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Which Google Analytics feature uses machine learning to measure conversions that aren’t directly observable?

  • Conversion paths
  • Conversion events
  • Conversion window
  • Conversion modeling

The correct answer is: Conversion modeling

As the industry evolves to adapt to a world that prioritizes and upholds the privacy of users, the technologies used to measure and gather insights across the customer journey need to adapt alongside it. With observed data less available because of privacy regulations and restrictions, sophisticated machine learning models can help preserve measurement continuity while respecting user privacy and consent choices.

Google’s models look for trends between conversions that were directly observed and those that weren’t. For example, if conversions attributed on one browser are similar to unattributed conversions from another browser, the machine learning model will predict overall attribution. Based on this prediction, conversions are then aggregated to include both modeled and observed conversions.

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