From the course: Migrating from Universal Analytics to Google Analytics 4 (GA4)

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Rebuild audiences: From Universal to GA4

Rebuild audiences: From Universal to GA4

From the course: Migrating from Universal Analytics to Google Analytics 4 (GA4)

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Rebuild audiences: From Universal to GA4

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- [Narrator] Audiences are probably one of my favorite parts of GA4. In Universal, audiences were used mainly for Google Ads integration. Audiences in GA4 are more like a combination of segments and audiences. Yes, they can be used for Google Ads but they can also be used for so much more. There is a space in your tracking sheet to record audiences and segments that you had in Universal so you can recreate them in GA4. And at a basic level, it's very simple to do that. Audiences could also take the place of views in Universal, especially if you were using those views to segment people based on specific behaviors. Audiences can be found under Configure and then Audiences. And by default you have two audiences, All Users and Purchasers, even if your site isn't an e-commerce site. You can click the three dots at the far right of any audience to copy, edit, or archive the audience and then click on the audience name itself…

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