Enhance Measurement and Performance with 8 Exciting New GA4 Features

Google Analytics 4 introduces eight new features to enhance app campaign measurement and performance.

The additional AI-powered insights aim to provide marketers with a better understanding of user behavior across both web and app platforms in one place.

Why is this important? Having insights into your target audience allows you to optimize campaigns effectively and create engaging content. By connecting well with your target audience, you can improve conversions and achieve a higher return on investment (ROI).

What are the new features?

Google has developed new tools in GA4 to provide marketers with improved audience insights. Here are the eight new features currently available:

• New unnotified users suggested audience: Allows brands to engage with existing app users who haven’t received push notifications yet.
• Seamlessly re-use app and web audiences: Ensures relevant app users are targeted for app campaigns.
• Access GA4 Audience Builder in Google Ads: Simplifies the process of building and managing campaigns by allowing audiences to be built directly in GA4.
• Additional performance uplift: Automatically optimizes App campaign performance. Activate Google signals in the linked GA4 property to get started.
• Comprehensive web-to-app conversion measurement: Enables better iOS app conversion measurement for web campaigns that deep link users into an app.
• Integrations with SKAdNetwork: Configures the SKAdNetwork conversion value schema for improved in-app event measurement and optimization.
• On-device conversion measurement: Provides additional support for user sign-ins without disclosing personal information to external parties.
• Geo-based conversion lift measurement: Allows marketers to run controlled experiments for accurate understanding of the effects of iOS App campaigns.

For more information about these features, refer to Google’s announcement.

According to Google, businesses using GA4 have seen significant performance success, especially on iOS. For example, Revolut, a UK-based banking technology company, scaled its iOS campaigns in top markets and achieved a 12.5% increase in additional first-opens and an 11.2% decrease in CPI after implementing Google Analytics 4 events.

Take advantage of Google Analytics 4’s full suite of app campaign measurement and performance features to drive business growth.

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