Google Analytics 4 audiences can now be used with third-party segments in Ad Manager.

By accepting a third-party segment (cookies matching the demographics of your visitors bought via a third-party data provider), marketers can target line items to it, perform reports and run forecasts.

Meanwhile, audiences can also be used as-is for targeting or, marketers can combine this data with other audiences to perform analyses.

Why we care. This additional data provides valuable insights to marketers about their customer-base and how effective their campaigns are at reaching them.

It’s vital that advertisers understand their customers the best they can so that they can make data-driven decisions to not just target the right people, but to ensure that the content they create will engage them – which is likely result in higher conversions and ROI.

How it works. To access GA4 audiences in Ad Manager you need to follow these simple steps:

• Link your Analytics property to Google Ad Manager.
• Activate Google signals.
• Enable Ads personalization in the link settings.
• GA4 audience should then automatically be exported to Ad Manager.

Deep dive. Read Google’s ‘Sharing Audiences in Google Analytics‘ guide for more information.