Analytics news: December 2025

November brought nothing even worth mentioning, but in December both Google Analytics and Google Tag Manager got features that could be very useful in 2026.

Google Analytics 4

Analytics Advisor

Let's start with something that looks like a real bombshell, and I think it's been expected for quite a while. Google Analytics finally has a conversational AI agent based on Gemini.

Whenever a question comes up, you don't have to dig through reports for the answer. You can just ask the agent. You open it from the navigation in the top right corner or through search.

I haven't seen this feature in Polish properties yet, but I'm guessing it will show up soon.

A chat window opens on the right, where you can start asking questions right away. Of course, it's still a beta.

The chat handles any language without trouble, Polish included.

That's not all: the agent also has the standard features of other chatbots, so it will answer subject-matter questions and give you instructions for setting up specific configurations

I think this will be one of the most actively developed features in 2026. For now it handles simple questions very well, but its answers to more complex questions still leave a lot to be desired, especially since the agent often ignores wider context such as holidays, promotions and so on.

New predictive segments

Another addition is a set of new predictive segments:

• High-Value Purchasers: defined by number of purchases or LTV. As with other predefined segments, you'll be able to choose the right percentile of users. The idea is to isolate your most valuable customers
• Disengaged Purchasers: defined by the number of days since the last purchase, which should let you isolate customers you may be able to win back.

I haven't seen these segments in any property yet. Predictive segments sound great in theory, but in practice I have mixed feelings about them, especially in the European market, where there's a strong emphasis on user privacy and users are very aware of it.

Google Tag Manager

Hard to believe, but the last GTM update happened in early August.

New built-in variables

The latest update brings three new built-in variables that will certainly be useful for advanced analytics and for building more complex events based on user history.

They are:

• Client Id
• Session Id
• Session Number

Of course, we could access these values before, but now we don't need custom templates or JavaScript code. We can use a ready-made variable, which is the officially supported method.

You'll find the variables in the built-in variables configuration, under Utilities

That's it for December. Nothing groundbreaking happened in Looker Studio.