e Key GA4 Features Advertisers Must Use (& How) //

Google Analytics 4 (GA4) has revolutionized the world of web marketing and analytics. Advertisers can now get a deeper understanding of their website’s and app interactions with the help of advanced features and capabilities.

You can find a thorough walkthrough of GA4 here. But, in this article I want to explore three key features that are crucial for tracking and analysing customer behavior.

These features are unique to GA4 and I will explain why they are important for improving the performance of your marketing campaign. Also, I will provide step-by-step guidance as to how to implement them into your GA4 account.

Google Analytics 4 will help you unlock the potential of your web analytics.

#1 GA4 feature: Google Signals

Google Signals, an advanced Analytics feature, is able to bring cross-device reporting and remarketing capabilities up to the next level. Signals is seamlessly integrated with Google Analytics and provides a complete view of user interactions across all devices and sessions. This is a significant upgrade to Google’s advertising reporting platform.

Google can collect more information from users who visit your website if they activate Google Signals on their Analytics platform. This information may include the user’s location, search history and YouTube history. Data from other sites partners with Google can also be used to gather anonymized and aggregated insights into cross-device behavior.

Important to know that cross-device data is only available when the feature is activated in Google Analytics 4 (GA4). It is not retroactively applicable.

How to enable Google Signals

These steps will enable Google Signals:

Imagine yourself standing on top of a cliff and looking out at the vast landscape. With your naked eyes, you can only see a fraction of the activity in the area. A pair of binoculars will allow you to see far more of the area and give you a clearer view. Google Signals, which allows you to track the interactions of your audience across multiple platforms and devices, not just your website, is similar.

This information will allow you to make data-driven decisions that optimize your advertising efforts and target users with targeted messages. You can also track the performance of your campaigns.

How to add demographic filters to GA4

GA4 gives you the option to create an audience by using the “Suggested Audience”. This section provides a template that you can use as a starting point. If Google Signals has been enabled and the data in the date range you specify meets the minimum requirements, then you can refine your targeting by adding demographic filters. This will enable audience targeting to be more precise.

The screenshot above shows that if you choose one of the templates (e.g. “Recently Active Users”), you have the option to add a condition.

You will find user-scoped demographic data that you can add to the audience filter. This option can only be used if Google Signals has been turned on.

How to use GA4 predictive audiences

GA4 has a significant advantage over Universal Analytics, (UA), which is replacing by including predictive audiences. You can generate a predictive audience list by including one of these predictive metrics in the audience definition.

You can create an audience of “Highly Probable Seven-Day Purchasers”, which includes users with a high probability of purchasing within the next seven days. This allows you to target users more likely to convert into buyers.

Google Signals allows you to increase your audience targeting. With Google Signals enabled, and enough data within the specified date range, you can use demographic filters to improve your audience targeting.

This allows you to define your target audience precisely, which results in a more effective marketing strategy. Google Signals allows you to gain a better understanding of your audience, and can create highly targeted, efficient advertisements.

GA4 #2: Linking Google Ads

You know how important it is to leverage data to inform your strategy and optimize campaigns . You can link Google Analytics and Google Ads to gain valuable PPC metrics like cost, clicks and impressions.

This integration provides you with new insights and also simplifies the process of setting conversion tracking for your Google Ads campaign . It allows you to import conversion events directly from Google Analytics.

This integration is easy and fast and can be done in just three steps. Let’s get started. Be sure to avoid the conversion tracking errors. ).

Here’s the video:


1. Start the integration process in the Admin panel

Click on the cog at the bottom of the platform to access the Google Analytics 4 Admin Panel. Navigate to the Property column and click on “Google Ads Linking” in the right panel. This will initiate the integration.


2. To link to the Google Ads accounts, select the appropriate account

Click on the blue “Choose Google Ads Accounts” link. This will open a slide out window that displays all Google Ads accounts for which you have administrative rights. You can then choose which accounts you wish to link.

The blue banner at the top reminds you that in order to link a GA Property to a Google Ads Account, you must have admin access and “edit” permissions to the GA property.


3. Configure your settings

This is the final step. You will be able to choose specific settings for your Google Analytics 4 or Google Ads link. There are two settings that default to being enabled, but you have the option of choosing which one best suits your business.

GA4 feature #3: User ID

GA4 User-ID tracking lets you assign an identifier to each user. This can be used to track their behavior across different devices and sessions. You can see their entire journey on your website and app. This gives you a better picture of your users’ behavior.

Tracking user behavior across multiple sessions and devices can be difficult in UA. This is because session stitching must be done client-side. This can be complicated and prone to error. GA4 removes the need to use session stitching and uses User-ID tracking. This reduces complexity of tracking user behaviour and improves accuracy.

GA4 also allows you to create user-based analytics. These metrics go beyond the traditional SEO metrics and include things like lifetime value that considers the user’s entire journey across all devices and sessions. This gives you a better understanding of your users and allows you to make better decisions about how you engage with them.

How to use Google Tag Manager to create User-ID in GA4

This YouTube tutorial can be used, or you can follow the steps below.

1. Google Tag Manager allows you to create a new GA4 Configuration Tag or edit an existing one.

2. Navigate to the GA4 Configuration Tag and click “Add Row.”

3. In the “Field name” text box type “user_id” then in the “Value text box” enter the User-ID value you have assigned to your users. (Could also be a dataLayer variable).

4. Save and publish the gTag Container

5. Verify the User-ID data are being sent correctly using the GA4 Real Time reports or the GA4 Debugg mode.

GA4’s user ID is crucial because it allows you track and identify one user across multiple devices and sessions. The user ID allows you to get a better and more accurate picture of your users’ behavior including their number of sessions, pages persession, conversions, and the number of sessions.

This is a simple example of how User-ID tracking can be implemented using GTM. Your implementation will vary depending on the app or website you use. For more information about how to implement User ID tracking in your particular scenario, you can consult the GA4 documentation.

GA4 features are now available!

Google Signals, Google Ads account link, and User ID provide advertisers with a better view of their website or app interactions. This allows them to track and analyze customer behavior more effectively and gives them a competitive edge in the market. Use them now to harness the power and potential of GA4 for your marketing goals.

The post 3 key GA4 features all advertisers should leverage (and how) was first published on WordStream.

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