Google Analytics 4 (GA4) has a lot of interesting features, some of which are improved versions of features that were already available in Universal Analytics. One such feature is Audiences. Audiences are groups of users that you can create based on their behavior or characteristics. For example, you could create an audience of users 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.