Cheatsheet: Where are you in the Digital Measurement setup?
Cheatsheet: Where are you in the Digital Measurement setup?
Complete the proof of value and review results.
Connect your advertising channels and Connect your GA4 event-level data via BigQuery.
(You are here) Set up brand and market.
We set up exports, rules and we create your model. Review your results:
Review your measurement setup.
Review your marketing performance in the Insights dashboard.
Digital Measurement uses two dimensions to organize your data for modeling: brand and market. We create these dimensions and configure the assignment rules on your behalf.
This article explains what each dimension means, how market assignment works and how to review the configuration.
Brand
Brand identifies which brand a campaign or data source belongs to. If you manage multiple brands, this dimension lets the model separate performance by brand.
Market and market assignment
Market is the reporting dimension by which you group performance data. It typically represents a business unit, storefront or regional operation (for example, a UK website or a Swedish online store).
Market assignment is the process of placing conversions and spend into the right market. The assignment method is the specific signal in your data used to do that.
Assignment methods
Depending on your data, market assignment can be based on different signals. Common assignment methods include:
GA property: Each GA4 property maps to a specific market. This works well when you have separate properties per market.
Website or URL structure: URL paths or subdomains identify the market (for example,
/fr/for France orde.example.comfor Germany).
Campaign naming convention: Campaign names contain a market identifier (for example,
FR_Brand_Search).
Account name: The advertising account name includes a market reference.
Buyer country: The customer's geographic location, derived from GA4 geo dimensions, is used as a proxy for market.
Choosing an assignment method
Ideally, market assignment reflects your real market structure, meaning the way your business allocates budgets and reports on performance. When the available data supports this cleanly (for example, separate GA4 properties per market or consistent naming conventions), the setup is straightforward.
In practice, a perfect business-structure mapping is not always possible from the signals in your data. In those cases, we work with you to identify the best available approach, which is the most reliable signal that produces a defensible and consistent assignment, even if it doesn't perfectly mirror your organizational structure.
For example, buyer country may be the best option when campaign names and account structures don't distinguish markets clearly.
Note: Market is not the same as country. A market can represent a group of countries or a specific storefront. However, buyer country can be a valid assignment method when other signals aren't available.
How we set up brand and market
We create the brand and market dimensions and configure the assignment rules on your behalf. During setup, we work with you to determine the right assignment method for your data and apply the rules accordingly.
Handoff: We handle the complete configuration of brand and market. You'll receive confirmation when the setup is complete and ready for review.
Review your configuration
After we complete the setup, you can review the brand and market configuration from the Measurement configuration dialog.
To open it, go to Measure > Setup and select Measurement configuration. The dialog shows the following sections:
Conversions: The main conversion event used for measurement (for example,
purchase), including how traffic maps to markets and which Google Analytics properties are in scope.
Mapping to markets: The assignment method applied to your conversions (for example, By website), with a table showing how each site or hostname maps to a specific market.
Verified backend data: The connection status of your verified revenue and verified conversions sources.
Ad platforms: A list of your connected advertising platforms, each showing its conversion event, assignment method (for example, By campaign name or By account name) and the number of markets it covers.
Channel grouping: The current grouping method and links to the MMM Source and MMM Channel dimensions used for modeling.
Account settings: Your business type, currency and timezone.