Google Analytics 4 (GA4) has a new audience builder that offers a number of enhancements over the previous version. These enhancements make it easier to create and manage audiences, and to use them to target your marketing campaigns.
What’s New in the Enhanced Audience Builder
The enhanced audience builder in GA4 includes the following new features:
- New dimensions and metrics: The enhanced audience builder now includes a number of new dimensions and metrics that you can use to create your audiences. These include dimensions such as event value and event count, and metrics such as low engagement sessions.
- More robust manipulation of event value and event count: The enhanced audience builder now allows you to more robustly manipulate event value and event count. This means that you can create more nuanced and relevant audience segments.
- Matching between dates: The enhanced audience builder now allows you to match between dates. This means that you can create audiences that are based on a user’s activity over a specific period of time.
How to Use the Enhanced Audience Builder
To use the enhanced audience builder, you first need to create a new audience. You can do this by clicking on the Audiences tab in the GA4 interface. Then, click on the Create Audience button.
Once you’ve created a new audience, you need to add conditions to it. Conditions are the criteria that you use to define the audience. You can add conditions based on dimensions, metrics, and events.
For example, you could create an audience of users who have visited your website more than three times in the past week. To do this, you would add a condition that says Session count is greater than 3 and Session start date is within the past 7 days.
Once you’ve added conditions to your audience, you can save it. You can then use the audience to target your marketing campaigns.
Benefits of Using the Enhanced Audience Builder
There are a number of benefits to using the enhanced audience builder in GA4. These benefits include:
- More accurate targeting: The enhanced audience builder allows you to create more accurate audiences. This is because you can use a wider range of criteria to define your audiences.
- More effective campaigns: More accurate targeting leads to more effective campaigns. This is because you’re only targeting people who are likely to be interested in your products or services.
- More efficient use of resources: The enhanced audience builder can help you to use your marketing resources more efficiently. This is because you’re only targeting people who are likely to convert.
Conclusion
The enhanced audience builder in GA4 is a powerful tool that can help you to create more accurate, effective, and efficient marketing campaigns. If you’re not already using it, I encourage you to give it a try.
Bonus Tips:
- When creating audiences, it’s important to use a variety of criteria. This will help you to create more accurate and relevant audiences.
- You can use the enhanced audience builder to target your marketing campaigns across a variety of channels. This includes Google Ads, Google Display Network, and YouTube.
- The enhanced audience builder is constantly being updated with new features and capabilities. Be sure to check back regularly to see what’s new.
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