le Analytics 4 Audience Builder gets a new look //
Google Analytics 4 (GA4) made major improvements to the Audience Builder. The audience builder has been enhanced with new dimensions and metrics.
Here’s what’s new.
The Audience Builder now supports new dimensions and metrics. The GA4 audience building tool now allows for the creation of audiences using new metrics and dimensions. New dimensions and metrics have been introduced to the audience builder.
Item-Scoped Measurements
- Item ID
- Item affiliation
- Brand name
- Category of Item
- Item Category 2
- Article category 3
- Item Category 4
- Name of the item list
- Item name
- Promotion ID for Item
- The item variant
Metrics for Item-Scoped Online Sales
- The item revenue
- Cart added
- Check out the items
- Purchases
- List of items viewed
Ecommerce Metrics that are Event-Scoped
- Item-list click events
Session-Based Metrics
- Low Engagement Sessions
Low engagement sessions can help you identify users who are not engaged with a site or app. It allows, for example, the creation of a segment of audience consisting of users who have had more than three sessions of low engagement in the last five days.
You can target these users with ads that encourage them to return.
Independent use of event value Event values can be used without being associated with an specific event.
In older versions, the parameter event value was used only to modify specific events. For example, it could be used to locate users who have completed “event” X where the value of the event exceeded 50.
For example, you could create an audience that includes users with any event above 50.
Expanded operators for event count. Updated operators for creating audiences based on event count. The update adds all operators, including greater than (>), lower than (<), equals to (=), and more.
Included are:
- (>=)
- (<=)
- (!=)
The operators “at any time” and “most recently” are also available.
Matching between dates. Dates now have a new option for “between match types”.
This feature can be used, for example to build an audience of website visitors who visited during Black Friday, and then target them with ads leading up to Black Friday in the next year. The range selected, for example November 24 to 26 would include all three dates.
Why we care. This new set of metrics and dimensions, the ability to manipulate event value and count more effectively, and to match dates, can all help to create more effective and targeted advertising. You can create more relevant and nuanced audience segments by being able to identify users who have low engagement or match event value across different events.
What is new in GA4? The updates were announced on the Google Analytics Help page. You can find it here .
The post Google Analytics audience builder gets an update first appeared on Search Engine Land.