Looking at Google Analytics 4 (GA4), it does have a lot of interesting features, some of which you could already find in Universal Analytics, but improved. One of these features includes something called Audiences, which tends to be used for just ads. An Audience is a group of users that can be created based on their behavior or characteristics, such as a group o fusers who have visited your website in the past 30 days, or users who have made a purchase from your store.
Audiences can be used to report on a number of things, including:
- How many users in your audience have taken a certain action, such as signing up for your email list or making a purchase.
- How often users in your audience return to your website or app.
- Which marketing channels are driving traffic to your website or app from your audience.
In this episode of Whiteboard Friday, Dana shows you how Audiences can also be used for reporting on other areas of your marketing efforts.