Google Analytics (GA4): Audience-Building and Segmentation
1h 3mIntermediate2021-09-22
Authors
Samantha Barnes
Director of Google Analytics at Bounteous, Speaker, Trainer
Course details
If you work in digital marketing, knowing your audience—and how effectively you’re reaching them—is vital to your success. With Google Analytics, you have a powerful tool to segment users and leverage that data to take insightful actions. In this course, Samantha Barnes shows you how to build audiences, funnels, user paths, segments, and data integrations with Google Analytics. Samantha goes hands-on with the tools, discussing topics like user-based data, how to customize that data in advanced segments, and how to take the advanced reporting explorations to another level by building Google Analytics audiences. As Samantha shows, once you know your audience, you can more effectively target high-value customers, deliver ads at the right time, and discover trends that lead to successful conversions.
Skills covered
Google AnalyticsWeb Marketing AnalyticsGoogleMarketingData ScienceDeep Dive (X:Y)
Concepts
0. Introduction
- 01 - Leveraging audience-building and user analysis with GA4
1. Introduction to User Analysis in Google Analytics
- 02 - How to scope segmentation in GA4 vs. Universal Analytics
- 03 - How to differentiate and appraise the audience tools in GA4
- 04 - How User-ID and Data Import can broaden user measurement
2. Using the Audience Tool in Google Analytics 4
- 05 - How dimensions and events build audiences in GA4
- 06 - Leveraging templates for segmentation in GA4
- 07 - How conditions and membership determine user inclusion
- 08 - Audience building with scoping and exclusions
- 09 - How to use conditions based on time in GA4
- 10 - Predictive audience membership and predictive audiences
3. Customizing and Reporting on Audiences and Segments
- 11 - How to enhance your segmentation with events and dimensions
- 12 - How to implement user properties in GA4
- 13 - How to report on audiences and segments in GA4
- 14 - Applying audiences beyond the GA4 interface
4. The Advanced Analysis Reports in GA4
- 15 - Segmenting users within the Advanced Analysis tool
- 16 - Exploring segments based on user funnels in GA4
- 17 - Exploring segments based on the user journey in GA4
- 18 - Exploring segments based on segment overlap and cohorts
Conclusion
- 19 - Start leveraging GA4 audience in your marketing analysis