Welcome to Part I of Edition No. 58 of my weekly newsletter, providing practical analysis in the world of digital content strategy.
Contents
Tip: What are GA4 Audiences?
Analysis: Leveraging the 6 New Dimensions/Metrics
Tip: What are GA4 Audiences?
What are GA4 audiences?
They’re a way to segment your audience based on certain characteristics or behaviors.
What are the benefits?
Instead of having to create report details from scratch every time you access GA4, you can select one of your already-created audiences and analyze them in a snap.
You can also connect your GA4 audiences to Google Ads and run campaigns that target that particular group.
What’s the GA4 audience limit?
You can create up to 100 custom audiences per property. “All users” and “purchasers” are included by default. The former is exactly what it sounds like – all your users with no filtering – and the latter will remain blank until you define for GA4 what a “purchaser” is.
When should you create a new audience?
You should create an audience for a group of users that’s important to your business/publication, and that you intend to analyze on a regular basis. So if your business only serves users in the U.S. and Canada, you could create an audience that ONLY includes those two countries.
Or if you could group users who signed up for your newsletter in the last 30 days into an audience, which could help understand the kind of user that’s likely to subscribe.
Metrics and dimensions are two of the ways you can define audiences. It can be as simple as “users who came from Google / Organic in the last 30 days” to something more complicated, like, “Google Chrome users who accessed the site from California and had at least 5 views in the last 7 days.”
What are metrics?
Metrics are just about anything that can be measured by numbers.
Think (page) views, sessions, conversions, average session duration.
What are dimensions?
Dimensions are more like descriptors, and usually formatted in words and letters (though numerals could be included).
Think City, Gender, Device, Click text.
Analysis: Leveraging the 6 New Dimensions/Metrics
Now that we have more context on what an audience is, its benefits, and how you can create one, let’s take a closer look at the six new dimensions and metrics announced by GA4, and how they can help you.
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