no-escape from numbers” marketing culture—in a good way.

When full Japanese support arrives,
definitely try it on your actual property at least once and see how it changes your daily analytics work.