GA4 utilises data modelling to fill in gaps in reporting when website visitors decline to share data or are impacted by privacy restrictions, ensuring Australian businesses still receive reasonably accurate insights in 2026.
Currently, data modelling in GA4 works by leveraging Google’s machine learning to estimate missing data points. This is particularly important given increasing privacy regulations and the shift away from third-party cookies. The modelling applies aggregated and anonymised data from other websites and apps to predict user behaviour. As of December 2025, this modelling is standard across all GA4 properties, including those serving Australian audiences. Google states that modelling is applied when more than 5% of users are missing data, and the thresholds are dynamically adjusted.
In 2027, Google plans to introduce more granular control over data modelling, allowing businesses to adjust the sensitivity of the modelling based on their specific needs. Understanding that GA4 relies on these estimations is crucial for accurate interpretation of reports, particularly for businesses heavily reliant on detailed user-level data in Australia.
