4 Powerful Advertising Features in Google Analytics (GA4)

What Are Advertising Features in Google Analytics?

Analytics advertising features were a set of optional features in Google’s now-discontinued Universal Analytics (UA) platform.

They offered access to useful data you could use to understand and improve the results of paid advertising campaigns.

Advertising features in Google Analytics UA allowed you to:

• Create remarketing audiences based on on-site behavior or user demographic data and export the lists to use in Google Ads
• See user demographic and interests in reports and create audience segments with the data to analyze user acquisition or behavior in new ways
• Integrate Campaign Manager 360 to view and analyze Campaign Manager 360 data in their Google Analytics reports
• View Google Display Network (GDN) impression reports to view how many impressions your display ads received in Google Analytics reports

Google Analytics 4 (GA4) replaced Universal Analytics in July 2023, so you can’t access the previous Analytics advertising features anymore.

However, GA4 offers similar features for the needs of digital marketing advertisers.

Google doesn’t refer to the features by a single name anymore. But, just like their predecessors, these features can make your advertising campaigns more effective.

4 GA4 Features for Advertisers

Almost all of GA4’s features can help advertisers understand how their campaigns perform.

But the following four analytics features in Google Analytics are particularly useful:

• Audience segments
• ...