GA4 utilises data modelling to fill in gaps in reporting when website visitors decline to share data or are blocked by privacy regulations, ensuring Australian businesses still receive reasonably accurate insights in 2026.

Currently, GA4 employs two primary modelling techniques: Behavioural Modelling and Conversions Modelling. Behavioural Modelling estimates missing data points – like demographics or interests – based on the observed behaviour of users who *have* consented to data sharing. Conversions Modelling, recently enhanced with privacy-preserving technologies, estimates conversions that can’t be directly attributed due to data limitations. This is particularly relevant in Australia with increasing adoption of privacy-focused browsers and ad blockers.

The accuracy of these models improves over time as GA4 gathers more data. As of December 2025, Google is preparing to introduce more granular modelling controls in early 2027, allowing businesses to adjust modelling parameters based on their specific industry and data characteristics. Understanding that GA4 isn’t reporting 100% observed data, but rather a modelled estimate, is crucial for accurate interpretation of analytics in the Australian market.