How much have sales changed since the last login? Is a decline in impressions the result of competitors’ actions? What actually lies behind the line on the chart? Google is trying to bring advertisers closer to the answers to such questions without requiring them to work through a series of separate reports.
The company has introduced new AI and agentic features for Google Ads and Google Analytics. At their centre is Ask Advisor, an AI agent within Google’s marketing platforms, which now has access to more data for analysis and new ways to turn results into recommendations and visual reports.
The Google Analytics homepage now features AI Overviews, summaries of the most important changes that have occurred since the user’s last login. The system can highlight a seasonal increase in sales, a change in website traffic or another shift that might require the marketing team’s attention.
Each highlighted insight can be transferred to Ask Advisor with a single click. A decline in traffic, for example, does not remain merely a card on the homepage but becomes a starting point for further questions about its causes and possible next steps. The summaries will also be available through phone and email notifications, with users able to determine how frequently they receive them.
The Google Ads homepage has also been updated. Personalised insight cards are based on an individual advertiser’s business and campaign data, while a prompt box allows users to request a specific analysis from the system. Google cites the impact of competitors on impression share and trends that could influence campaign results as examples.
A more concrete change comes with the new Dashboards in Google Ads. Advertisers can describe the report they need through a text prompt, and the system uses the available data to create a visualisation. A summary is automatically generated alongside the charts, attempting to explain the reasons behind the recorded movements. The same capability is expected to arrive in Google Analytics at a later stage.
Ask Advisor in Google Analytics is also gaining benchmarking. Campaign results can be compared with anonymised averages from companies with similar characteristics, giving advertisers an additional reference point for assessing their own performance. Google has not disclosed details about the criteria that will determine which companies belong to the same comparison group.
The new features are powered by Gemini models. However, their most visible element will not be another chatbot positioned at the side of the screen. Google is placing AI at the beginning of the workflow, where advertisers first open their results, notice a change and try to determine what caused it.
