Dana DiTomaso, founder of Kick Point Playbook, recently shared insights on leveraging Google Analytics 4 (GA4) and artificial intelligence to improve content strategy and data analysis. Speaking at CMI’s Content and Marketing Trends for 2025 event, DiTomaso emphasized the importance of working with imperfect data while focusing on meaningful trends rather than exact numbers.
The marketing expert highlighted that while current analytics data may be inherently inaccurate due to factors like ad blockers, marketers can still extract valuable insights by examining directional trends. She recommended using GA4’s path exploration feature to understand user journeys and identify potential content gaps.
DiTomaso introduced a practical approach to using AI tools, particularly Claude, for content analysis. The method involves feeding the AI system with page content and search query data from Google Search Console to identify content opportunities and gaps in coverage. This analysis helps determine which topics deserve additional content development.
The presentation also covered the importance of understanding page purposes and matching search intent. DiTomaso advised marketers to evaluate whether pages fulfill their intended functions rather than applying the same conversion metrics to all content indiscriminately.
For measuring engagement, DiTomaso recommended moving beyond traditional metrics like bounce rate to focus on GA4’s engagement rate, which considers factors such as active tab time, page visits, and key events. She also suggested implementing content consumption tracking for both text and video content to better understand audience preferences.
To maximize GA4’s potential, DiTomaso recommended tracking specific metrics like image views and scroll depths, using audience segmentation, and setting up custom insights for proactive monitoring. She emphasized the value of connecting GA4 data with CRM information to evaluate content performance in terms of actual sales value.
The expert stressed that AI can help analyze this combined data to identify successful content patterns and predict which new content might generate high-value sales. This approach enables marketers to prioritize content creation efforts based on potential business impact rather than just traffic metrics.