Google has announced some extremely important features for Google Analytics 4 in order to help marketers better connect and activate their data. One of the new features introduced recently is the direct integration between GA4 and Display and Video 360 (DV360).
If you’re not quite up to speed with our recent GA4 blog releases you can catch up on How GA4 Helps Marketers Collect Data In A Privacy-First Way and more on The Benefits of Linking GA4 to BigQuery.
For part three of our GA4 series, we’ll break down GA4’s powerful integration with DV360 and how this unlocks enhanced marketing capabilities for all Google Analytics users.
What Is Display & Video 360?
First things first – DV360 is Google’s own demand-side platform that can be used to buy and run programmatic advertising. It is the consolidation of a suite of Google products previously known as DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre and a part of the Google Marketing Platform – Google’s end-to-end marketing suite for advertisers and agencies.
Now to take a closer look at the specific benefits of DV360 and the direct integration with GA4:
Integration is Available to Free GA4 customers
What’s exciting is that this integration will be available for both free and enterprise versions of GA4 – where it was only previously available for enterprise customers. Although there are volume limits in place for free users, this opens the door to more advertising opportunities for free users of the platform.
Exporting Audiences for smarter ad targeting
You’ll now be able to export Google Analytics 4 audiences direct to Display Video 360 for custom targeting. This also means you can continually update these audiences and monitor the performance of your DV360 campaigns so that campaign budget is going towards high-value audiences and not being wasted.
Exporting Conversions for smarter ad buying
Along with audiences, conversions tracked across platforms (i.e. on your website and/or mobile app) in GA4 can now be exported to DV360 to inform and optimise bidding for existing campaigns. With a larger quantity of more valuable data from GA, your campaign performance should improve too.
No doubt you can see the benefits that the new integration unlocks across these two platforms. The new integration opens the door for all GA4 users, especially for advertisers or agencies that don’t have the enterprise analytics version of GA4 but still want to run smarter programmatic advertising campaigns. DV360’s connection with GA4 means you can link campaign information and import data, to build a more complete picture of your customers and how they engage with your brand.
If you have any questions or would like some assistance with linking your GA4 data to BigQuery, please get in touch with our team of experts today. As a full-stack Google Marketing Platform & Google Cloud Partner, we can empower and support your team to make the most out of these technologies.