Hello Reader
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Recently Javier asked a great question in my GA4 for Ecommerce course.

How have the advancements in AI changed the way you use GA4?

To give you a bit of background, I use ChatGPT daily. I have the paid account, which I use for things like sparring ideas for this newsletter, coding, proofreading my text, etc. It’s extremely helpful assistant.

That said, when it comes to data, I still analyze myself a lot. But I’ve added AI to do tasks that take too long to do by myself.

GA4 Insights Feature

GA4 has the “insights” cards, but I don’t use them much, as they don’t give the right information at the right time.

Instead let me tell you a few ways I use AI with Ecommerce data:
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1. Summarize reports from GA4​
You can export your data in a CSV file and give it to AI, telling it to summarize the data or give you 3 insights it can see in the data. You can even specify if you are interested in engagement, revenue or conversion rate.
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Often it will give you ideas you didn’t think about. (Be careful though, sometimes, it gets the numbers wrong, so you need to spot-check.)
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2. Make the AI do some more complex computations.
Most AI’s can calculate complex stuff, as long as you give it data in a simple format.
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It gets easily confused if there are many unnecessary columns (especially if they are poorly named).
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For example, give the AI your transactions (product, price and transaction ID) and tell it to analyze what products are most bought together.
​Here is a video of how to do that.​
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3. Use the AI on survey results
​Give the AI your survey results, and tell it to summarize the results and give you 3 insights.
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- Especially useful if you have a lot of open-ended answers.
- You can tell the AI to read the answers and categorize them into 4-8 categories based on the answer. Then use these categories to make graphs.
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It’s really good at taking a lot of text data and reducing it to something we can use.
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4. Use AI to analyze product reviews​
Give the AI your product reviews and tell it to give you the top 3 complaints & 3 praises your product gets.
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You can use this to improve the product, or use the praises in your marketing or product page. Super insightful!
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5. Use AI to create code
For simple coding tasks, like GA4 event tracking.
You can use the AI to help you with the Javascript code for GA4 events. Then, you can place them in GTM.
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You do need to know how to use GTM to get the most out of it, but after watching a few tutorials on YouTube, you should be able to do simple tasks.

Some other cool use cases for AI in Ecommerce

1. ​Generating compelling product descriptions. This makes sense since AI’s can give you really cool angles & ideas that you haven’t thought about. Especially if you combine it with customer reviews.
2. ​AI Product Models. We are getting close to this being actually usable.
3. ​Personalized product recommendations. Takes time to implement, but imagine you could recommend products based on the user’s visited pages.

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Just remember.. AI should help your brand stand out and feel unique, not run the show.

Happy analyzing,
Robert