Google Analytics 4 (GA4) has introduced exciting updates

Google Analytics 4 (GA4) has introduced exciting updates

Google Analytics 4 (GA4) has introduced exciting updates to its audience builder, enhancing its capabilities. The latest enhancements include new dimensions and metrics, improved options for manipulating event value and event count, as well as a new feature for matching dates.

Let's take a closer look at what's new:

  1. New Dimensions and Metrics in the Audience Builder:
  2. The GA4 audience builder now allows the creation of audiences using new dimensions and metrics. The following dimensions and metrics have been newly introduced:
  • Item-Scoped Dimensions:
  • Item ID
  • Item affiliation
  • Item brand
  • Item category
  • Item category 2
  • Item category 3
  • Item category 4
  • Item list name
  • Item name
  • Item promotion ID
  • Item variant
  • Item-Scoped Ecommerce Metrics:
  • Item revenue
  • Items added to cart
  • Items checked out
  • Items purchased
  • Items viewed in list
  • Event-Scoped Ecommerce Metrics:
  • Item-list click events
  • Session-Based Metrics:
  • Low engagement sessions
  1. Independent Use of Event Value:
  2. Now, event value can be utilized independently without being associated with a specific event. In previous versions, the event value parameter was only used to modify specific events, such as locating users who completed "event X" with an event value exceeding 50. With the update, you can create an audience of users who have any event with a value above 50.
  3. Expanded Operators for Event Count:
  4. The update expands the operators available when creating audiences based on the event count metric. Previously, only greater than (>), less than (<), and equals to (=) were available, and only when selecting "the most recent time period." However, the update introduces a complete set of operators, including greater than or equal to (>=), less than or equal to (<=), and not equal to (!=). These operators are applicable when choosing "at any point in time" and "most recent time period."
  5. Matching Between Dates:
  6. A new "between match types" option has been introduced for dates. This feature enables the creation of audiences based on users who visited a website during a specific date range. For instance, you can build an audience of users who visited your website during Black Friday and then target them with ads leading up to the following year's Black Friday. The selected range, such as November 24 to November 26, would include all three days.

Why is this important?

These updates provide valuable enhancements to the audience builder in Google Analytics 4. The inclusion of new dimensions and metrics, improved manipulation of event value and event count, and the ability to match dates allows for more precise and effective advertising. By identifying users with low engagement sessions or matching event value across different events, you can create more targeted and relevant audience segments, leading to better marketing outcomes.

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