Ads Decoded What Google Analytics is doing to win back advertisers
Jan 28, 2026
Eleanor Stribling, Group Product Manager on Google Analytics who leads reporting and AI features, walks through GA4’s reinvention as an activation platform. She highlights AI-powered Analytics Advisor and predictive audiences. They cover data strength, tagging diagnostics, Data Manager and privacy, and new tools for budgets, diagnostics, and cross-channel activation.
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Using LLMs To Translate Measurement Concepts
- Eleanor uses Gemini and Notebook LLMs to simplify complex measurement concepts by asking for metaphors and summarizing many documents.
- This approach speeds understanding and helps her share concise strategic themes with her team.
Data Strength Is The Competitive Advantage
- Data strength means maximizing the quality, completeness, and connectivity of first-party data to power better campaign performance and AI-driven insights.
- Strong first-party data enables end-to-end understanding of customer journeys and fuels AI that predicts and plans media opportunities.
Centralize First-Party Data With Data Manager
- Use Data Manager and the Data Manager API to centralize first-party data management for consistency and quality across Google Ads.
- Rely on confidential matching and trusted execution environments to keep imported customer data private and secure.