In September 2023, Google discontinued its testing tool, Google Optimize, which had been widely used due to its free access, robust features, and seamless integration with Google Analytics. This tool enabled many organizations to start testing without needing a budget for a licensed solution, significantly contributing to the testing community.
Impact of Google Optimize Deprecation
The discontinuation left a gap in the Google Analytics community, prompting Google to establish an integration service for third-party testing solutions to integrate natively with Google Analytics. Notable tools like Optimizely, Convert, and AB Tasty adopted this service. Additionally, this integration service has now been extended to the Adobe Target community, offering enhanced functionality.
Google Analytics 4 Target Connector (GA4T)
The GA4T Connector integrates Adobe Target with Google Analytics 4 (GA4), similar to Adobe's native Analytics for Target (A4T) integration. This allows data from Adobe Target to be consumed in GA4 and vice versa, enhancing the optimization program's value.
MiaProva's Role
The technology behind GA4T comes from MiaProva, an Optimization Management Platform acquired by Adswerve in December 2024. MiaProva offers various test management services and has deep integrations with Adobe, Google, Slack, Teams, Workfront, and JIRA. These integrations facilitate the capabilities of GA4T for Adobe Target and GA4 communities.
GA4T Configuration
Setting up GA4T involves two simple steps:
- Connect Adobe Target and GA4 accounts to MiaProva via its Admin Console.
- Add the Google Analytics Integration Tag to the Adobe Target deployment.
These steps enable the consumption of Adobe Target Activity data in GA4 using Audiences. MiaProva detects new Activities and creates corresponding Audiences in GA4 for analysis.
Key Integration Features
- Automatic Detection and Audience Creation: MiaProva detects new Adobe Target Activities and automates the creation of Audiences in GA4, mapping them to the Activity and Experience IDs.
- Real-Time Reporting and Alerts: MiaProva provides real-time reporting and alerting services based on these Audiences, with live data presented in MiaProva’s Admin Console.
- GA4 Audience Management: MiaProva manages GA4 Audience limitations by automatically removing Audiences after the related Activity ends, freeing up space for new Audiences.
For more information on how MiaProva’s GA4T can enhance your testing and optimization programs, further engagement is encouraged.
