Google has simplified the process for using imported user data to create audiences in Google Analytics 4 (GA4).
This eliminates the need for users to visit a website or app before joining designated audiences.
Google’s official announcement says:
“We’ve made it easier to use imported user data with audiences. Now, the data you upload, joined by User ID or Customer ID, can be used to qualify users for your GA4 audience immediately, without them having to visit your site or app first.”
Google illustrated the new capability with an example:
“Imagine you have a ‘Gold’ loyalty level audience. By uploading your loyalty level data, ‘Gold’ users will automatically be added to your GA4 audience without requiring any further activity from them.”
📢 We have made it easier to use imported user data with audiences. Now the data you upload, joined by User ID or Customer ID, can be used to qualify users #GA4 audience immediately, without them having to visit your site or app first.
For example, imagine you have a… pic.twitter.com/lM10T5x3sl
— Google Analytics (@googleanalytics) May 3, 2024
Audience creation optimization
Google is leveraging GA4’s user data import functionality, which allows you to add external data such as customer loyalty status, purchase histories, and lifetime values from CRM systems.
Prior to this change, uploaded user data informed analytics, but did not automatically qualify users for audiences.
The new process provides a more seamless way to build valuable audience segments using offline user insights.
A Google Analytics help document on user data import confirm:
“You can improve user segmentation and remarketing audiences by importing user metadata that you store outside of Analytics.”
requirements
Importing user data requires unique user IDs, client (web) IDs, and application instance (app) IDs to map user records. Google warns against uploading files “that contain duplicate keys.
The strict guidelines prohibit uploading “personally identifiable information with the import of user data.” User IDs must be encoded.
Once uploaded and processed, the imported data is instantly available for public grading without additional action. Subsequent uploads or data collection may overwrite the values.
Why SEJ cares
The change creates a bridge between an organization’s customer database and GA4’s audience strategy.
Previously, user data uploaded offline informed analytics, but did not directly create audiences. Audience creation depended on the behavior of the site or app that independently tracked imported attributes such as loyalty status.
This overcomes the limitation of using holistic customer information for GA4 audiences, creating an opportunity for audience-centric use cases.
how does it help
This GA4 update can simplify your audience marketing workflows in the following ways.
Audience list uploads and portability
You can now translate offline customer lists and CRM targeting to GA4 audience definitions, enabling audience portability between systems.
Dynamic audience update
You can overwrite imported values using periodic data uploads based on the latest offline ratings. This eliminates the need to update audiences based on complex scripts or manually manage lists.
Enrichment of the richest audience
Uploaded attributes provide an additional layer of demographic, interest, intent, and engagement indicators.
Audience definitions can be layered together with site and app behavior, allowing for richer targeting logic.
looking ahead
This update could make a difference for brands leveraging promotions, content experiences and messaging tailored to their offline customer stratification, such as loyalty tiers.
While the ability to upload user attributes offline exists, instantly aligning these attributes with GA4 audience definitions opens up new opportunities for richer audience segmentation, tailored marketing and customer experiences optimized
Featured image: Piotr Swat/Shutterstock
