How models are applied in GA4 and why they improve upon 'raw' data (GA4 Summit Series video)

What is this video about?


‘Modelling’ is the focus of this third section of our GA4 Summit series. Modelling gives you a more accurate view of performance in GA4 as it allows you to get a more complete picture of your website traffic.

This is done by creating estimates that are based on historic data and machine learning algorithms. From creating this complete picture, modelling helps you identify trends and patterns you may not have seen.

Models can then help you make better decisions based on online and offline data and from here, businesses can allocate their resources more effectively.

Download this video about GA4 models here

You will learn about:


  • The differences between in-platform and out of platform modelling
  • How modelling helps to achieve a:
    • More accurate view of performance
    • Better decision making
    • Accurate, privacy-centric measurement.
  • The various types of GA4 modelling including:
    • Behavioural modelling
    • Conversion modelling
    • Attribution modelling (DDA)
    • Predictive metrics.
  • What GA4 modelling can do.


Meet your speakers


A photo of Alice Crawley, Senior Sales Engineer at Google.

Alice Crawley, Senior Sales Engineer at Google.


Alice is a seasoned Google Analytics Sales Engineer for the UKI market. Alice expertly collaborates with advertisers and partners to uncover business needs and architect custom solutions that demonstrate the power of Google Analytics. Alice has worked on various other Google products, including Attribution 360, Consent Mode, Tag Manager, Optimize and Audience Centre.

A photo of Jimmy McCann, Head of Digital Strategy at Search Laboratory digital marketing agency.

Jimmy McCann, Head of Digital Strategy.


Jimmy is a leading expert in attribution and is Search Laboratory’s lead adviser on cross-channel digital strategy. Jimmy has worked on a strategic level with several global brands and regularly contributes to industry publications, including The Drum.

Download and stream our third GA4 Summit video here