From Robust to Resilient: How InfoTrust and Tinuiti Preserved a Global E-Commerce Marketplace’s First-Party Audience Strategy with Google Analytics

With the depreciation of third-party cookies looming, having a durable strategy for reaching target audiences via first-party data is crucial for InfoTrust’s global e-commerce marketplace client. 

Many audiences that the client has been using in the first-party context within Google Marketing Platform were created in Universal Analytics, which is being decommissioned. Setting up the audiences in Google Analytics 4 (GA4) efficiently so there was enough historical data to include was critical to ensuring a swift and successful transition to GA4 audiences. 

As a complex enterprise organization, the client partnered with Tinuiti, an independent performance marketing firm specializing in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing, and InfoTrust to identify the highest priority user actions to track and build effective first-party audiences around.

Download the case study to read how the client is now actively testing GA4’s more sophisticated modeling capabilities via predictive audiences and more.