Google Analytics 4 (GA4) added a new trend detection insight that highlights “subtle but lasting and important changes in your data.”
How it works. The new feature works like anomaly detection, helping to identify changes in data. But there’s a key difference: while anomaly detection detects sudden peaks or dips, trend detection focuses on slower changes that occur over a longer period of time. This gives users a detailed view of data changes, making it a useful tool for spotting both quick and long-term trends.
Why we care. Deeper insight into trends facilitates data-driven decisions, improving optimization effectiveness. Understanding market behavior allows you to predict future opportunities, manage risk and allocate resources efficiently.
Using trend detection. To access trend change data, navigate to the Insight card in the Insights and Recommendations section of the GA4 home page. This information is visible in the reporting snapshot, the advertising snapshot, and the information center.
Here’s a preview of what the trend change information card looks like:
reaction. While some vendors welcomed the new vision, others expressed a preference for GA4 to prioritize other insights, such as real-time data, over this particular addition. Curtis Moldrich, digital editor of Car magazine, wrote about X: “Where is the real time per page?”
Daniel J. Pinna, founder and creator of Ancient Faces, agreed and posted X: “The feature is awesome. But yeah, I’m with you Curtis. Where are the tools we need and are they gone from Universal?
Google has not yet announced when or if it will release real-time data in GA4.
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deep dive. Read Google’s announcement in full for more information.
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