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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.

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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.

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About the author

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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