Introducing behavioral modeling in path and funnel reports

Behavioral modeling data is now available in any exploration or report that includes paths and funnels in Google Analytics 4. More specifically, this includes the path exploration and funnel exploration, as well as the user purchase journey report and custom funnel reports.

When website visitors or app users decline Analytics cookies or equivalent app identifiers your reports are missing data about them. Behavioral modeling fills in the data gaps by modeling the behavior of users who decline analytics cookies based on the behavior of similar users who accept analytics cookies.

Learn more about behavioral modeling

Reminder: Google UA Historical Data to be Deleted in July 2024