Google Analytics 4 audiences can now be used with third-party segments in Ad Manager.
By accepting a third-party segment (cookies matching the demographics of your visitors bought via a third-party data provider), marketers can target line items to it, perform reports and run forecasts.
Meanwhile, audiences can also be used as-is for targeting or, marketers can combine this data with other audiences to perform analyses.
Why we care. This additional data provides valuable insights to marketers about their customer-base and how effective their campaigns are at reaching them.
It’s vital that advertisers understand their customers the best they can so that they can make data-driven decisions to not just target the right people, but to ensure that the content they create will engage them – which is likely result in higher conversions and ROI.
How it works. To access GA4 audiences in Ad Manager you need to follow these simple steps:
Link your Analytics property to Google Ad Manager.
Activate Google signals.
Enable Ads personalization in the link settings.
GA4 audience should then automatically be exported to Ad Manager.
Deep dive. Read Google’s ‘Sharing Audiences in Google Analytics‘ guide for more information.
The post GA4 audiences can now be used with third-party segments in Ad Manager appeared first on Search Engine Land.
