Google has just finished its ‘Google Marketing Live,’ and here is what we learned about GA4 and campaign measurements.
Cross-channel insights in GA4 are getting an upgrade, making it easier to track performance across platforms.
The minimum spend for incrementality testing will be reduced from $100K to $5k
A new Bayesian-based testing model means you can run tests in as little as 7 days.
Data Manager will consolidate first-party data from BigQuery, HubSpot, Salesforce, and Shopify, and a new API will facilitate smoother integrations.
They have introduced “Google Analytics experts” for in-depth analysis and strategic advice, and a “Marketing Advisor”, an AI agency assistant that offers step-by-step guidance.
And the big one, a unified view of impressions across both Google platforms and third-party data. This allows you to bridge the gap when understanding the full funnel.
