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An AI analyst for Google Analytics 4 that tells you what to do next

Most GA4 properties are full of data nobody has time to read. Connect yours with a read-only service account and Iris, Toby's data analyst, watches it for you: daily visits, key events and revenue, broken down by channel, with drops explained and the next move prepared.

Google Analytics 4Ready to use
Access
Read-only, through a Google service account with the Viewer role
Sync
Every 6 hours: the last 30 days, day by day and by channel
Setup
About 10 minutes (the same key also works for Search Console)
Agents
IrisTobyLeo

What Toby does with Google Analytics 4

Exactly what the connector does today. Reads happen right away; anything that changes, publishes or sends something waits for your approval.

The agents who use it

What you get, concretely

Examples on fictional businesses, in the app's exact format. Numbers are examples, not promises: yours come from your own data.

Data analyst

Example

Visits fell 27% this week: Paid Search stopped on the 14th

Why: GA4: 2,310 sessions in the last 7 days against 3,170 the week before. By channel, Paid Search went from 940 sessions to 85 since the 14th, while the other channels are stable. That looks like a paused campaign or a payment issue on the ad account, not a loss of demand.

Example estimate: restoring Paid Search brings back about 850 sessions and 20 bookings a week

First deliverable, ready to paste

Checks, in this order:
1. Google Ads → Billing: was a payment declined around the 14th?
2. Campaigns: is “Pottery classes · Denver” still active, with budget left?
3. Final URLs: does the landing page still load and keep the gclid parameter?
4. GA4 → Admin → Product links: is the Google Ads link still in place?
If the campaign is running and spending, tell me in chat: the tracking is then the next suspect.

Iris · Data analystEffort: Low

CMO

Example

Grow Email: it converts 2.6× better than your average

Why: GA4, last 30 days: Email brings 4% of sessions but converts 6.1% of them into bookings, against a site average of 2.3%. Your newsletter sign-up is only in the footer.

Example estimate: doubling email traffic is worth about +18 bookings a month

First deliverable, ready to paste

1. Sign-up box under each class page · Title: New dates first. Text: Classes fill up in a few days. Get the new dates one evening before everyone else. [Notify me]
2. Welcome email · Subject: Your first class, made easy. Body: the three beginner classes, what to wear, and the next free spots.
3. Rhythm: one email per new batch of dates, never more than two a month.

Toby · CMOEffort: Medium

SEO & GEO

Example

Organic visitors read but don't book: add a booking block to the guides

Why: GA4: Organic Search brings 41% of your sessions but only 12% of bookings. Most organic visits land on your blog guides (“how to start pottery”), which have no link to the class calendar.

Example estimate: lifting organic conversion from 0.7% to 1.2% means about +15 bookings a month

First deliverable, ready to paste

Block to insert after the second paragraph of each guide:
Try it with us · Beginner wheel class, 2 hours, all materials included, max 6 people. Next dates: [calendar]
And at the end: a short “Your first class” FAQ (what to wear, can I keep my piece, how long to fire it) linking to the booking page.

Leo · SEO & GEOEffort: Low
TobyDaily briefExample

The morning brief in #team

Tuesday · GA4 (yesterday) 412 sessions (+8% vs last Tuesday) · 11 bookings · 2.7% conversion Best channel: Email, 7 bookings from 38 sessions (Monday's newsletter) Watch: Paid Search back to normal after the billing fix Today: approve the sign-up box copy (in Recommendations)
Example for a fictional pottery studio. Real briefs only quote your synced figures.

Connect Google Analytics 4

About 10 minutes

A Google service account key (a JSON file) and your GA4 property ID. You create both yourself, no app review needed.

  1. 1

    In console.cloud.google.com, create a project and enable the Google Analytics Data API.

  2. 2

    Create a service account, then add a JSON key: a file downloads. Copy the service account's email address (it ends in iam.gserviceaccount.com).

  3. 3

    In GA4 → Admin → Property access management, add that email with the Viewer role.

  4. 4

    Copy your property ID (Admin → Property details: a number such as 123456789).

  5. 5

    In Toby, Integrations → Google Analytics 4 → Connect: paste the JSON and the property ID. The first sync starts right away.

Good to know

  • Read-only. Toby never changes your GA4 settings, events or audiences.

  • Synced data only. The connector reads daily totals and the channel breakdown for the last 30 days. It does not read page-level reports, custom explorations or audiences; for pages and queries, connect Search Console.

  • Key events must exist. If no key event is set up in GA4, conversions stay at zero. Iris can tell you which events to mark as key events.

  • Revenue. GA4 revenue is used only when your property tracks it and no better source is connected: Stripe and Shopify take priority.

  • Ad spend is not in GA4. Return on ad spend needs your ad platform figures; Meta and Google Ads account connections come after those platforms' app reviews.

Security and trustPricing

Frequently asked questions

Can Toby change my Google Analytics setup?

No. The service account only has the Viewer role and Toby only requests read access (analytics.readonly). It cannot create events, edit conversions or change any setting.

What does Toby read from GA4?

Every 6 hours, for the last 30 days: sessions, key events and revenue per day, and the same three metrics for each default channel group. Nothing else.

Why a service account rather than “Sign in with Google”?

A service account works without Google reviewing Toby's app, you create it in a few minutes, and you can revoke it anytime by removing its email from your property. The same key can also be used for Search Console.

Is it useful if my traffic is small?

Yes. Drop alerts need two full weeks of data, and the 7-day result checks need at least 14 days of figures, but even at a few hundred visits a week, the channel breakdown shows where your best visitors come from.

Does Toby replace a GA4 dashboard tool?

It is not a reporting tool. Iris reads a focused set of numbers and turns them into decisions: what dropped, what to scale, what worked. For deep custom reports, keep using GA4 or Looker Studio.

Can I connect several GA4 properties?

Each company in Toby has its own connections. If you manage several sites with different brands, create one company per site, each with its own property and Brand Brain.

Other integrations

Google Search ConsoleStripeShopifySlack & DiscordAll integrations

Use cases and guides

SaaSLocal businessesFounders without a marketerA 30-Day Marketing Plan for Small Teams (SaaS & E-commerce)

Connect GA4 and let Iris read your numbers for you

Create your account, paste your URL and get your growth audit, your Brand Brain and your first three recommendations, already prepared.

Start free trial

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