• Introduction / Background
  – Data silos (online vs. online, offline vs. online)
  – Tracking and analytics as a foundation for data activation
  – Limitations and use cases
• Data import features in GA4
  – Cost data
  – User data by User ID / Client ID
  – Import schemas & join keys
  – Requirements for using data import features
• Connecting data silos
  – Example: CRM data and GA4
  – Setting up custom dimensions in GA4
  – Creating quality scores (or similar) after joining with GA4 User ID
  – CSV export and import in GA4
  – Cost data import
• Marketing & Data Activation
  – Using imported data to build audiences in GA4
  – Reports with cost data

Trainer: Etienne Dase & Moritz Bauer
mit Marcus Stade & Patrick Mohr