Content Marketing
8 New GA4 Features You Absolutely Can’t Ignore

8 New GA4 Features You Absolutely Can’t Ignore

August 21, 2023
5 min read

If you want to be successful in digital marketing, you have to stay ahead of the curve. And this time, it’s the new GA4 features that are making waves.

GA4 (Google Analytics 4) isn’t just any old update. It’s a complete rebuild, specifically designed to give marketers more insightful and useful data about their online audiences.

The more you know about who your users are, what they want, and how they interact with your website or app, the better you can tailor your marketing efforts to meet their needs. GA4 provides the tools and insights you need to gain this understanding, making it a key asset for any digital marketer.

In this blog post, we’re diving right into the new GA4 features. They can help you optimize your marketing efforts, engage with your audience more effectively, and most importantly, drive business growth.

screenshot shows example of GA4 page

Image Source: Google Help

1. New Unnotified Users Suggested Audience

Only 51% of iOS users enable push notifications. So if you have an app and have managed to get people to download it, there’s a whole lot of your users out there missing out on your updates or offers.

The “New Unnotified Users Suggested Audience” feature can help you identify users who have not been reached via push notifications. This allows you to engage with them more effectively, and make sure they don’t miss out on important information or updates.

Whether your goal is to increase user engagement, promote a new feature, or just remind your audience of the value your app provides, this feature can be a valuable tool. It’s designed to keep your app at the forefront of your users’ minds and helps you broaden your reach.

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2. Access to GA4 Audience Builder in Google Ads

In the coming weeks, you’ll be able to build audiences directly in GA4. This means you can create and manage your audiences without having to switch between different platforms, making the process as smooth and efficient as possible.

screenshot shows how marketers can create audiences with new GA4 features

Image Source: Google Help

Imagine being able to define your target audience, set up your campaign, and manage your ads all in one place. Not only does this save you time, but it also reduces the risk of errors that can happen when you’re transferring data between different platforms.

And, the less time you spend on tedious tasks, the more time you have to strategize and innovate.

3. Seamless Re-use of App and Web Audiences

This GA4 feature can make your life a lot easier when it comes to targeting the right users for your app campaigns.

As you know, reaching the right audience is key to any successful marketing strategy. You’ve probably spent a ton of time and resources building an audience in GA4 that perfectly matches your target demographic. Wouldn’t it be great if you could use this same audience for your app campaigns without having to start from scratch?

That’s exactly what the “Seamless Re-use of App and Web Audiences” feature allows you to do. Once you’ve created an audience in GA4, this feature targets your app campaigns at the relevant app users from your audience. This means you can avoid wasting resources on users who are unlikely to use your app and focus your efforts on those who will.

4. Additional Performance Uplift

This new GA4 feature is designed to automatically optimize your App campaign performance, making it a valuable addition to your digital marketing toolkit.

To get started with this feature, you’ll need to activate Google signals in your linked GA4 property. Once activated, the tool gets to work, analyzing your campaign data and making adjustments to help improve performance.

Whether it’s adjusting your bid strategy, refining your target audience, or tweaking your ad placements, the “Additional Performance Uplift” feature helps improve your campaign performance, freeing up your time to focus on the rest of your digital marketing strategy.

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5. Comprehensive Web-to-App Conversion Measurement

The “Comprehensive Web-to-App Conversion Measurement” feature provides a more accurate and privacy-safe way to measure app conversions from web campaigns.

It’s more important than ever to have a clear understanding of your conversion paths, especially when it comes to tracking conversions from web campaigns that deep link users into an app.

Google has introduced a new privacy-safe URL parameter that enables better iOS app conversion measurement. This means you can track conversions from users who click on a web ad and then complete a conversion within your app.

screenshot shows how marketers can view user conversions with GA4

Image Source: Optimize Smart

This feature provides a more complete picture of your conversion paths, helping you understand which of your marketing efforts are driving conversions. It’ll give you the insights you need to optimize your campaigns and drive better results.

6. Integrations with SKAdNetwork

The next feature is designed to enhance in-app event measurement and optimization.

Whether you’re tracking app installs or purchases, understanding in-app events can help you optimize your marketing efforts. With the new “Integrations with SKAdNetwork” feature, you can configure your SKAdNetwork conversion value schema.

This means you can set up a system to track and measure specific in-app events that are important to your business, giving you more flexibility and control. It’s designed to help you gain a deeper understanding of your app’s performance and guide your marketing decisions.

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7. On-Device Conversion Measurement

Nowadays, privacy is a top concern for users. And as marketers, it’s our job to respect these preferences while still gathering the data we need to optimize our strategies.

graph shows data privacy concerns of app and website users

Image Source: GroupSolver

With the “On-Device Conversion Measurement” feature, GA4 has rolled out additional support for more types of consented user sign-ins, like phone numbers. This means you can track conversions from users who sign in using these methods, providing you with more comprehensive data.

The best part is that this solution works without any user-identifying information ever leaving a user’s device or being disclosed to external parties, including Google. This means you can gather the insights you need while still respecting user privacy.

8. Geo-Based Conversion Lift Measurement

The last new GA4 feature is designed to help marketers run controlled experiments to better understand the effects of their iOS App campaigns.

Currently available in beta, this tool gives marketers the ability to run controlled experiments. This means you can compare the performance of your iOS App campaigns in different geographical areas to understand their effects more accurately.

For example, you’d be able to see how your campaign performs in one city compared to another, or how different regions respond to your marketing efforts. This kind of information could be key to refining your marketing strategy and optimizing your campaigns.

GA4 Features and Beyond

The new GA4 features are set to revolutionize the way we approach:

  • App and web engagement
  • Campaign management
  • Performance optimization
  • Conversion measurement

These tools have the power to provide key insights we need to drive marketing success. By taking advantage of these new GA4 features, you improve engagement, efficiently target campaigns, and respect user privacy, ultimately providing an exceptional user experience.

Are you ready to really give your audience the experience of a lifetime? Marketing Insider Group can help you create top-tier marketing content. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

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Michael Brenner

Michael Brenner is an international keynote speaker, author of "Mean People Suck" and "The Content Formula", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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