insight
insight
announcement
press
Author:
Carmen Spencer
The day has finally come. On 1 July 2023, Google Universal Analytics will be globally retired, making way for Google Analytics 4 (GA4).
The highly anticipated update comes with a stack of features that facilitate new pathways for advertisers to strengthen the performance of Google ads: AI-powered predictive insights, custom audiences, metrics and more.
We've unpacked the top ad tools the April Ford team is going giddy for (and so should you).
The day has finally come. On 1 July 2023, Google Universal Analytics will be globally retired, making way for Google Analytics 4 (GA4).
The highly anticipated update comes with a stack of features that facilitate new pathways for advertisers to strengthen the performance of Google ads: AI-powered predictive insights, custom audiences, metrics and more.
We've unpacked the top ad tools the April Ford team is going giddy for (and so should you).
Collecting user data through cookies and sessions is so 2022. GA4's new event-based model is focused on user interactions.
This user-centric view provides more flexibility to track users across multiple devices, platforms and sessions. With it, advertisers can dig deeper into the customer lifecycle to optimise ads for performance.
It enables businesses to gain a birds-eye view of one user across multiple visits to their site. Times this by the thousands that hit your site daily, and you've got a complete view of your audience.
What does this mean for Google ads? Further insight into how users engage with ads across different devices. Data-driven ad placements. Enhanced targeting and personalisation. Improved audience segmentation. In short, GA4 enables more impactful ad performance leading to long-term business growth.
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Sign-ups, downloads, purchases and more - conversions are your website's most important user action. Understanding the path to conversion helps brands determine when Google ads are performing or where they are falling short.
Until now, conversion metrics provided a fragmented view of the customer journey, requiring analysis to connect the dots. With GA4's new custom metrics, advertisers can track specific actions related to a Google ads goal to see the complete conversion journey.
For example, the number of customers that clicked on the buy now button (conversion event), how many of those customers checked out as a guest, and the value of their purchases can be tracked alongside one another.
These metrics allow advertisers to sharpen the focus of Google Ads campaigns and make your budget work harder. It focuses on the metrics that matter to target the right audience with the right messaging when they are most likely to engage.
Turning a profit from targeted ads comes down to how you handle the data. Lower the cost per click, increase the return on ad spend. Building a scalable, performance marketing strategy is the only way to get ahead of the competition and boost your bottom line.
Anyone who has visited your website falls into an audience based on user behaviour. Advertisers use these audiences to optimise Google ads to reach marketing goals. What's exciting about GA4 is the new methods of user measurement for audience building. Here are two paving the way for brands to generate a higher return.
Active Users audience
Total users? Boring. GA4 is all about Active Users. This new metric tracks every user who has recently actively engaged with your website, from page views to conversions.
Active Users understand your offering and have demonstrated intent. That's why they're a gold mine for Google ads remarketing campaigns.
Leveraging this audience for Google ads works in a brand's favour by bumping up the ad relevancy and quality score. The higher an ad's relevance to a target audience, the better the ad will rank in search results. The better position, the higher the click-through rate, the lower cost per click.
Performance marketing works by delivering optimised ads to the right audience – and Active Users is the ticket to watching conversion rates and ROAS go through the roof.
Purchaser audience
Let's say you are a gardening magazine. Your performance agency wants to launch a Google Display campaign targeting one-off purchasers with the goal of driving subscriptions. Until now, advertisers needed to set up several Google Analytics rules to build that custom audience. With GA4, a website can be setup to integrate seamlessly, making it a lot easier for business owners to access their important data.
The smoke and mirrors have finally dissipated from Google Analytics. The new version creates more transparency between the agency and brand, leading to greater partnerships for growth.
Imagine predicting your audience's future behaviour and serving an ad at the moment they're ready to purchase. With GA4, you can.
Using AI-powered predictive insights, advertisers can uncover valuable trends and patterns in user behaviour to build custom audiences.
Those likely to purchase within the next seven days can now be captured and served a highly personalised ad - without even touching add to cart. The audience likely to churn (not return to the website) can now be reengaged with targeted ads built around a brand's best-performing content. The options are endless.
GA4's enhanced machine learning fills in the audience gaps so advertisers can create and measure performance marketing campaigns that instil customer confidence. With it comes highly scalable ad strategies geared towards sustainable business growth.
Google Analytics 4 has unlocked a new level for Google ads personalisation. With the right performance agency at the tools, GA4 enables brands to demonstrate intimate audience knowledge, propelling growth and profits at scale.
Collecting user data through cookies and sessions is so 2022. GA4's new event-based model is focused on user interactions.
This user-centric view provides more flexibility to track users across multiple devices, platforms and sessions. With it, advertisers can dig deeper into the customer lifecycle to optimise ads for performance.
It enables businesses to gain a birds-eye view of one user across multiple visits to their site. Times this by the thousands that hit your site daily, and you've got a complete view of your audience.
What does this mean for Google ads? Further insight into how users engage with ads across different devices. Data-driven ad placements. Enhanced targeting and personalisation. Improved audience segmentation. In short, GA4 enables more impactful ad performance leading to long-term business growth.
Sign-ups, downloads, purchases and more - conversions are your website's most important user action. Understanding the path to conversion helps brands determine when Google ads are performing or where they are falling short.
Until now, conversion metrics provided a fragmented view of the customer journey, requiring analysis to connect the dots. With GA4's new custom metrics, advertisers can track specific actions related to a Google ads goal to see the complete conversion journey.
For example, the number of customers that clicked on the buy now button (conversion event), how many of those customers checked out as a guest, and the value of their purchases can be tracked alongside one another.
These metrics allow advertisers to sharpen the focus of Google Ads campaigns and make your budget work harder. It focuses on the metrics that matter to target the right audience with the right messaging when they are most likely to engage.
Turning a profit from targeted ads comes down to how you handle the data. Lower the cost per click, increase the return on ad spend. Building a scalable, performance marketing strategy is the only way to get ahead of the competition and boost your bottom line.
Anyone who has visited your website falls into an audience based on user behaviour. Advertisers use these audiences to optimise Google ads to reach marketing goals. What's exciting about GA4 is the new methods of user measurement for audience building. Here are two paving the way for brands to generate a higher return.
Active Users audience
Total users? Boring. GA4 is all about Active Users. This new metric tracks every user who has recently actively engaged with your website, from page views to conversions.
Active Users understand your offering and have demonstrated intent. That's why they're a gold mine for Google ads remarketing campaigns.
Leveraging this audience for Google ads works in a brand's favour by bumping up the ad relevancy and quality score. The higher an ad's relevance to a target audience, the better the ad will rank in search results. The better position, the higher the click-through rate, the lower cost per click.
Performance marketing works by delivering optimised ads to the right audience – and Active Users is the ticket to watching conversion rates and ROAS go through the roof.
Purchaser audience
Let's say you are a gardening magazine. Your performance agency wants to launch a Google Display campaign targeting one-off purchasers with the goal of driving subscriptions. Until now, advertisers needed to set up several Google Analytics rules to build that custom audience. With GA4, a website can be setup to integrate seamlessly, making it a lot easier for business owners to access their important data.
The smoke and mirrors have finally dissipated from Google Analytics. The new version creates more transparency between the agency and brand, leading to greater partnerships for growth.
Imagine predicting your audience's future behaviour and serving an ad at the moment they're ready to purchase. With GA4, you can.
Using AI-powered predictive insights, advertisers can uncover valuable trends and patterns in user behaviour to build custom audiences.
Those likely to purchase within the next seven days can now be captured and served a highly personalised ad - without even touching add to cart. The audience likely to churn (not return to the website) can now be reengaged with targeted ads built around a brand's best-performing content. The options are endless.
GA4's enhanced machine learning fills in the audience gaps so advertisers can create and measure performance marketing campaigns that instil customer confidence. With it comes highly scalable ad strategies geared towards sustainable business growth.
Google Analytics 4 has unlocked a new level for Google ads personalisation. With the right performance agency at the tools, GA4 enables brands to demonstrate intimate audience knowledge, propelling growth and profits at scale.
Collecting user data through cookies and sessions is so 2022. GA4's new event-based model is focused on user interactions.
This user-centric view provides more flexibility to track users across multiple devices, platforms and sessions. With it, advertisers can dig deeper into the customer lifecycle to optimise ads for performance.
It enables businesses to gain a birds-eye view of one user across multiple visits to their site. Times this by the thousands that hit your site daily, and you've got a complete view of your audience.
What does this mean for Google ads? Further insight into how users engage with ads across different devices. Data-driven ad placements. Enhanced targeting and personalisation. Improved audience segmentation. In short, GA4 enables more impactful ad performance leading to long-term business growth.
Sign-ups, downloads, purchases and more - conversions are your website's most important user action. Understanding the path to conversion helps brands determine when Google ads are performing or where they are falling short.
Until now, conversion metrics provided a fragmented view of the customer journey, requiring analysis to connect the dots. With GA4's new custom metrics, advertisers can track specific actions related to a Google ads goal to see the complete conversion journey.
For example, the number of customers that clicked on the buy now button (conversion event), how many of those customers checked out as a guest, and the value of their purchases can be tracked alongside one another.
These metrics allow advertisers to sharpen the focus of Google Ads campaigns and make your budget work harder. It focuses on the metrics that matter to target the right audience with the right messaging when they are most likely to engage.
Turning a profit from targeted ads comes down to how you handle the data. Lower the cost per click, increase the return on ad spend. Building a scalable, performance marketing strategy is the only way to get ahead of the competition and boost your bottom line.
Anyone who has visited your website falls into an audience based on user behaviour. Advertisers use these audiences to optimise Google ads to reach marketing goals. What's exciting about GA4 is the new methods of user measurement for audience building. Here are two paving the way for brands to generate a higher return.
Active Users audience
Total users? Boring. GA4 is all about Active Users. This new metric tracks every user who has recently actively engaged with your website, from page views to conversions.
Active Users understand your offering and have demonstrated intent. That's why they're a gold mine for Google ads remarketing campaigns.
Leveraging this audience for Google ads works in a brand's favour by bumping up the ad relevancy and quality score. The higher an ad's relevance to a target audience, the better the ad will rank in search results. The better position, the higher the click-through rate, the lower cost per click.
Performance marketing works by delivering optimised ads to the right audience – and Active Users is the ticket to watching conversion rates and ROAS go through the roof.
Purchaser audience
Let's say you are a gardening magazine. Your performance agency wants to launch a Google Display campaign targeting one-off purchasers with the goal of driving subscriptions. Until now, advertisers needed to set up several Google Analytics rules to build that custom audience. With GA4, a website can be setup to integrate seamlessly, making it a lot easier for business owners to access their important data.
The smoke and mirrors have finally dissipated from Google Analytics. The new version creates more transparency between the agency and brand, leading to greater partnerships for growth.
Imagine predicting your audience's future behaviour and serving an ad at the moment they're ready to purchase. With GA4, you can.
Using AI-powered predictive insights, advertisers can uncover valuable trends and patterns in user behaviour to build custom audiences.
Those likely to purchase within the next seven days can now be captured and served a highly personalised ad - without even touching add to cart. The audience likely to churn (not return to the website) can now be reengaged with targeted ads built around a brand's best-performing content. The options are endless.
GA4's enhanced machine learning fills in the audience gaps so advertisers can create and measure performance marketing campaigns that instil customer confidence. With it comes highly scalable ad strategies geared towards sustainable business growth.
Google Analytics 4 has unlocked a new level for Google ads personalisation. With the right performance agency at the tools, GA4 enables brands to demonstrate intimate audience knowledge, propelling growth and profits at scale.
