Google Analytics 4 audiences can now be easily created and applied to Google Ads.
Marketers now have the ability to create Analytics audiences, including predictive audiences, through the Audience Manager feature and during the campaign creation process.
Why we care This new capability helps marketers better understand their audience using Google Ads. It allows them to make smarter decisions, tailor their efforts to connect with their audience, and optimize their strategies for better performance.
What is a predictive audience? A predictive audience is a group defined by at least one condition related to a predictive metric. For example, you can create an audience called “7-day likely buyers” made up of users who are expected to make a purchase in the next 7 days.
New dimensions. Google announced that it is also rolling out additional dimensions in GA4. Dimensions are descriptive text that helps explain your data, such as audience names, user locations, and transaction IDs. New dimensions are being added to the following GA4 features:
Audience builder. Segment creator. Custom report builder. Data API
Google has stated that the additional dimensions will allow you to “measure and engage with predefined and custom element reach dimensions.”
What are the default dimensions? Predefined dimensions are dimensions that are already available for use, such as “age,” “country,” and “browser,” and typically do not require additional code for data collection.
What are custom dimensions? Custom dimensions allow you to track and report on specific details about your users and their interactions with your website or app. They are useful when the data you want to analyze is not available through the predefined dimensions and metrics, for example “item scope custom dimensions”.
Additional custom dimension in GA4. Google announced that it is also adding custom element scope dimensions to GA4:
Audience builder. Segment creator. Custom report builder. Data API
An item scope dimension is descriptive text specifically about a product or service sold in your online store.
Added the following predefined element scope dimensions to the segment builder in GA4:
Item ID Item Name Item Brand Item Variant Item Affiliation Item Category Item Category Item Category 2 Item Category 3 Item Category 4 Item Category item 5 Item Promotion Name Item Promotion Creative Slot Item Promotion Creative Name Item List ID Item List Name Item Position item location ID list
Added the following predefined item scope dimension to the audience builder in GA4:
Item List ID Item List Position Item Location ID Item Promotion Creative Name Item Promotion Creative Slot Item Promotion Name article
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deep dive Read Search Engine Land’s full GA4 guide for more information on building audiences and general advice on best practices.
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