Google Analytics 4 audiences can now be easily created and applied directly within Google Ads.
Marketers now have the capability to build Analytics audiences, including predictive audiences, using the Audience Manager feature and during the campaign creation process
Why we care. This new capability helps marketers understand their audience better through 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 instance, you might create an audience named ‘likely 7-day purchasers’ consisting of users predicted to make a purchase in the next 7 days.
New dimensions. Google announced that it is also rolling out additional dimensions across GA4. Dimensions are descriptive texts that help explain your data, such as audience names, user locations, and transaction IDs. The new dimensions are being added to the following GA4 features:
Audience builder.
Segment builder.
Custom reports builder.
Data API.
Google has stated that the additional dimensions will enable you to “measure and activate using both pre-defined and custom item-scoped dimensions.”
What are pre-defined dimensions? Pre-defined dimensions are dimensions that are already available for use, such as “age”, “country” and “browser”, and usually don’t 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’re useful when the data you want to analyze isn’t available through the predefined dimensions and metrics, for example, “item-scoped custom dimensions”.
Additional custom dimension on GA4. Google announced that it is also adding item-scoped custom dimensions to GA4’s:
Audience builder.
Segment builder.
Custom reports builder.
Data API.
An item-scoped dimension is a descriptive text specifically about a product or service sold on your online store.
The following predefined item-scoped dimensions have been added to the segment builder on 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 5
Item promotion name
Item promotion creative slot
Item promotion creative name
Item list ID
Item list name
Item list position
Item location ID
The following predefined item-scoped dimension have been added to the audience builder on GA4:
Item list ID
Item list position
Item location ID
Item promotion creative name
Item promotion creative slot
Item promotion name
Deep dive. Read Search Engine Land’s complete GA4 guide for more information on creating audiences and general best practice advice.
