{"id":845,"date":"2023-05-23T23:10:19","date_gmt":"2023-05-23T23:10:19","guid":{"rendered":"https:\/\/thedwgblog.com\/?p=845"},"modified":"2023-06-05T16:23:20","modified_gmt":"2023-06-05T16:23:20","slug":"ga4-segments-and-audiences","status":"publish","type":"post","link":"https:\/\/dreamwarrior.com\/blog\/ga4-segments-and-audiences\/","title":{"rendered":"GA4 Segments"},"content":{"rendered":"

Part 4 of many about GA4\u00a0 and what is coming after UA<\/h2>\n

We will pick up this installment of the\u00a0<\/span>Analytics after UA<\/span><\/a>\u00a0here at the end of the last article\u00a0<\/span>GA4 Configuration<\/span><\/a>\u00a0by digging into segments and audiences.\u00a0<\/span><\/p>\n

With its robust audience builder and advanced generation tools, GA4 stands head and shoulders above Universal Analytics (UA). However, GA4 uses a unique approach to track screen views, unlike UA. Instead of treating mobile and web views separately, it combines data from both channels into one property. As a result, GA4 gives you a complete picture of a user’s journey across different devices, allowing for more comprehensive user profiles.<\/span><\/p>\n

What Are Audiences?<\/span><\/strong><\/a><\/p>\n

Think of audiences as specific groups of users (‘user segments”) that you can use for analysis and advertising.\u00a0<\/span><\/p>\n

Groups are formed based on a range of criteria, such as dimensions, page visits, user attributes, and events (or their sequences) relevant to your company.<\/span><\/p>\n

For instance, you could compare the behavior of US users against all users or users originating from your app against mobile users and desktop users.<\/span><\/p>\n

It’s worth noting that audiences are re-evaluated as new user data is collected in GA4 automatically.<\/span><\/p>\n

What Are Segments?<\/span><\/strong><\/a><\/p>\n

Segments and audiences may seem similar, but they have some key differences. Segments are data sections that meet particular requirements and can be analyzed independently.<\/span><\/p>\n

For example, you can compare the purchase behavior of your local users to the conduct of all users or mobile users to desktop users to gain deeper insights.<\/span><\/p>\n

Segments allow you to segregate certain groups of people and compare their behavior to the rest of the data rather than analyzing data from all visitors.<\/span><\/p>\n

GA4 Segments and Audiences<\/h2>\n

You can opt to develop an audience based on a segment while creating a segment, but these two capabilities are distinct. Segments cannot be used in regular reports, although audiences may.<\/span><\/p>\n

Exploration reports in GA4 include segments but do not incorporate audiences. However, despite being present in these reports, audiences, as opposed to segments, can be utilized for remarketing campaigns. Audiences are created based on segments and are shared across Google’s advertising products, which makes them suitable for targeted ad campaigns. Conversely, while they can be created and applied within the Explore section of GA4, segments are not used directly in Google’s advertising products like Google Ads.<\/span><\/p>\n

Most significantly, segments are retroactive, whereas audiences are not because they begin gathering information only from the moment they are created.<\/span><\/p>\n

How To Create Segments<\/span><\/strong><\/h3>\n

In GA4, navigate to\u00a0<\/span>Explorations<\/span><\/em>\u00a0>\u00a0<\/span>Create a New Exploration<\/span><\/em>.<\/span><\/p>\n

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\"Choose
Choose a segment type<\/figcaption><\/figure>\n

There are three types of segments you can create:<\/span><\/p>\n

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