Stop building GA4 reports. Conversational analytics lets digital marketers ask plain-English questions of their data and get answers. Free prompt kit inside.

This is the third presentation in our Pocket Conversion Scientist^® series.

Your Website Knows More About Your Prospects Than You Think

You just can’t hear it yet.

Every session, every channel, every dropped form, every product page that converts at 0.8% when it should be at 3%. It’s all in your analytics right now.

The problem isn’t the data. It’s how we’ve been accessing it.

Building reports takes time. And even when you do it, you get numbers. Not answers.

I’ve been doing CRO since 2007. We’ve built scorecards, dashboards, custom Google Sheets that pull from the API. We’re pretty sophisticated about this. But nothing has changed our analysis the way this has.

You can now have a plain-English conversation with your analytics data.

Ask it what’s wrong. Ask it what’s working. Ask it why that traffic channel dropped off in March. It will tell you.

Here’s how we do it, and how you can start.

Why Most AI Website Tools Get This Backwards

The AI tools pitching you right now have this backwards.

They look at your website and hand you a list of things to fix. I’ve tried a number of them. We haven’t adopted any.

Here’s why. They skip your data. They start with your pages, not your analytics. So what they give you is best practices dressed up as personalized recommendations.

That’s a problem.

A page that’s performing well is a dangerous page to change. There are more ways to hurt it than help it. If you’re testing ideas that aren’t grounded in your actual data, you’re guessing.

Conversational analytics starts where we start. With the data.

How to Connect AI to Your Google Analytics

There are two ways to connect a language model to Google Analytics.

The first is an MCP server. MCP stands for Model Context Protocol. It’s essentially an API that’s designed for AI to use. Once connected, your language model can query your analytics directly.

Google provides instructions for setting this up. Allocate about 45 minutes. It involves granting credentials and OAuth setup, which gets a little nervifying if you’re not a developer. My advice: paste Google’s guide into your AI and have it walk you through each step.

MeasureU has also published setup guides for Mac and Windows if you want more hand-holding.

The second option is EverOpt, and it’s what we use.

EverOpt connects via the Google APIs directly, which means fewer hallucinations. Most AI tools read a table and fill in the gaps with pattern matching. EverOpt generates JSON and SQL to pull the actual numbers. That’s a meaningful difference when you’re making decisions based on the output.

It also has memory, a daily or weekly briefing agent, and supports Tag Manager, PostHog, and Convert.com.

The Three Prompts That Get You Started

We’ve put together three prompts that get you started.

Here’s what each one does.

The first is the Business Health Audit.

Tell the AI to act as a CRO and business intelligence leader. Ask it to deliver a plain-language health report on your analytics. Tell it not to change anything yet.

It will figure out what kind of business you are just from the data. Then it will tell you which traffic channels are performing, which aren’t, and drill down to the specific campaigns or products causing problems.

The output is a rich report. Read it in full. Or paste it into your ongoing business AI and let it start building strategy from there.

The second prompt is Sellable Traffic.

Not all of your visitors are trying to buy anything.

Bots, AI scrapers, blog readers, existing customers logging in, internal employees — they inflate your session count and suppress your conversion rate. This prompt identifies and removes them so you’re working with numbers that actually mean something.

In one example, removing invalid traffic moved a site’s conversion rate from 3.2% to 3.6%. Without changing a single page.

Once the AI identifies what to exclude, tell it to remember those exclusions for all future analyses. In EverOpt, it saves that to memory and applies the filter automatically.

The third prompt is the Weekly Brief.

Most digital marketers don’t check their analytics every week. This prompt fixes that without requiring you to go anywhere.

Set it to compare 90-day trends against the last 7 days. Ask it to flag traffic channel changes, conversion rate shifts, form abandonment rates, and 404 errors. In EverOpt, paste the prompt into the briefing feature, set your cadence, and it emails you the report.

One of our client briefs flagged a spike in SMS conversions we never would have caught manually. Now we know what drove it, and we can do more of it.

What to Ask Once You’re Connected

Once you’re connected, the questions you can ask are limited only by what’s in your data.

Build funnels. Graph trends. Diagnose why a channel underperformed last month. Examine any A/B tests running on the site.

You can even ask why a variation won or lost. Paste in screenshots of both and the AI will help you build hypotheses. That “why” question has always been the hard one. It still is. But now you have a place to start.

Tell it to interview you about your business. The more context it has, the sharper the analysis gets.

Go Have a Conversation With Your Data

I was a little reluctant to put this together.

This has become a real competitive advantage for us at Conversion Sciences. Being able to walk into a client conversation with an inventory plan or a traffic diagnosis that most agencies don’t even think to produce. That changes the conversation.

But we’ve decided to give away the good stuff.

You’ve got the setup. You’ve got the prompts.

Go have a conversation with your data.

Get the free prompt kit at conversion.science/ad+lp.

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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management