AI Agents and Future of Digital Analytics

Digital Analytics Insights by Optizent

Author

Anil Batra
January 30, 2025

In partnership with

Recently OpenAI, the creators of ChatGPT, released an AI Agent called Operator. This operator can browse the sites, login, fill forms, click on button, purchase products etc. Operator can act and work like a human visiting a site.

This is just one of the thousands AI agents that are getting developed by various companies.

So how does it impact the roles of a Digital, Web and Marketing Analyst?

I think almost all of the technical implementation work i.e. creating tags, triggers etc. is likely to be disrupted by such AI Agents.

For example, an AI agent like Operator, can browse the site, see which elements contain product name, price, cart items, amount spent etc. and even see which data layers are pushed by the user action, page load etc.

It can then browser to login to tag manager, fill the tag template, create a trigger using the information it saw above and publish the container. Or it just create a json file with all the tags, trigger etc., import it into a GTM container and publish it.

Such an agent is not there yet, but I predict, Google (or someone else) will come up with such an agent later this year.

So you or your team members, whose sole job is to do technical implementation, will see an impact on their work. However, this means that it will free up analysts to do more strategic work. They can focus on helping stakeholders, across the organization, help them define the right metrics and KPIs, spend more time on data analysis, insights etc. Also, AI agents for now will need humans to validate, QA and refine the work.

So if your team is right now focus on technical aspects only then get them ready for tomorrow. Train them to work with people, understand business and help stakeholders across the organization.

If you are an analyst reading then then it is time focus on people and analytical skills. (This is something I teach in the Become a Digital & Web Analyst program).

Do You Know?

  • You can add up to 25 event paramaters fore each event in GA4.

  • For eCommerce events, you can add 27 item-level event paramaters.

  • The name of the event paramater can not exceed 40 characters.

  • The values you send for event paramater can not exceed 100 characters.

Top 5 Reads of the Week

Stay ahead with this week’s handpicked selection of must-read articles. Dive into insights, trends, and actionable strategies in Digital, Web, and Marketing Analytics. From practical tips to in-depth case studies, these posts will keep you informed and inspired.

  1. How to Copy GA4 Explorations from One Property to Another
    This post explain a GA4 feature that allows you to easily recreate exploration in multiple properties.

  2. BigQuery Regex to Explore GA4 data

    Using RegEx in SQL opens up a lot of possibilities for you to find the right content using a query in a database.

  3. Data Layer Masterclass

    Everything you need to learn about using data layers in GA4 and GTM is in this post.

  4. How to Check if Consent Mode V2 is working or not

    Consent mode V2 allows you to send the cookie less pings to GA4. Use this post to see if it is working or not.

  5. Why GA4 and BigQuery Numbers Don’t Match

    If you are using BigQuery along with GA4 then you might notice some discrepancy in the numbers, this post explains the reason for this difference.

Training, Courses and eBooks

  1. Become a Digital & Web Analyst - A course that will get your team members learn Digital, Web and Marketing Analytics the right way. If you are a managing a team of analysts then this is a course you should enroll them in.

  2. 13 reasons why you must integrate BigQuery with GA4 (Free eBook).

If you have any questions then do not hesitate to send that to me. Your question will be answered in one of the newsletters.

Thank you,
Anil Batra
Founder Optizent.com

Whenever you are ready, there are two ways I can help you:

  1. Join All Access Digital Analytics Pass - This pass give you access to all of my 20+ online courses including Become a Digital, Web and Marketing Analytics Program, Implementation Mastery Program and Digital Analytics Blueprint to start and enhance your career.

  2. Agency and Consulting Services - My team and I are ready to help your organization with all your Digital Analytics requirements. We works with leading tools such as GA4, Google Tag Manager, Piwik PRO, BigQuery, Looker Studio, Amplitude, Adobe Analytics to n

There’s a reason 400,000 professionals read this daily.

Join The AI Report, trusted by 400,000+ professionals at Google, Microsoft, and OpenAI. Get daily insights, tools, and strategies to master practical AI skills that drive results.