Your own data is your most valuable asset. In this chapter, we'll cover how to leverage Customer Match and GA4 Audiences to create hyper-relevant campaigns that scale profitably and future-proof against privacy changes.

Modern advertising is built on data-driven precision.
Customer Match and GA4 Audiences allow campaigns to reach real people who have already shown interest, or who behave like top customers.

Customer Match allows advertisers to upload their own first-party data (collected with consent) such as:

• Email addresses;
• Phone numbers;
• Mailing addresses.

GA4 (Google Analytics 4) audiences are dynamic, event-based lists created using real-time site or app behavior. Examples of GA4 Audiences:

• Visitors who viewed a specific product;
• Users who scrolled 75% down a page;
• Sessions with long duration or engagement;
• Users who triggered a custom conversion event;
• Predictive audiences – users likely to purchase soon.