No matter which stage of Google Analytics 4 implementation you’re currently involved in, the opportunities to integrate with other products shouldn’t be overlooked. The best part is that the basic versions are free for everyone, so there are quick wins to be had if you aren’t using these yet.
Other features and reporting experiences aside, an edge that Google Analytics has over other analytics platforms is that it fits well with the Google Marketing Platform (GMP). If you’re using Google Ads, Search Ads 360, DV360, or other media tools in the suite, GA can be a hub, as well as a source in the media activation process.
GA integrations as a hub
The paid media platforms in GMP have advanced, automated reporting. These platforms are powerful tools to analyze the beginning of the user journey by drawing people to the site and to the end of the experience by converting.
What about the middle? A solid Google Analytics implementation offers multi-step conversions, custom user behavior data and rich segment data to build and share audiences.
GA integrations as sources for insights
Google Analytics 4 isn’t just about analyzing data, it’s about acting on it. For example, the Audience feature leverages your analytics implementation — you can use the data to segment users and create audiences for remarketing, targeting, A/B testing, and personalization.
Through settings in GA, you can also link other products and share audience and conversion data.
Below are the integrations currently...
Read Full Story: https://martech.org/using-google-analytics-4-integrations-for-insights-and-media-activations/
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