- Services
- Growth Strategy
- Customer Insights
- Performance Marketing
- Global Reach
- Resources
- About
- Careers
- Contact
- 0113 212 1211
- Get in touch
Once marketers have collated all the data, got the consent of users and injected your first-party data by leveraging modelling, it is time to close the automation process through activation. GA4 is the conduit for activation.
It allows marketers to activate the value of conversions or audiences, through models that are more in line with overall company objectives, that have been created in GA4. By allowing marketers to value any piece of data and map specific audience segments, GA4 delivers stronger, holistic and more future-proofed results for marketing campaigns.
This is the fourth and final part in our ‘GA4 Summit’ series that focuses on how marketers can collect, inject, model and activate their marketing data through Google Analytics 4.
Jimmy is Search Laboratory’s lead adviser on cross-channel digital strategy. Jimmy has worked across paid search, SEO, analytics and data and strategy, and currently leads technology partnerships for the agency. Jimmy has delivered various online and in-person sessions about the benefits of GA4 and regularly contributes to industry publications including The Drum.
