How do you use GA4's machine learning insights for marketing optimisation?
We treat predicted and modelled figures as estimates, and check the report against the raw BigQuery export, which has no modelling. GA4's predictive metrics only switch on when a property has enough data (purchase and churn predictions each need at least 1,000 returning users who triggered the condition and 1,000 who didn't), so many small sites never get there. GA4 also fills some gaps with modelled data when visitors refuse cookies, and that has its own thresholds.
Predictive metrics
GA4 can predict purchase and churn probability, but only for properties that qualify. Google asks for at least 1,000 returning users who triggered the condition and 1,000 who didn't, within a seven-day period in the last 28 days (at the time of writing; check Google's current thresholds). For purchases, the events also need a value and currency.
Modelled data
When visitors refuse cookies, GA4 can model some of what it missed. Google asks for at least 1,000 events a day with analytics storage denied for 7 days, and at least 1,000 daily users with it granted on 7 of the last 28 days. Meeting those numbers doesn't guarantee eligibility.
How we use them
We read modelled and predicted figures as estimates. The BigQuery export holds raw events only, so we compare the report with it before we act on a number.
It's part of our technical tracking service.
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What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
Why is tracking important for my marketing?
Without it you're guessing which ads, pages and emails bring customers. Ad platforms also bid on what you tell them, so missing or wrong conversions mean they find the wrong people.
What is ongoing management, support, and reporting?
It means we don't launch your marketing and leave. We keep running and improving your ads, website and tracking on a retainer, and send reports that show what's working and what we'd change.
What’s included in your performance reporting?
Spend, leads or sales, and cost per result by channel, using data we've checked first. Reports sit in a Looker Studio dashboard you can open any time, and each one ends with what we'd push, fix or stop.
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