Predictive Purchaser Audiences In GA4 for Google Ads

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26 Feb

Build Audiences in GA4 and Use Them in Ad Campaigns

This is a total no brainer for all large Ecommerce Sites. (Almost as big as running an App campaign if you have an app store.)

GA4 uses its own AI to create predictive audiences of Users that fall into certain scenarios. The only restrictions are:

There is a mimimum volume theshold needed to make these work so they may not be available
They are available but they have not been created or added to campaigns yet (human error or incompetence).

Google’s AI Propensity Models

They should be a huge deal but I rarely hear about them being deployed. They use maching learning of your own Users and website data to predict:

Likely seven-day purchasers
- Users who are likely to make a purchase in the next seven days
Likely first-time seven-day purchasers
- Users who are likely to make their first purchase in the next seven days
Likely seven-day churning users
- Active users who are likely to not visit your property in the next seven days
Likely seven-day churning purchasers
- Purchasing users who are likely to not visit your property in the next seven days
Predicted 28-day top spenders
- Users who are predicted to generate the most revenue in the next 28 days

Default standard templates are found in Property Settings > Data Display > Audiences > Predictive (tab)

The probability and other options can be built out from these examples and tweaked to the data available in the account. e.g. LTV might be set-up so not a relevant rule to follow.

Available to be used for targeting in Google Ads

As like any audience built in GA4 it automatically becomes available in Google Ads for use in e.g. Remarketing Campaigns or on Observation for Search Campaigns.

The size of the audience in Google Ads will be smaller than the GA4 audience and the specific audience size per Google ad channel can be viewed in Google Ads or within GA4:

Advertising > Tools > Advertising segments