Google Analytics 4 audiences can now be used with third-party segments in Ad Manager
With the latest update, marketers can now utilize third-party segments in Ad Manager alongside Google Analytics 4 audiences. By accepting a third-party segment, which includes cookies matching the demographics of your visitors acquired via a third-party data provider, marketers can target line items, generate reports, and run forecasts.
Furthermore, audiences can also be used as-is for targeting purposes, or marketers have the option to combine this data with other audiences to perform detailed analyses.
It’s crucial for advertisers to gain comprehensive understanding of their customers in order to make data-driven decisions. This data provides valuable insights about their customer base and helps determine the effectiveness of their campaigns in reaching the right audience. The ultimate goal is to create engaging content that leads to higher conversions and ROI.
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How to Access GA4 Audiences in Ad Manager
- 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.
If you require more information, you can refer to Google’s Sharing Audiences in Google Analytics guide.
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