Google Analytics Audiences

Available in: Marketing Cloud Engagement Enterprise 2.0

When you synchronize an audience, Engagement creates a data extension that you can use as journey entry criteria. The data extension’s name is the audience name plus the property ID.

Because a data extension name supports only alphanumeric characters, the integration replaces prohibited characters in an audience name with dashes. For example, if you have an audience called “[North America] 5 Purchases > $50” with the property ID 123456789, the integration creates a data extension called “-North America- 5 Purchases - -50_123456789”.

A data extension contains this information.

• SubscriberKey—The unique key of the subscriber.
• SubscriberId—The unique ID of the subscriber.
• AllowPersonalizedAds—Specifies whether users have consented to allow the publisher to share personal information with Google for personalized advertising purposes.

• Create a Google Analytics Audience
  To segment your Marketing Cloud Engagement contacts based on dimensions, metrics, and events, create an audience in Google Analytics.
• Track a Google Analytics Audience
  To use a Google Analytics audience as an entry source in Journey Builder, create the audience in Google Analytics, and then add it to the Marketing Cloud Engagement integration. When you connect an audience to Engagement, it synchronizes the audience automatically or according to a schedule that you set.
• Share an Audience with Another Business Unit
  When you link Marketing Cloud Engagement with Google Analytics 4, the GA4 audiences are available to every business unit that has the same enterprise ID (EID). You can choose which business units are able to access these audiences.
• Use an Audience Data Extension in a Journey Entry Step
  When you import a Google Analytics audience, Marketing Cloud Engagement creates a data extension based on the data associated with the audience. You can use the data extension to add an audience into a journey.