Google adds AI summaries, visual reporting, and benchmarking to Google Ads and Google Analytics

Google is adding AI-powered features to Google Ads and Google Analytics designed to simplify workflows and accelerate business decision-making. The updates include AI-generated summaries on homepages that highlight important performance shifts and data trends in real time, helping users quickly identify what matters and what actions to take.

Users can now generate visual reports using simple text prompts, with each report automatically producing a real-time summary that explains the underlying reasons for the data. This feature, called Dashboards in Google Ads (coming soon to Google Analytics), aims to make performance evaluation more intuitive by transforming raw data into clear visualizations with minimal effort.

A new benchmarking feature in Google Analytics allows users to compare their campaign performance against anonymized averages from similar businesses. This capability is intended to help marketers refine strategies by identifying areas for improvement relative to peers.

The updates are built with Google’s Gemini models and are currently available in beta for English-language accounts. They are part of a broader push to embed agentic AI experiences directly into marketing workflows, enabling users to uncover insights faster and act with greater confidence.

The new features include AI Overviews at the top of the Google Analytics homepage, which provide instant summaries of updates since the last login, such as seasonal sales peaks or traffic changes. Users can click into these summaries to analyze further using Ask Advisor, Google’s in-product AI agent.

Google Ads’ homepage has also been revamped to surface AI-powered insights cards personalized to individual businesses. Users can generate custom insights by entering prompts in a dedicated box, such as understanding competitor impact on impression share or identifying trends to improve campaigns.

The tools are intended to help marketers move from insight to action more quickly, reducing the time spent on data analysis and enabling faster strategic adjustments. According to a quote from Kevin Marshall, Paid Media Director at Gardyn, the speed of these tools allows teams to make performance-improving shifts sooner.