{"id":8283,"date":"2021-10-21T13:19:40","date_gmt":"2021-10-21T13:19:40","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=8283"},"modified":"2023-02-23T11:32:04","modified_gmt":"2023-02-23T11:32:04","slug":"ga4-predictive-audiences","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/","title":{"rendered":"How to use predictive audiences in Google Analytics 4"},"content":{"rendered":"\r\n<p><strong>Long story short: In Google Analytics 4 you can create audiences based on users\u2019 predicted behaviour. We\u2019ll tell you how.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>It has already been a year since Google launched predictive audiences in GA4, but it still hasn\u2019t gotten the attention it deserves. Of course, the bar is set high to become eligible for predictive metrics and many companies still use Universal Analytics as their main web analytics tool. But for all of you who already are eligible, we highly recommend using predictive audiences for higher efficiency in your online marketing campaigns. In this article we show you why and how.<\/p>\r\n\r\n\r\n\r\n<p>Table of contents:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><a href=\"#Anchor1\"><strong>What are predictive audiences<\/strong><\/a><\/li>\r\n<li><strong><a href=\"#Anchor2\">What prerequisites are necessary for predictive audiences<\/a><\/strong><\/li>\r\n<li><strong><a href=\"#Anchor3\">How to create a predictive audience<\/a><\/strong><\/li>\r\n<li><strong><a href=\"#Anchor4\">Guide to import predictive audiences into Google Ads<\/a><\/strong><\/li>\r\n<li><strong><a href=\"#Anchor5\">How to use predictive audiences in your campaigns<\/a><\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#what-are-predictive-audiences\" >What are predictive audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#what-prerequisites-are-necessary-for-predictive-audiences\" >What prerequisites are necessary for predictive audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#how-to-create-a-predictive-audience\" >How to create a predictive audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#guide-to-import-predictive-audiences-into-google-ads\" >Guide to import predictive audiences into Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#how-to-use-predictive-audiences-in-your-campaigns\" >How to use predictive audiences in your campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/ga4-predictive-audiences\/#summary\" >Summary<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"Anchor1\"><span class=\"ez-toc-section\" id=\"what-are-predictive-audiences\"><\/span><strong>What are predictive audiences<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Predictive audiences work like the common audiences you already know. The main difference here is that they don\u2019t only rely on users\u2019 past behaviour on your website or demographics, but on predictive metrics. With machine learning, Google tries to predict user behaviour in specific metrics, such as churn probability or purchase behaviour. The currently (2021\/09) available predictive metrics are:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Purchase probability: <\/strong>Probability that a user who was active in the last 28 days makes a purchase within the next 7 days.<\/li>\r\n<li><strong>Revenue prediction:<\/strong> The revenue expected from all purchase conversions within the next 28 days from a user who was active in the last 28 days.<\/li>\r\n<li><strong>Churn probability: <\/strong>The probability that a user who was active on an app or site within the last 7 days will not be active within the next 7 days.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Based on these three metrics you\u2019re able to build audiences, which then &#8211; of course &#8211; are predictive audiences. You can choose to either create custom audiences with those metrics or to use Google\u2019s predefined predictive audiences:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Likely 7-day purchasers:<\/strong> Users who are likely to make a purchase in the next 7 days.<\/li>\r\n<li><strong>Likely first-time 7-day purchasers:<\/strong> Users who are likely to make their first purchase in the next 7 days.<\/li>\r\n<li><strong>Predicted 28-day top spenders:<\/strong> Users who are predicted to generate the most revenue in the next 28 days.<\/li>\r\n<li><strong>Likely 7-day churning users: <\/strong>Users who are likely to not visit your website in the next 7 days.<\/li>\r\n<li><strong>Likely 7-day churning purchasers:<\/strong> Purchasing users who are likely to not visit your property in the next 7 days.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"Anchor2\"><span class=\"ez-toc-section\" id=\"what-prerequisites-are-necessary-for-predictive-audiences\"><\/span><strong>What <\/strong><strong>prerequisites<\/strong><strong> are necessary for predictive audiences<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Predictive audiences are only available in <em>Google Analytics 4 <\/em>properties. So, if you haven\u2019t already set one up, this might be another good reason to do so (you\u2019ll find many others <a href=\"https:\/\/smarter-ecommerce.com\/blog\/de\/web-analytics\/google-analytics-4-cross-channel-privacy-mehr\/\">here<\/a>). The sooner you start collecting data, the better.<\/p>\r\n\r\n\r\n\r\n<p>Also, you\u2019ll need to set up <em>ecommerce tracking.<\/em> The purchase and revenue prediction is based on purchase\/ecomm_purchase and in_app_purchase events.<\/p>\r\n\r\n\r\n\r\n<p>Furthermore, during the last 28 days there must have been at least 1000 returning users that triggered the relevant metric within 7 days. I.e. during the last 28 days at least 1000 returning users must have made a purchase within 7 days.<\/p>\r\n\r\n\r\n\r\n<p>Last but not least, this amount of users must be sustained for a certain period of time. The tricky part is that it\u2019s not yet clear how long this required timeframe is. Based on our experience it might take up to 6 months before becoming eligible.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"Anchor3\"><span class=\"ez-toc-section\" id=\"how-to-create-a-predictive-audience\"><\/span><strong>How to create a predictive audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Creating predictive audiences in Google Analytics 4 is fairly easy. Here\u2019s your step-by-step guide:<\/p>\r\n\r\n\r\n\r\n<p>Open your Google Analytics 4 property.<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>In the left hand menu select \u201cConfigure\u201d and navigate to \u201cAudiences&#8221;.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"500\" class=\"wp-image-8360\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/predictive_audiences_creation_guide_1.png\" alt=\"How to create a predictive audience: Select &quot;configure&quot; and navigate to &quot;audiences&quot;\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/predictive_audiences_creation_guide_1.png 690w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/predictive_audiences_creation_guide_1-300x217.png 300w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\r\n\r\n\r\n\r\n<p>2. Click on the button \u201cNew Audience\u201d, then navigate to \u201cSuggested audiences\u201d and select \u201cPredictive\u201d:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2068\" height=\"930\" class=\"wp-image-8363\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2.png\" alt=\"\r\nClick on &quot;new audience&quot;, navigate to &quot;suggested audiences&quot; and select &quot;predictive&quot;\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2.png 2068w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2-300x135.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2-1024x461.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2-1536x691.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_suggested_audiences_predictive_2-2048x921.png 2048w\" sizes=\"auto, (max-width: 2068px) 100vw, 2068px\" \/><\/figure>\r\n\r\n\r\n\r\n<p>3. Now you can customise the audience i.e. based on the probability level or the membership duration.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2708\" height=\"724\" class=\"wp-image-8369\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3.png\" alt=\"\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3.png 2708w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3-300x80.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3-1024x274.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3-1536x411.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_audience_customising_3-2048x548.png 2048w\" sizes=\"auto, (max-width: 2708px) 100vw, 2708px\" \/><\/figure>\r\n\r\n\r\n\r\n<p><br \/>4. The lower the user percentile, the larger the audience will be &#8211; but also the more imprecise it gets.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2068\" height=\"1236\" class=\"wp-image-8372\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4.png\" alt=\"Prediction summary: churn probability of audience \" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4.png 2068w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4-1024x612.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4-1536x918.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Predictive_audiences_guide_prediction_summary_4-2048x1224.png 2048w\" sizes=\"auto, (max-width: 2068px) 100vw, 2068px\" \/><\/figure>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"Anchor4\"><span class=\"ez-toc-section\" id=\"guide-to-import-predictive-audiences-into-google-ads\"><\/span>Guide<strong> to import predictive audiences into Google Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>If your Analytics property is already connected to your Google Ads account, audiences are automatically imported and so your predictive audiences will be ready-to-use as soon as you\u2019ve created them &#8211; in case you\u2019ve kept the default option \u201cEnable Personalized Advertising\u201d.<\/p>\r\n\r\n\r\n\r\n<p>If your GA4 property is not yet connected to your Ads account, follow these steps in Google Ads:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>Select \u201cTools &amp; Settings\u201d in the top right menu.<\/li>\r\n<li>Under \u201cSetup\u201d select \u201cLinked Accounts\u201d<\/li>\r\n<li>There you choose \u201cGoogle Analytics (GA4) &amp; Firebase\u201d by clicking on \u201cDetails\u201d. (<strong>NOT<\/strong> \u201cGoogle Analytics (UA)\u201d!)<\/li>\r\n<li>Now select your Google Analytics 4 property from the dropdown menu.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p>You can also link your Ads and Analytics account from within Google Analytics: Simply navigate to the \u201cAdmin\u201d panel, select the correct GA4 property in the \u201cproperty\u201d section and follow the steps under \u201cGoogle Ads Linking\u201d.<\/p>\r\n\r\n\r\n\r\n<p>Note: You need administrative access to the Google Ads account and \u201cEditor\u201d rights in the Analytics property to be able to link both accounts.<\/p>\r\n\r\n\r\n\r\n<p>If everything worked out fine, the predictive audiences should appear in the Audience Manager under \u201cTools &amp; Settings\u201d \u2192 \u201cShared Library\u201d. As a bonus, Google automatically creates a similar audience for each predictive audience. These audiences consist of users which are similar to those in the initial audience. That means, you\u2019ll have a valuable set of suspects additionally created within minutes.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"Anchor5\"><span class=\"ez-toc-section\" id=\"how-to-use-predictive-audiences-in-your-campaigns\"><\/span><strong>How to use predictive audiences in your campaigns<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>You can use them just like your other audiences. Here are some examples:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Target your \u201cLikely 7-day churning users\u201d with a specific offer via display ads to prevent them from churning.<\/li>\r\n<li>Enhance your prospecting strategy by adjusting bids for your \u201cLikely first-time 7-day purchasers\u201d. With increasing the bids for this target group, you might be able to increase your revenue efficiently.<\/li>\r\n<li>Set up remarketing campaigns for your \u201cPredicted 28-days top spenders\u201d to increase revenue even more.<\/li>\r\n<li>Target the Similar Audience of \u201cLikely first-time 7-day purchasers\u201d. This might be an efficient way to reach users who are likely to become new customers.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-summary\"><span class=\"ez-toc-section\" id=\"summary\"><\/span><strong>Summary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>To use predictive audiences, you have to set up a GA4 property and meet certain criteria in terms of your users\u2019 behavior and the amount of website traffic. Predictive audiences are based on predictive metrics, which are calculated by machine learning. As soon as you\u2019ve linked your Ads account and GA4 property, your predictive audiences &amp; their similar audiences will be available.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>What makes predictive audiences so powerful, is the newly gained simplicity to create valuable target groups. Until now, you\u2019ve had to combine several metrics on your own to build audiences that are i.e. likely to convert in the future. As predictive audiences are based on machine learning, they can rely on many more metrics than we\u2019d be able to. The downside is that it\u2019s kind of a black box. You won\u2019t know exactly which parameters these predictive audiences are based on.<\/p>\r\n\r\n\r\n\r\n<p>But: You can still combine predictive metrics with \u201cregular\u201d metrics to narrow them down.<\/p>\r\n\r\n\r\n\r\n<p>So, if your account is already eligible for predictive audiences, give them a try and be creative in how to use them in your campaigns!<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Long story short: In Google Analytics 4 you can create audiences based on users\u2019 predicted behaviour. We\u2019ll tell you how. It has already been a year since Google launched predictive audiences in GA4, but it still hasn\u2019t gotten the attention it deserves. Of course, the bar is set high to &#8230;<\/p>\n","protected":false},"author":82,"featured_media":8878,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[345],"tags":[],"class_list":["post-8283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to use predictive audiences in Google Analytics 4 - smec<\/title>\n<meta name=\"description\" content=\"\ud83d\udcc8 Create predictive audiences in Google Analytics 4 based on users\u2019 predicted behaviour for higher campaign efficiency. 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