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Google has announced the availability of an enhanced integration feature that enables users to seamlessly connect Salesforce Marketing Cloud with a Google Analytics 4 property directly from the Marketing Cloud interface. If users were previously utilising the Universal Analytics 360 integration within Salesforce Marketing Cloud, they now have the opportunity to transition to the GA4 integration.
This integration marks a significant advancement as it is now accessible for both GA4 standard and 360 properties. Presently, this enhanced functionality is operational within the Marketing Cloud platform for individuals who were previously engaged with the integration using Universal Analytics 360.
The Google Analytics 4 integration allows users to synchronise audiences generated in Analytics with Marketing Cloud. This synchronisation allows for the utilisation of these audiences in Salesforce email and SMS direct-marketing campaigns.