Good news if you’ve been wanting to use Google Analytics 4 (GA4) to create more customized experiences, more easily…
There’s a better way: You can now add qualified users to your audiences without them ever having to visit your website.
Which means you should find it easier to customize content, messaging, and experiences based on the audience data you own.
What’s required: You will need unique User IDs, Client IDs (web), and App Instance IDs (apps).
Note: You should avoid uploading any personally identifiable information. Just saying.
You’ll find all the details and steps here.
Now for the not-so-good news: As you may have heard, the US Department of Justice is filing an antitrust lawsuit against Google. And its claims are… substantial.
In a nutshell, the DOJ says Google has too much control and can set prices however it wants because it doesn’t have any competition.
And it argues Google has affected advertisers through format pricing, squashing, and randomized generalized second-price (RGSP).
The lawsuit is obviously ongoing and no verdict has been reached.
But if you use Google Ads and related products, we think you should be aware of what Google might be doing.
