Challenge

The new Google Analytics 4 data model regularly provides new challenges. One of these is how we can map Universal Analytics segments used in Looker Studio in the new GA4 data model. This article describes step by step how to quickly and easily define segments for Google Analytics 4 and link them in the Looker Studio dashboard.

Approach

Before we talk about the solution, let's take a look at the underlying definitions. The segment is of particular relevance here. In Universal Analytics, a segment describes a specific subset of all analytics data, whereby this can be either a predefined or a customised segment. Examples of segments are

In Looker Studio, UA segments can be added for each element (e.g. tables or graphics) simply by clicking on the + sign (see figure 1). This function is no longer available for elements that relate to Google Analytics 4 data.

For the solution, it is important to understand that segments in Google Analytics 4 are mapped via audiences. The definition takes place in Google Analytics 4 in the admin area via Data Display > Audiences > New Audience (see figure 2). As soon as an audience is set up, it is filled and the number of users contained in this audience for the selected time period is reported in the audience overview.

In Looker Studio, the GA4 audiences can be taken into account via the filters for each dashboard element (e.g. scorecard, table, chart). To do this, select the corresponding element and choose "Set-Up" '+ Add a Filter' in the side navigation (see figure 3).

In the window that then appears (see Fig. 4), the "Audience name" dimension can be selected and further specified - in this case with the audience name "Recently active users".

Please note that the audiences in GA4 are only populated from the time of definition. Accordingly, the data that is reported in Looker Studio is not filled in retrospectively.

Have fun setting up the GA4 dashboards and happy analysing!