The Google Analytics 4 audience builder has undergone several enhancements to provide users with enhanced flexibility and control in audience creation. These updates include the introduction of new dimensions and metrics, improved options for managing event value and event count, and the addition of a matching option between two dates.
Enhancements to the audience builder include the availability of new dimensions and metrics, which were previously lacking in comparison to the Universal Analytics audience builder. The following dimensions and metrics are now available in the audience builder:
Item category 2
Item category 3
Item category 4
Item list name
Item promotion ID
Items added to cart
Items checked out
Items viewed in list
Item-list click events
Low engagement sessions
A newly introduced metric, called “low engagement sessions,” can be utilized to identify users who displayed a lack of engagement with your website or app. This metric allows you to build an audience consisting of users who have had more than three low engagement sessions within the past five days. Once this audience is identified, you can employ targeted advertising strategies to encourage these users to revisit your platform. For instance, retailers may create ad copy emphasizing an upcoming sale or event to entice them.
Previously, the modification of a specific event using the event value parameter was limited. For instance, you could only identify users who completed “event X” with an event value exceeding 50.
Now, the event value parameter can be used independently without being restricted to a particular event. This means that you can create an audience of users who have any event with a value greater than 50.
Google have also expanded the range of operators that can be utilized to build audiences using the event count metric. In the past, the available options were limited to greater than (>), less than (<), and equals to (=), and only when the “most recent time period” was selected.
Now, Google have introduced the complete set of operators, including greater than or equal to (>=), less than or equal to (<=), and not equal to (!=). These operators are now available for selection when choosing either “at any point in time” or “the most recent time period.”
Greater than or equal to (>=)
Less than or equal to (<=)
Not equal to (!=)
A new “between match types” option has been introduced for dates. This enables you to create an audience consisting of users who visited your website within a specific timeframe, such as Black Friday, and target them with advertisements in the lead-up to the following year’s Black Friday. The start date and end date are both inclusive in this match, meaning that a range from May 24th to May 26th would include all three days (24th, 25th, and 26th).
A new feature is available that allows you to generate customized funnel reports, giving you the ability to track user actions as they navigate through different steps to accomplish a task, and assess how many users abandon the process at each step. This enhancement provides the flexibility to create tailored funnels that cater to your specific business needs, and the results can be found in Reports. For further details, learn more here.
Moreover, Google Analytics has introduced a User Purchase Journey report, which shows the number of users who drop out at each stage of the purchase funnel, from the beginning of a new session to the final purchase. Learn more
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