A new chat interface called Analytics Advisor is being tested inside Google Analytics 4 – and if it rolls out widely, it could change the way marketers and analysts interact with their analytics data.
The discovery came from analytics expert Himanshu Sharma, who shared early screenshots on X (formerly Twitter). The interface appears as a built-in chat assistant which will help users to navigate GA4 more easily.
📢 🥳 Google has begun rolling out 'Analytics Advisor' to standard GA4 properties, marking the most significant update in GA4’s history since its launch. This is the GA4 built-in Conversational AI Agent.
— Himanshu Sharma (@analyticsnerd) October 10, 2025
It displays intermediate reasoning to make its logic more transparent,… pic.twitter.com/4rv7BYF2Oj
According to Sharma’s screenshots, Analytics Advisor can:
At the time of writing, Google hasn’t published an official announcement or support article about Analytics Advisor.
- Answer data-related questions, returning key metrics or visual summaries.
- Suggest relevant GA4 reports to help find insights faster.
- Provide context or documentation links for deeper learning.
Why This Matters
If Google moves forward with a full release, Analytics Advisor could make GA4 significantly easier to use – especially for those still frustrated by the platform’s complexity.- Improved accessibility: The chat interface could lower the learning curve by letting users type questions instead of navigating multiple menus.
- Transparency built in: The “intermediate reasoning” display shows how results are generated, offering a glimpse into how AI processes information and produces answers..
- Faster analysis: Instead of switching between reports, users could jump directly to insights by asking questions as informally as if they were tapping a colleague on the shoulder to ask them a question.
- A built-in tutor: For new GA4 users, Analytics Advisor may act like a personal guide inside the platform.
What Is Still Unknown
| Unknown | Why It Matters |
|---|---|
| Rollout scope | It’s unclear if this is a limited test or part of a full rollout. |
| Geographic reach | Early sightings suggest it may not be available globally yet. |
| Release timeline | No official word from Google or documentation confirming when it will launch. |
| Privacy & controls | It’s not known how much user data fuels the AI’s responses or whether opt-outs will be available. |
| Accuracy | Like all AI tools, answers may not always align perfectly with GA4’s standard reporting. |
A Step Toward Google’s Broader AI Ambitions
This development aligns with Google’s long-term plan to integrate AI agents across its marketing and analytics tools. During Google Marketing Live, the company hinted at upcoming “data expert” agents designed to surface insights and detect anomalies automatically. Analytics Advisor appears to be one of the first tangible steps toward that vision – an AI companion built to make GA4’s data more conversational and less intimidating.How to Approach It If You Have Access
If Analytics Advisor shows up in your property, treat it as an experimental tool:- Start small. Ask straightforward questions like “How many users converted last week?”
- Cross-check answers. Compare AI responses with traditional GA4 reports to gauge accuracy.
- Watch how it thinks. Monitor how Analytics Advisor explains its reasoning or links to help articles – these can be great learning tools.
- Report inconsistencies. Feedback will likely shape how the tool evolves.
- Stay informed. Watch Google’s official blog or help centre for updates and feature notes.
