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GA4 Audience Activation

Solutions Playbook

Last Updated: August 2022

GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences:

Retail/Tech CPG/Brand Automotive
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Playbook Contents & Learning Objectives

GA4 Fundamental Concepts GA4 Audience Use Case Library GA4 Audience Builder Tutorial
Understand data sources, segmentation logic Learn about the most common use cases Familiarise yourself with the Audience Builder UI
& key benefits of using GA4 Audiences for GA4 audiences with specific examples and get confident with creating audiences

Open Section Open Section Open Section

GA4 Audience Activation Plan GA4 Activation Endpoints GA4 Audience Insights
Step-by-step guidance on how to plan, Be clear on where you can use GA4 audiences for Review audience profile, cohort & overlap insights
execute & measure your GA4 Activation pilot targeting, bidding & experimentation for your media planning.

Open Section Open Section Open Section

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Fundamental GA4 Concepts

Understand data sources, segmentation logic & key benefits of using GA4 Audiences
 Fundamental GA4 Audience Concepts Why GA4 Audiences?
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Google Analytics 4 offers the solutions you need

Durable Measurement Cross-Platform Intelligent Predictions & Data Activation for

across App + Web Data Integrations Audience Insights Targeting & Bidding

Rebuilt analytics with an Centralize data for a holistic Machine Learning to create Activate insights &
event-based data model to customer view across powerful audience insights, audiences across channels by
enable measurement across devices and platforms, and including access to leveraging direct
web and app to capture online and offline predictive metrics and integrations to media buying
events segmentation platforms
 Fundamental GA4 Audience Concepts Why GA4 Audiences?
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Why use GA4 Audiences?

Key benefits of GA4 Audiences vs Google Ads Audience Builder

Advanced Audience Centralized Audience Management

Configuration
Use your across all Google media buying
Use Dimensions, Metric on top of Events to platforms (Ads, DV, SA) and to personalize
include practically any subset of users. across app & web (Firebase / Optimize)

Cross-device Audiences Predictive Audiences

Target users across devices and platforms Utilise Google’s Machine learning to find
via Google Signals and User ID high quality or propensity users
GA4 Audience Builder

Dynamic Audience Evaluation Verticalized Audience Suggestions

Get an understanding of your audience size Ready to use verticalized audience

real time suggestions for Retail, Gaming and more
 Fundamental GA4 Audience Concepts Why GA4 Audiences?
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Why use GA4 vs 3P Audience Builders?

Key benefits of GA4 Audiences vs 3P Audience Builders

Automatic Sync Automatic Refresh Sophisticated

Once GA4 is linked to Google GA4 audiences are dynamically GA4 Audience Builder provides
Ads, all audiences are updated and kept in sync with built-in predictive audiences,
automatically available in linked media accounts vertical-specific suggested
Media accounts audiences and advanced
segmentation capabilities
 Fundamental GA4 Audience Concepts From UA to GA4
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Classic GA Sessions → GA4 Events

Classic GA Sessions GA 4 Property Events

● Different hit type will be included in a session, ● Distinguish event by its name
including Pageview, Event, and Ecommerce ● Session defined as event named “session_start”
● Calculate user session by activities within 30 ● User ID can be used for reporting deduplication
minutes ● Event is appropriate for App and Web
environments
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Classic GA Goals → GA4 Conversions

Classic GA Goals GA 4 Property Conversions

● Set up a Goal by ● Set up event first, and select

conditions event as conversion
● Export Goal as ● Conversion can be selected in
Conversions in Google different reports
Ads ● 30 conversions per property
● 20 goals per view (excluding default conversions)
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Classic GA User-ID Views → GA4 Reporting Identity

Classic GA User-ID View GA 4 Property Reporting Identity

● Device ID as default reporting identity ● Device ID as default reporting identity

● When sending user ID to GA, a User ID view can ● By enabling Google Signals or sending user ID, all
be created to aggregate sessions based on user IDs reports will be based on user ID, Google Signal then
● Remarketing / audience publishing uses device ID to aggregate user behavior at a user-
disabled in User-ID views level keyed to user ID.
 Fundamental GA4 Audience Concepts Data Collection
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GA4 App & Website Data Collection

Flexible data model that can be consistently deployed across applications

Event-based model captures user interactions Enable Data streams to combine metrics
and old Hit types as Events from App and Web

Page view

Social iOS App

Hit types
Events Android App
Transaction
Web
App screen view

● Unified measurement of user interactions and ● Unsampled data for analysis.

events between your website and app. ● Aggregate data from multiple data streams,
● Decrease implementation time and effort. including both app and web.
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Google Analytics Event-Based Data Capture

1 2
Automatically collected Enhanced measurement
events events

● First visit ● Outbound clicks

● Session start ● Site search
● User engagement ● Video engagement

DO NOT REQUIRE additional code to be added to the web page or app

3 Recommended 4 Custom events

events (optional)

● Retail/Ecommerce ● Custom event 1

● Education/Real estate ● Custom event 2
● Travel (Hotel/Air) ● Custom event 3
● Simplifies and streamlines implementation.
● Combines data from app and web.

DO REQUIRE additional code to be added to the web page or app

[GA4] Automatically collected events | [GA4] Enhanced measurement | [GA4] Recommended events | [GA4] Event modifications and custom events | GA4 properties tag and instrumentation guide | Custom web | Custom app
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Data Import for 1st Party Data Enrichment

Enhance or supplement existing events, conversions, and segments in GA4 with Data Import.
Data joined based on 1PD identifier collected on website and available in CRM data, i.e hashed email

Expand product metadata such Align internal ecommerce

as size, color, style, or other csv csv reporting by importing
product-related dimensions refund data
Product data Refund data

Group content using imported

Add user data such as a loyalty
csv csv metadata such as author, date
rating or lifetime customer value
published, and article category
User data Content data

Custom geographical regions to

Import ad campaign-related
csv csv report and analyze data that
dimensions, such as source
align with your business
Campaign data Geographical data

[GA4] About Data Import | [GA4] Understand data sources | [GA4] About cost data | [GA4] About item data | [GA4] About user data | [GA4] Import offline events
 Fundamental GA4 Audience Concepts Identity & Segmentation
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Understanding GA4 Reporting Identity Spaces

● Create a single user journey from all of the data

associated with the same User-ID.

● Integrated across all reporting, analysis and

insights, and does not require a separate User-ID
reporting view.

● Improve accuracy of reporting by utilizing first-

party IDs in addition to Google Signals.

[GA4] Reporting identity | [GA4] User-ID for cross-platform analysis

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Understanding GA4 Audience Builder Rules

Within Same Event Within Same Session Across All Sessions

Audience builder conditions must be met Audience builder conditions must be met Audience builder conditions are evaluated
within exact same event, typically looking at within same session, across events across user lifetime, optionally bound by
event parameters (optionally in event sequence) lookback window

Identify users who added to cart certain Identify users who viewed onsite Identify users visiting during last 30
items with total price > x promo, and also purchased items days who also made a purchase

[GA4] Create, edit and archive audiences

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Understanding Available Data for Segmentation

Google Signals Metrics Events User-Scoped Data

Behavioral and profile data Quantitative measurement of user Data tied to specific events, and Data tied to individual users,
captured of signed-in user by behavior, i.e purchase value. Can corresponding parameters. persisting throughout user lifetime.
Google, consolidated in pre- be event-specific These describe specific user actions Captured on app & web, or via
built Google Audiences or apply across user lifetime. and metadata. Data Import.

Age Group Event Count Session_Start User Country

Interests Lifetime Sessions Add_To_Cart Last Purchase Date

Device Type $ Purchase Revenue View_Content Loyalty Membership Tier

[GA4] Create, edit and archive audiences | [GA4] Recommended Events | [GA4] Enable Google Signals | [GA4] Dimensions and Metrics
 Fundamental GA4 Audience Concepts Audience Activation
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Activation Endpoints for GA4 Audiences

Google Audience Signals * * requires new

SA360 experience
Audience data such as Affinity segments
and Demographic data
Centrally configure Export audiences
Audiences in GA4 to Google Ads, DV360
Audience Builder & SA360 *
Cross Device User-ID

Reach users across cross-device and/or GDA Gmail

Display
cross-platform 3P

Predictive Metrics (pMetrics)

Use pMetrics such as Purchase probability Video

RLSA YouTube
or Predicted revenue 3P

Data is shared between platforms

Dimensions, Metrics and Events

- Remarketing Audiences
Leverage existing data or create custom - Seed Audience for Similar Audiences
dimensions and metrics - Behavior tracking on the target audience

Google Signals must be explicitly enabled on the property to export audiences to Google Ads & DV360
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Activation Methods for GA4 Audience Export

Target Audience Exclude Audience Expand Audience Trigger Events

Define audience in GA4, sync Define audience in GA4, Define audience in GA4, Create Audience Triggers based on
to activation endpoint, and use sync to activation endpoint, sync to activation endpoint, GA4 audience to fire conversion
as 1P Audience List for and exclude audience from use as input for Optimized events, used as signals for smart /
targeting. campaign targeting Targeting / Similar Audiences auto bidding

Target cart abandoners with Exclude recent purchasers Reach users with similar traits Optimize bids to highly
specific items in cart from Awareness campaign as high-value users engaged audiences

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

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Audience Triggers for GA4 Conversion Export

Create a new event when a user becomes a member of an audience

Acquire loyal users / improve Acquire the most Leverage ML Based Audiences Use your own custom
overall ROI valuable users audience criteria
Trigger an event once users qualify
Trigger a conversion event when Trigger an event when users cross a for ML-based audience, i.e high Trigger an event based on your
users enter your “loyal users threshold of LifeTime Value, and propensity to purchase. own logic, i.e users who
audience” (e.g. users who booked use this event to optimize bids engaged to certain level or
hotel > 3 times) towards. purchased > x items

[GA4] Audience Triggers

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GA4 Audience Use Case Library

Learn about the most common use cases for GA4 audiences with specific examples

GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences:

Retail/Tech CPG/Brand Automotive
 GA4 Audience Use Case Library
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Align Your Audience Strategy & Customer Lifecycle

SEE THINK DO CARE

Audience

Largest addressable Largest addressable Largest addressable Existing Customers

audience in target audience with some audience with specific & with 1 or more recent
demographic / geo identifiable intent recent purchase intent transactions

People who may be People who have shown People who are currently in Current customers,
Moment

interested in your brand / some general interest in the process of buying your who have purchased your
product at some point your products products products previously

Unique Reach Repeat Visits Conversions User Retention

Goals

Website Traffic Engaged Visits Order Value Lifetime Value

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Choose The Starting Point Of Your Maturity Journey

Nascent Emerging Connected Multi-Moment

Marketing campaigns are executed Some use of owned data Audience Data integrated and Dynamic execution optimized
mainly using external data and in automated buying with single- activated across channels toward single-customer business
direct buys with limited link to channel optimisation, testing & with demonstrated link outcomes
sales measurement to ROI or sales proxies across channels

Measurement Infrastructure Audience Activation Bid to Value

Ensure proper data capture & Increase the durability and Combine Google’s machine
architecture is in place to enable efficiency of audience targeting learning with unique customer-
modern marketing measurement. including cross browser and cross owned insights/ data to optimize
environment reach. bidding strategy.
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Pick Your Audience Tactics From Our Use Case Library

SEE THINK DO CARE

Nascent A L S G A L S G A L S G A L S G

Target Website Visitors Target Users Who Target Users With In-The- Target Recently
Within Desired Segment Showed Purchase Interest Moment Purchase Intent Inactive Customers

Emerging A L S G A L S G A L S G A L S G

Exclude Your Target Users With High Target Users With High Target Customers With
Existing Customers Purchase Probability Predicted Revenue High Churn Likelihood

Connected
A L S G A L S G A L S G A L S G

Create High-Value Audiences Optimize Bids Towards Optimize Bids Towards Optimize Bids Towards
For Expansion Users with Specific Intent Specific Product Buyers High-LTV Customers

Multi-Moment
Increase Generate Grow Drive
A L S G
Awareness Leads Online Sales Growth
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Target Visitors Within Desired Geo/Demographic

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach site visitors with traits of specific business interest. Common
examples include reaching visitors in a specific age group,
affinities/interests or located in a particular region.

Audience Examples
● Site Visitors who are Female, aged 18-24 (*)
● Site Visitors based in US East Coast
● Site Visitors interested in Google merchandise

* Google Ads only

Key Action Develop understanding of target geography, demographics & interests, then build corresponding audiences within GA4

[GA4] Create, edit and archive audiences | [GA4] Enable Google Signals
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Exclude Your Existing Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Exclude users who already are your existing customers, such as
users who have purchased items in the past, downloaded your
mobile app or subscribed to newsletters.

Audience Examples
● Exclude people who previously purchased items within a
specific category, such as Lifestyle products
● Exclude people who have registered their purchased products
online / created an online account

Map out your common purchase lifecycle and ask yourself: what defines an “existing customer”?
Key Action
Also understand scope: are customers looked at by single line of business ,or across all business units?

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

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Create High-Value Audiences For Expansion

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Find new users with similar traits / in-the-moment likelihood to
convert as your top customers by utilizing an audience of your
most valuable users as a seed list for Similar Audiences.

Audience Examples
● Users sharing similar traits with existing customers who spent >
$1,000 over the last 90 days
● Users sharing similar traits with existing customers who
repeatedly purchased Youtube merchandise.

Align on internal business definition of most valuable customers – are you measuring it based on stickiness, purchase frequency, purchase revenue
Key Action
or other factors? Ideally, start simple with customers who made > x purchases or spent > x over a given period.

[GA4] Create, edit and archive audiences | [ADS] Optimized Targeting | [DV360] Optimized Targeting
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Target Users Who Showed Purchase Interest

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Engage audiences based on their behaviors on app/web, focussing
on those that indicate purchase interest: browsing product category
pages or adding items to wishlists

Audience Examples
● Users who viewed product detail pages for specific product
categories within last 7 days
● Users who spent at least 1 minute on product-
related pages & screens within last 7 days

Key Action Define specific events for product detail page visits and similar behaviours indicating purchase interest/intent

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

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Target Users With High Purchase Probability

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users with
high/low propensity to purchase. Optionally, look into predicted
first-time buyers / repeat buyers.

Audience Examples
● High propensity to purchase any items
● High propensity to purchase for the first time
● High propensity to purchase, interested in specific items

Key Action Get started with pre-defined purchase propensity audiences, then refine by looking at predicted first-time buyers.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
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Optimize Bids Towards Users with Specific Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific intent signals such as adding items to cart, and use this
event as optimization signals for your campaigns.

Audience Examples
● Users adding items to shopping cart
● Users repeatedly viewing product detail pages
● Users completing newsletter signup

Define your key micro-conversion events, e.g events likely leading to purchase / app install. Experiment with using these micro conversions as an
Key Action
alternative to your conversion-volume based bidding strategies.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

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Target Users With In-The-Moment Purchase Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users showing purchase intent within their current purchase
lifecycle, such as cart-abandoners. Ensure to exclude those who
converted to not target converters.

Audience Examples
● Users who abandoned shopping cart within last week
● Users who initiated signup process, but didn’t complete
● Users who just installed app, but not yet paid subscribers

Key Action Define your average purchase lifecycle length, and key micro-conversion events leading up to macro conversion (purchase etc).

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

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Target Users With High Predicted Revenue

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users likely
to spend the most money. Optionally, look into those who already
made purchases in the past, or never did yet.

Audience Examples
● Predicted top spenders across product lines
● Predicted top spenders who are repeat-purchasers
● Predicted top spenders looking at specific items

Get started with pre-defined predictive revenue audiences, then refine by looking at users with intent signals for specific items. Experiment with
Key Action
supplementing your conversion-volume based strategies with conversion actions from your audience trigger.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
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Optimize Bids Towards Specific Product Buyers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific product purchase intent, especially high-margin items,
optionally prioritising first-time or repeat-buyers.

Audience Examples
● Users adding items worth > $100 into shopping cart
● Users adding items across multiple categories into cart
● Users initiating checkout for repeat purchases

Key Action Classify which items are high-margin / what value you associate with different items & micro-conversion actions.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

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Target Recently Inactive Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users who have been active in the past but no longer are,
such as lapsed purchasers or app users. Re-engage with specific
incentives and personalised offers.

Audience Examples
● 30-Day Inactive Users who previously engaged
● One-Time Purchasers who didn’t visit last 90 days
● Users who installed app, and stopped opening app

Key Action Define expected engagement frequency: do users typically visit each week, month or infrequently?

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

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Target Customers With High Churn Likelihood

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

Churn prob…
EMERGING CONNECTED
churn

Churn probability
Audience Description churn
CHURN PROBABILITY

Utilize in-built ML capabilities to predictively identify users likely

to churn, e.g no longer visit your site / use your app.
Optionally refine to look at those who previously converted.
USER PERCENTILE

Audience Examples churn

● Website Visitors highly likely to churn

● Past Purchasers highly likely to churn
● High-Value customers highly likely to churn

Key Action Identify key incentives for customers to remain loyal, and prioritise high-value customers who are now likely to churn.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
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Optimize Bids Towards High-Value Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events when users
reach a certain milestone in their customer journey, based on
loyalty, lifetime spend, subscription renewals etc.

Audience Examples
● Users who have completed at least 3 purchases
● Users who have spent more than $1,000 over time
● Users who have renewed subscriptions at least once

Key Action Map out key milestones after the first purchase / signup. Consider associating values with non-transactional milestones.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

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GA4 Audience Builder Walkthrough

Familiarise yourself with the Audience Builder UI and get confident with creating audiences
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GA4 Audiences Overview

Audiences vs Segments New Audience

Audiences are used for data activation, and can be used in comparisons
across GA4 reports.
Segments primarily live within GA4 Explorations, the built-in advanced
analysis tool, offering deep-dive into user-level data.

How to Create Audiences within GA4

There are two ways to create audiences in GA4:
● Audience Builder – via Configure > Audiences.
● Segment Builder – via Explore > Exploration > Segments.

Reviewing GA4 Audiences

GA4 Audience Manager offers a consolidated view of all audiences
created, their size and WoW change in size.

Key Learning Segments are an easy way to start exploring new audiences and gain some insights, before building / activating actual audiences.

[GA4] Create, edit and archive audiences

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GA4 Suggested Audiences

Suggested Audiences Overview Build new Audience
Analytics provides a number of fully configured audiences that you can
use as is or modify if necessary, aligned to your chosen business category
and recommended events.

Audience Examples
● Recently Active Users
● 7-Day Lapsed Users
● Cart Abandoners

How To Create/Use Them?

Navigate to GA4 Audience Builder, choose either [General] or your
business category, i.e [Retail/E-Commerce]. Pick your Suggested
Audience and modify as required.

Key Learning Suggest Audiences require specific Recommended Events aligned to your business category.

[GA4] Suggested Audiences

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GA4 Audience Templates

Audience Templates Overview
Audience templates are partially configured audiences, already
identifying a set of dimensions and/or metrics that form basis of widely
applicable audiences for app- and web-based businesses.

Audience Examples
● Users falling into specific Age Group & Gender
● Users who previously used a specific type of device
● Users coming from a particular campaign / channel

How To Create/Use Them?

Navigate to GA4 Audience Builder > Templates, then select either
Demographics, Technology or Acquisition. Define audiences from
provided audience rule criteria (they are AND-combined).

Key Learning Audience Templates serve as a starting point for GA4 Audience creation by providing a template related to major audience types.

[GA4] Audience Templates

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GA4 Predictive Audiences

Predictive Audiences Overview
Google Analytics automatically enriches your data by leveraging Google
machine-learning expertise to predict future behavior of your users A
predictive audience is an audience with at least one condition based on
these model outputs, e.g predictive metrics.

Audience Examples
● Likely 7-Day Purchasers
● Likely 7-Day Churning Users
● Predicted 28-Day Top Spenders

How To Create/Use Them?

Navigate to GA4 Audience Builder > Predictive. Choose relevant
predictive audience, such as Likely 7-day churning users.

Key Learning Predictive Audiences move beyond targeting on explicit signals, and are an entry point for any model-based activation and bidding.

[GA4] Predictive Audiences

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GA4 Custom-Built Audiences

Custom-Built Audiences Overview
You create an audience by setting conditions based on the dimension,
metric, and event data you collect from a property. After you create an
audience, it accumulates users who meet the conditions from that point
onward.

Audience Examples
● Previous Purchasers Who Haven’t Been Active Recently
● People Adding Specific Items into Shopping Cart
● Users Coming from Youtube, Not Yet Converted

How To Create/Use Them?

Navigate to GA4 Audience Builder, choose [Create A Custom Audience].
Apply rule criteria as required for your audience.

Key Learning Custom Audiences offer maximum flexibility on GA4 audience creation, and are best utilised by Analysts / Data Managers.

[GA4] Create, edit and archive audiences

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GA4 Audience Builder Interface

Select Events, Metrics or Specify how long users stay in

Dimensions for your rule. audience once qualified

Look for specific parameter Fire (conversion) events if

values in your rule condition users qualify for audience

Exclude users temporarily or Review estimated audience

permanently if qualifying size based on historical data

Add condition groups, or set Set scope: within event, in

sequence of actions session or across sessions

Start with pre-defined audience templates & suggested audiences, and refine them. Start with simple audiences, and experiment by
Key Learning
adding/removing conditions to see how those rules would affect audience size. Test & Learn!

[GA4] Create, edit and archive audiences

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Condition Scope & Operators in GA4 Audiences

Condition Scope
● Across All Sessions : Checks conditions across user lifetime, for event
rules can specify lookback window across session
● Within Same Session :Checks conditions within same session, usually
for eCommerce audiences, can be across events.
● Within Same Event : checks conditions within exact same event.

Rule Operators
● Condition groups AND-combined, individual conditions AND/ OR -
combined. Temporary/ Permanent Exclusions separately.
● Rule Operator Example:
[Add-to-Cart Item A OR Add-to-Cart Item B]
[AND based in USA]
[NOT Purchased Anything Last 7 Days]

Key Learning Typically you’ll go with Across All Sessions to define audience, but for eCommerce-specific targeting other scopes may be valid too

[GA4] Create, edit and archive audiences

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Static / Dynamic Evaluation in GA4 Audiences

Static Evaluation
Static evaluation includes users if the condition was ever true for them,
regardless whether they still satisfy the condition. Select At Any Point In
Time for a given rule to enable Static Evaluation.

Example → Users who have ever visited site on Firefox browser.

Dynamic Evaluation
Dynamic evaluation includes users when they meet the condition and
excludes them when they do not, e.g it looks at a just-in-time snapshot of
their activity and associated profile data.

Example → Users who (most recently) visited from Youtube ads.

Key Learning Static evaluation can be a powerful tool to define non-exclusive “realms” of users, i.e Firefox-Users, Apple-Users or Youtube-Users.

[GA4] Create, edit and archive audiences

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Dynamic Lookback in GA4 Audiences

Dynamic Lookback Concept
When you build audiences in Google Analytics, you configure the
audience definition to dynamically include or exclude users who satisfy
the value of the “event_count” parameter within the last N days. This
option is available only when you use events in the rule.

Dynamic Lookback Examples

● People who made purchase within last N days
● People who didn’t visit your site during last N days
● People who made repeat purchases in any N-day time period

Dynamic Lookback Negative-Clause

To look at users who triggered event LESS than N times, simply exclude
users who triggered event MORE than N-1 times

Utilize Dynamic Lookback to add a Recency / Frequency element to your audience segmentation. Consider combining with other event-specific
Key Learning
parameters, e.g users added specific item to cart AND and did that within last N days.

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Time-Windowed Metrics in GA4 Audiences

Time-Windowed Metrics Concept
Conditions also support time-windowed metrics: you can specify that a
metric condition can be true during any point in the lifetime of a user or
that it must be true during a specific number of days (e.g., > 5 during any
7 day period).

Time-Windowed Metrics Examples

● Target users who made > 3 purchases
● Target users who spent > $500 during their lifetime
● Target users who spent at least 30 mins total on site

Time-Windowed Metrics How-To

Select any available Metric, apply rule, i.e LTV > 500. Optionally choose
time period during which rule needs to be satisfied

Key Learning Time-windowed metrics are particularly useful when looking at event frequency, or value-based segmentation (e.g LTV).

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Predictive Metrics in GA4 Audiences

Predictive Metrics Concept (pMetrics)
Predictive metrics apply Google's machine learning to unlock the
predictive power in your historical business data.

Predictive Metrics Examples

● Purchase Probability within next 7 Days
● Churn Probability within next 7 Days
● Predicted Revenue within next 28 Days

How to build audiences with pMetrics?

● Within GA4 Audience Builder, select [Predictive]
● Choose pMetric of interest, i.e Predicted Revenue
● Adjust percentile of audience to include based on pMetric score, i.e
top 10% predicted top spenders within user base

Key Learning Utilize predictive metrics to get started with model-based data activation; optionally refine with additional targeting criteria.

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Sequences in GA4 Audiences

Sequences Concept
You can use sequences to create audiences based on users who have
completed a series of conditions. The condition can occur at the user
level, the session level, or the event level, either as the immediate next
event or indirectly following. You can apply time constraints, e.g next
step needs to happen within X minutes.

Session-Level Sequence Example

Users who viewed a product promotion, then added items to cart and
completed purchase within same session

User-Level Sequence Example

Users who made a purchase on your website, then installed the mobile
app, and made another purchase in the app.

Key Learning Use Sequences to target users who completed some parts of a desired customer journey.

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Exclusion Rules in GA4 Audiences

Exclusions Concept
Besides including users based on specific criteria, you can choose
exclude users who satisfy some criteria. Pick Temporary Exclusion to
exclude users as long as they satisfy the exclusion rule with a chance to
be added to the audience once they no longer fall into the exclusion rule.
In contrast, Permanent Exclusion would forever exclude and user who
meets that condition at any time.

Temporary Exclusions Example

You define a cart-abandoner audience. You include users who added
items into cart, and exclude those who made a purchase.

Permanent Exclusions Example

You define a non-purchaser audience. In this case, you exclude
all users who ever made a purchase (or a given time period).

Permanent exclusions are useful for clear-cut exclusions based on user-level signals, such as geography or the fact whether they are “converters”
Key Learning
or not. Temporary exclusions are useful in excluding users who perform certain actions in the moment.

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Using Audience Triggers as Conversion Events

Audience Trigger Concept
Audience triggers let you trigger events when users match the definition
of an audience and become members. Analyze these events in reports, or
use them as conversions for bidding.

Audience Trigger Examples

● Users who made purchase with value > $100
● Users who completed a repeat-purchase

How to build Audience Triggers?

Define your GA4 Audience as usual, then select Audience Trigger.
Decide whether to fire event only once, or when users re-qualify for
audience. Optionally, mark event as conversion event, (e.g to export GA4
conversion to use as smart bidding signal).

Key Learning Audience Triggers de-facto replace Universal Analytics Goals, and can be used as supplementary conversion-based bidding signals.

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Membership Evaluation in GA4 Audiences

How Audience Membership Gets Evaluated
Once built, GA4 will add users to the audience once they satisfy specified
criteria, and keep them in the audience for the defined membership
duration (up to 540 days).

Role of GA4 Reporting Identity

Users with user-id captured across multiple devices will have all their
devices added; the same applies for users identified across devices
through Google Signals.

Impact of Cookie-Deletion | Exclusions

If users delete cookies / device data, they get removed from the audience.
Similarly, if users satisfy a temporary or permanent exclusion rule, they
get removed from the audience.

Key Learning GA4 Audiences populate over time. Their size can vary over time depending on cookie lifespan, reporting identity and exclusions.

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Propensity to Purchase Audience

Audience Overview Predicted Top Spenders 28-Days

Target users based on predictive model outputs, such as their propensity

to purchase. Predictive audiences look at behavioral signals across your
audience, compared to a truth set of actual purchasers to identify their
likelihood to also purchase.

How To Create This Audience?

● Navigate to GA4 Audience Builder interface, select
Predictive Audience > Predicted Top Spenders 28 Days.
● Select desired percentile of users based on predicted spend over next
28 days, e.g predicted top 10% spenders
● Optionally add additional criteria to rule, such as only include
predicted top spenders who also made a purchase in the past

Considerations Consider refining predictive audience to only look at predicted first-time purchasers / repeat purchasers.

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Users Originating from Specific Campaign

Audience Overview
Target users who came from a particular campaign or channel. Decide
whether to look at users who (most recently) came from a given
campaign, or whether this campaign was the one that brought them to
your website the very first time (e.g acquisition).

How To Create This Audience?

● Navigate to GA4 Audience Builder interface, select Audience
Template > Acquisition, or build Custom Audience
● Using the Acquisition Audience Template, simply pick First User
Campaign, Medium, Source and apply rules as needed
● With Custom audiences, you select either first user campaign,
medium, etc, or look at the ones most recently associated with the
given user. Optionally, apply additional filters.

Considerations Be very mindful with the definition of campaign origin; usually you’ll look at users who at any point came from a given campaign

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Cart Abandoners With Specific Items

Audience Overview
Target users who are amidst their purchase lifecycle, e.g adding items to
the shopping cart, but haven’t purchased yet. Optionally filter into users
who added specific sets of items or with cart value above a certain
threshold. Limit lookback to set # of days.

How To Create This Audience?

● Navigate to GA4 Audience Builder > Create New Audience
● First, pick add_to_cart event; decide whether to only include users
who added items to cart over a given time period or any user who ever
did that; optionally look at users only if they added specific items
rather than any item
● Second, temporarily exclude users who completed a purchase; we
recommend to trim this exclusion to N days time period.

Considerations Assess your average purchase cycle length, and ensure to exclude users who purchased within the selected time range.

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Users Purchased Item A, Not Item B

Audience Overview
Target specific buyer groups, such as users who purchased one item, but
not any other complementary item. Use this audience for cross- and
upsell campaigns. Alternatively, target users who purchased items across
a range of categories (buy item A AND B)

How To Create This Audience?

● Navigate to GA4 Audience Builder > Create New Audience
● First, select purchase (or similar) conversion event. Apply a rule to
only include users who purchased certain item(s).
● Second, apply a permanent exclusion rule to filter out users who
purchased different item(s). This way you only look at users who
purchased A, but not B.
● Optionally, limit the lookback of this audience to N days.

Considerations Map out common cross- and upsell patterns within your audience, and target users who haven’t been cross-sold yet.

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Users Who Opened App & Then Uninstalled It

Audience Overview
Re-engage users who performed certain parts of a customer journey, but
who may not have reached the endpoint, such as users installing the app,
and subsequently uninstalling it. Another example would be users who
abandoned a signup process.

How To Create This Audience?

● Navigate to GA4 Audience Builder > Create New Audience
● Click Add Sequence, and start your Sequence with [first_open]
● Add another step, picking the [app_remove] event
● In this second step, specify Indirectly Followed By, and set the Time
Constraint to a reasonable time period, e.g 1 day
● Optionally, you could add additional steps in-between, such as users
who opened app, did a certain milestone, then uninstalled

Considerations Use Path Analysis to understand key dropoff points within your customer journey, then target users stuck at a certain journey stage

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

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Common GA4 Audience Insights

Review audience profile, cohort & overlap insights for your media planning.
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Why should you use GA4 Explorations?

Free, fast, and flexible user-centric analysis tool for

Google Analytics 4 customers that helps explore,
discover, compare, and act.

Ease-of-use
Drag and drop dimensions and metrics onto the
analysis canvas, switch between analysis
techniques, and export your findings.

Advanced Analytics
Use Analysis to explore your data in depth and
answer complex questions about your users

Visual Segmentation
Create GA4 Audiences on-the-fly by simply
selecting a particular section of your data

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Getting Started With GA4 Explorations

Access Explorations

Explorations has variety of pre-made templates, aligned to business use cases (i.e User
Acquisition) or analysis techniques (Funnel Analysis).

Click on template gallery to explore more or click on Blank to start a blank

exploration for full analytics flexibility.

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GA4 Explorations Interface : Variables

Variables are a subset of data, attributes, and measurements that

make up your analysis.

They can be segments like “mobile traffic,” dimensions like

“country,” or metrics like “first_open.”

Drag and drop these variables into the Tab settings technique to
create a visualization of your analysis.

Start with segments (traffic sources, country, brands) which represent

largest volume of your users. This will allow you to better understand
visualization granularity as you a beginner. Avoid using fringe use-cases at
start (low volume markets, device types etc)

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GA4 Explorations Interface : Tab Settings

Tab Settings Panel This panel shows the settings for your current
analysis tab, and it’s where you’ll choose an analysis technique.

You can create several analysis tabs and keep them open at the
same time.

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GA4 Explorations Interface : Segments

Segments is a small group of your data.

For example, a segment might be users from a particular country or

city. Another segment might be users who purchased a product.

Use the predefined segments, or create new segments from scratch.

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GA4 Explorations Interface : Dimensions

Dimensions are a particular feature or attribute of your data. For

example, the dimension City indicates the city like "Paris" or "New
York.”

Dimensions are most often organized into rows, and metrics are
organized into columns.

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GA4 Explorations Interface : Metrics

Metrics are quantitative measurements or information that can be
measured and written down with numbers.

For example, the metric "Session" is the number of sessions that

began on your site or app.

Combine the Session metric with the City dimension to see the
number of sessions for each city.

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GA4 Explorations Interface : Visualizations

Select visualization
Changes the appearance of the currently selected technique. For
example, you can display an exploration as a table, pie chart, or
line graph. Not all techniques have multiple visualizations.

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GA4 Explorations Interface : Configuration Settings

Configuration Options:
Most GA4 exploration techniques support breakdown by
dimensions, applying various metrics, and comparing different
segments, plus filtering data to a subset

Filters:
Focus on the data that's most important to you. You can filter on
dimensions, metrics, or both.

What You Can Do

Drag Segments to Segment Comparison
Drag Dimensions to Rows
Drag Dimensions to Columns
Drag Dimensions to Filters
Drag Metrics to Values

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GA4 Explorations Interface : Creating An Audience

Visual Segmentation
Click on any subset of your data to create automatically the
corresponding GA4 segment , i.e in a breakdown of total users by
geo, select a particular channel.

By clicking [Create Segment from Selection], the Segment Builder

interface opens up, with the related GA4 Segment pre-configured.
By selecting Build An Audience, an GA4 audience for activation
will be created as well.

Not all techniques support creating a segment and related GA4

Audience, such as Cohort Analysis.

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What’s the demographic composition of my audience?

About This Type of Audience Insight
Learn about the composition of your audience, based on age, gender,
interests and geographic data available

Ways to Leverage Audience Insight

● Understand age/gender distribution within audience
● Identify main countries your audience is based in
● Understand which interests your audience is over-indexing on

Step-By-Step Guide
1.Ensure Google Signals are enabled in your GA4 property
2.Create Free Form Exploration, choose Donut Chart as visual
3.Create relevant segment(s) mirroring your target audience(s)
4.Choose demographic / geographic dimension as breakdown
5.Pick Total Users, or other metric of interest

Key Action Ensure Google Signals have been enabled. Focus your analysis initially on geographics & interests.

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Which campaigns typically acquire my audience?

About This Type of Audience Insight
Learn which types of campaigns typically help acquire your target
audience, and what it tells you about where to best find them

Ways to Leverage Audience Insight

● Understand which channels most contribute to your audience
● Identify particular campaigns that drive traffic of your audience

Step-By-Step Guide
1.Validate your campaign tagging / naming taxonomy
2.Create Free Form Exploration, choose Donut Chart as visual
3.Create relevant segment(s) mirroring your target audience(s)
4.Choose campaign, channel or similar for your breakdown
5.Start with looking at Total Users, then at Purchasers etc.

Key Action Ensure campaigns are tagged appropriately. Start your analysis at channel-level before going deeper.

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Which items does my audience purchase most?

About This Type of Audience Insight
Learn which items your audience typically purchases, which content your
users consume, or what sections they browse

Ways to Leverage Audience Insight

● Identify most popular product categories of your audience
● Identify which onsite / in-app content is popular with them

Step-By-Step Guide
1.Ensure eCommerce events are enabled and captured reliably
2.Create Free Form Exploration, choose Donut Chart as visual
3.Create relevant segment(s) mirroring your target audience(s)
4.Choose product category, item name or similar as breakdown
5.Pick Purchases, Add-to-Carts, Item-Views etc as your event

Key Action Ensure eCommerce events & dimensions are reliably captured. Start analysis at product category level before drilling deeper.

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What are key drop-off points for my audience?

About This Type of Audience Insight
Understand the path to conversion of your audience, key sticky points in
their journey and how their path might be unique.

Ways to Leverage Audience Insight

● Compare audience likelihood to convert with [All Site Visitors]
● Understand key drop-off points in eCommerce purchase funnel

Step-By-Step Guide
1.Ensure eCommerce events are enabled and captured reliably
2.Create Funnel Analysis exploration with a Standard Funnel
3.Create relevant segment(s) mirroring your target audience(s)
4.Create your funnel sequence, i.e view item > add cart > buy
5.Optionally filter funnel to sub-segments of users

Key Action Ensure eCommerce events & dimensions are reliably captured. Start with simple purchase funnel.

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What influences my my audience’s path to conversion?

About This Type of Audience Insight
Measure difference in audience likelihood to convert between different
referral channels / geos / interest groups

Ways to Leverage Audience Insight

● Look at funnel completion impact from referral source
● Look at device-specific impact on funnel completion

Step-By-Step Guide
1.Ensure eCommerce events are enabled and captured reliably
2.Create Funnel Analysis exploration with a Standard Funnel
3.Create relevant segment(s) mirroring your target audience(s)
4.Create your funnel sequence, i.e view item > add cart > buy
5.Add dimension of choice as breakdown, i.e first-touch medium

Key Action Ensure eCommerce events & dimensions are reliably captured. Start with monitoring funnel impact from referral source & geo.

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What’s the level of stickiness of my audience?

About This Type of Audience Insight
Review stickiness and loyalty of your audience over a chosen time
period, indicated by engagement event of your choice

Ways to Leverage Audience Insight

● Identify % of users who visit site / open app again
● Compare long-term stickiness of audience vs All-Users

Step-By-Step Guide
1.Align on which event defines Repeat-Visit | Re-Engagement
2.Create Cohort analysis exploration, based on First Visit Date
3.Create relevant segment(s) mirroring your target audience(s)
4.Pick event that identifies re-engagement as “Return Criteria”
5.Choose appropriate time range based on customer lifecycle

Key Action Start simple with defining re-engagement based on session_start, and choose at least 3 months time range for your analysis.

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How likely is my audience to re-engage / re-purchase?

About This Type of Audience Insight
Compare likelihood of repeat purchase | high lifetime value between
audiences of different buyer groups

Ways to Leverage Audience Insight

● Identify likelihood to purchase again for chosen audience
● Identify likelihood to hit certain lifecycle milestone in audience

Step-By-Step Guide
1.Align on which events best describe key conversion milestones
2.Create Cohort Analysis exploration, based on 1st Purchase Date
3.Create relevant segment(s) mirroring your target audience(s)
4.Pick event describing conversion | purchase as “Return Criteria”
5.Choose appropriate time range based on customer lifecycle

Key Action Start simple by looking at purchase event only, comparing All-Purchasers against a subset of purchasers (i.e order value > $500)

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How much do app and web users overlap?

About This Type of Audience Insight
Understand platform- and device overlap within your user base, for
media planning and site experience optimization

Ways to Leverage Audience Insight

● Identify %-overlap between app and web users
● Identify %-overlap between desktop and mobile users

Step-By-Step Guide
1.Enable Google Signals and/or User-ID for x-device analytics
2.Create relevant segment(s) mirroring your target audience(s)
3.Create Segment Overlap exploration, with segments of choice
4.Add additional metrics, such as ARPU, # Purchases or similar
5.Optionally, create GA4 audience from overlapping segments

Key Action For cross-device analytics, ensure User-ID and/or Google Signals are enabled, and App & Web environments are collecting data.

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How much do different buyer groups overlap?

About This Type of Audience Insight
Understand size of opportunity from cross- and upsell between buyer
groups, and which items are usually bought together

Ways to Leverage Audience Insight

● Identify cross- and upsell opportunities within your audience
● Identify ROI impact from users purchasing across categories

Step-By-Step Guide
1.Ensure eCommerce events are enabled and captured reliably
2.Create relevant segment(s) mirroring your target audience(s)
3.Create Segment Overlap exploration, with segments of choice
4.Add additional metrics, such as ARPU, # Repeat-Buys or similar
5.Optionally, create GA4 audience from overlapping segments

Key Action Ensure eCommerce events & dimensions are reliably captured. Keep analysis initially at product category level for simplicity.

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How much do users from different channels overlap?

About This Type of Audience Insight
Learn how user bases sourced from different channels and/or campaigns
overlap, measured in audience size and ROAS figures

Ways to Leverage Audience Insight

● Identify unique reach within particular mktg channel
● Identify ROAS-benefit from combined campaign exposure

Step-By-Step Guide
1.Validate campaign tagging / naming taxonomy
2.Create relevant segment(s) mirroring your target audience(s)
3.Create Segment Overlap exploration, with segments of choice
4.Add additional metrics, such as ARPU, # Purchases or similar
5.Optionally, create GA4 audience from overlapping segments

Key Action Ensure campaigns are tagged appropriately. Start simple by comparing audience overlap between different channels.

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Activation Targets for GA4 Audiences

Be clear on where you can use GA4 audiences for targeting, bidding & experimentation
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GA4 Audience Activation Endpoints & Methods

Google Ads Search Ads 360 (*) Display Video 360 Optimize 360 Firebase
Sync audiences & Sync audiences & Sync audiences & Sync audiences & Sync audiences, user
conversion events conversion events conversion events conversion events properties & conversion
to Google Ads to SA360 to DV360 to Optimize 360 events to Firebase

Targeting for Targeting for

Audience Export Audience Export Audience Export Web Experiments App Personalization
(all inventory) (Google Ads engine)) (all inventory)
Targeting for Targeting for
Web Personalization In-App Messaging
Conversion Events based Conversion Events based Conversion Events based
on Audience Triggers on Audience Triggers on Audience Triggers Conversion Objective for Targeting for
(Smart Bidding) (Auction Time Bidding) (Custom Bidding) Web Experiments Cloud Messaging

Conversion Goal for

A/B Testing
(*) Requires new SA360 Experience
Conversion Signal for
App Personalization

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GA4 Audience Activation Prerequisites & Caveats

Prerequisites Available Formats Audience Data Limitations

GA4 property and Google Ads | DV360 | Supported Google Ads Formats: Audiences that contain disallowed concepts
SA360 accounts need to be linked. Display, Gmail, RLSA, and YouTube (age, gender, affinity interests, in-market
Google Signals & Ads Personalization (Signed-Out Users Only) interests) will not be shared to SA360 /
settings need to be enabled. Any ad format supported in DV360. DV360

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Target GA4 Audiences in Google Ads campaigns

Ensure Google Ads & GA4 Property correctly linked,
1 Google Signals & Ads Personalization settings enabled

2 Create audience in GA4 Audience Builder

3 Audience automatically synced to linked account

4 Audience available as Your Data Segment in Google Ads

5 Target, exclude, refine or expand audience in campaigns

Considerations Audiences take some time to populate as they’re not retroactive. Audiences can’t contain demographic information.

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Utilize GA4 Audiences as Google Ads Bidding signals

1 Ensure Google Ads & GA4 Property are linked

2 Create audience in GA4 Audience Builder

Define Audience Trigger to fire events whenever users qualify

3 for this audience (for the first time)

Specify which events should be treated as conversion events;

4 export these for bidding into Google Ads

5 Use exported conversion events as smart bidding signals

Considerations Audience Triggers help bid towards micro-conversions or prioritise particularly high-value users in your bidding strategy.

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Target GA4 Audiences in Search Ads 360

1 Ensure you are using the new SA360 experience

Ensure SA360 account & GA4 Property correctly linked,

2 Google Signals & Ads Personalization settings enabled

3 Create audience in GA4 Audience Builder

4 Audience automatically synced to linked account

5 Target, exclude, refine or expand audience in campaigns

Considerations Audiences with demographics or interests data will not be exported. Audiences can only be used within Google Ads campaigns.

[GA4] Analytics Search Ads 360 Integration | [GA4] Enable Google Signals | [GA4] Create, edit and archive audiences | [SA360] Google Ads remarketing lists in Search Ads 360
 Activation Targets for GA4 Audiences Search Ads 360
Proprietary + Confidential

Utilize GA4 Audiences as SA360 Bidding signals

1 Ensure your SA360 manager account & GA4 are linked

2 Create audience in GA4 Audience Builder

Define Audience Trigger to fire events whenever users qualify

3 for this audience (for the first time)

Specify which events should be treated as conversion events;

4 export these for bidding into Search Ads 360

5 Apply GA4 conversion as conversion goal in campaigns

Considerations GA4 conversions are based on non-direct Last Click attribution; usable within Google Ads & Microsoft Advertising campaigns.

[GA4] Analytics Search Ads 360 Integration | [GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [SA360] Conversion Sources | [SA360] Create and apply conversion goals to campaigns
 Activation Targets for GA4 Audiences Display & Video 360
Proprietary + Confidential

Target GA4 Audiences in Display & Video 360

Ensure DV360 account & GA4 Property correctly linked,
1 Google Signals & Ads Personalization settings enabled

2 Create audience in GA4 Audience Builder

3 Audience automatically synced to linked account

4 Audiences identifiable with source = “Google Analytics”

5 Target, exclude, refine or expand audience in campaigns

Considerations Audiences with demographics or interests data will not be exported. Audience size may vary between different inventories.

[GA4] Display & Video 360 Integration | [GA4] Enable Google Signals | [GA4] Create, edit and archive audiences | [DV360] Audience Overview | [DV360] Audience List Targeting
 Activation Targets for GA4 Audiences Display & Video 360
Proprietary + Confidential

Utilize GA4 Audiences as DV360 Custom Bidding Signals

1 Ensure DV360 account & GA4 Property correctly linked

2 Create audience in GA4 Audience Builder

Define Audience Trigger to fire events whenever users qualify

3 for this audience (for the first time)

Specify which events should be treated as conversion events;

4 export these for bidding into Display Video 360

Use GA4 conversions within Custom Bidding scripts, i.e for

5 Weighted Conversions / Value-Based Bids.

Considerations Conversion export based on non-direct Last Click attribution; View-Through conversions not supported.

[GA4] Display & Video 360 Integration | [GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [DV360] Custom Bidding Overview | [DV360] Using GA4 Data in Custom Bidding Scripts
 Activation Targets for GA4 Audiences Non-Media Activation
Proprietary + Confidential

Use GA4 Audiences for Web Personalization (Optimize)

1 Ensure Optimize container & GA4 property are linked

2 Create audience in GA4 Audience Builder

Optionally, use Audience Triggers to fire (conversion) events

3 when users qualify for GA4 audience

Use GA4 Audience in Audience Targeting settings of Optimize

4 A/B Experiment & Personalization

5 Use GA4 Conversions as Objectives for Experiments

Considerations GA4 Audiences can be combined with page-specific targeting; audiences with sensitive data will not be available

[GA4] Google Optimize Integration | [GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [OPT] Introducing Optimize with GA4 | [OPT] Audience Targeting | [OPT] Objective Overview
 Activation Targets for GA4 Audiences Non-Media Activation
Proprietary + Confidential

Use GA4 Audiences for App Personalization (Firebase)

1 Ensure Firebase project & GA4 property are linked

2 Create audience in GA4 Audience Builder

Optionally, use Audience Triggers to fire (conversion) events

3 when users qualify for GA4 audience

Use GA4 audience in targeting settings across Firebase Remote

4 Config, In-App Messaging and Cloud Messaging

Use GA4 conversions as optimization signal for Firebase

5 Personalization, conversion goal for Firebase A/B testing

Considerations Audiences created in GA4 are automatically available within Firebase; Firebase & GA4 utilize the same event-based data model

[GA4] Firebase Integration | [GA4] Create, edit archive audiences | [GA4] Audience Triggers | [Firebase] Cloud Messaging | [Firebase] In-App Messaging | [Firebase] Remote Config | [Firebase] A/B Testing | [Firebase] RC Personalization
Back to Contents Proprietary + Confidential

End-to-end Audience Plan

Step-by-step guidance on how to plan, execute & measure your GA4 Activation pilot
 End-to-end Audience Activation Plan Planning Considerations
Proprietary + Confidential

GA4 Audience Plan Data Requirements

Behavioral Data Transactional Data Advertising Data Customer Data

How do users engage? How do users generate $-ROI? Where did users come from? Who are your customers?
Site/app visit, usage, recency & Online purchase, app install, signup Referral source, acquisition Customer profile, offline event &
frequency, loyalty & churn info and other conversions channel & ads engagement modeled outputs

Visit Website/App Purchase Product Referral URL Age/Gender Profile

Browse Item List Register Account First-Touch Channel Loyalty Member Level

View Onsite Promo Initiate Checkout Most Recent Campaign Predicted Lifetime Value

Key Action Start with GA4 Recommended events, and iterate on refining your web/app data based on priority analytics & activation use cases.
 End-to-end Audience Activation Plan Planning Considerations
Proprietary + Confidential

GA4 Audience Plan Base Audiences

Demographics RFM Channels Lifecycle Cluster

Audiences defined based Audiences defined based Audiences defined based Audiences defined based Audiences defined based
on their demographic on recency & frequency of on referral source / acq on lifecycle (See-Think- on their interest, i.e buyer
profile events channel Do-Care) groups

Users 18-30 y/o Single-Visit 30-Days FT Channel : Youtube Never Browsed Items Buy Apparel Only

Lives in Bay Area 14 Days Lapsed Visited 2x via Google Existing Customer Google-Merch Lover

Mostly Uses Apple Repeat-Visitors Direct-Only User Active Intender Bought Shoes & Hats

Build simple, vertical audiences which describe sub-segments of your population. Use audiences in GA4 reports to unearth added insights about
Key Action
unique behaviors within your user base, product affinities and to align your media strategy to your key audiences.
 End-to-end Audience Activation Plan Planning Considerations
Proprietary + Confidential

GA4 Audience Plan Insight Needs

Which channels do they typically come from? How many of them use Desktop + Mobile?
Ads Device
What type of content is engaging to them? How many site visitors are also app users?

What’s their age/gender profile? What’s their x-product lifetime spend?

Demo ROI
Which country are they mostly based in? How often do they make a purchase?

What products do they care about? What’s their loyalty membership tier?
Interest What’s their cross- and upsell potential? CRM
What’s their predicted churn risk?

Key Action Start with how you’d action on insights: consider changes to audience targeting, campaign delivery, content strategy and more.
 End-to-end Audience Activation Plan Planning Considerations
Proprietary + Confidential

GA4 Audience Plan Test Design

A A A A A A

L L L L L L

C C C C C C

Test Audience Uplift Compare Audiences Compare Messaging

Run Experiments in Google Ads or DV360 Apply multiple GA4 audiences to the same Apply multiple Ads | Creatives to same Ad
to test GA4 audience against platform- ad group | line item, and use reports to see Group | Line Item targeting a particular GA4
native / contextual targeting which ones work best. audience

GA4 Audience #1 performs better GA4 Audience #1 performs better Creative A will perform better than Creative
than native / contextual targeting than GA4 Audience #2 B for given GA4 Audience

No Audience Audience 01 Audience 01 Audience 02 Audience 01 Audience 01

Line Item A Line Item B Line Item A Line Item A Line Item A Line Item A
VS VS VS
Creative A Creative A Creative A Creative A Creative A Creative B

Baseline Variant Baseline Variant Baseline Variant

 End-to-end Audience Activation Plan Planning Considerations
Proprietary + Confidential

GA4 Audience Plan People & Process

Prepare Collect Analyze Activate Measure

★ Define key events to ★ Capture GA4 events ★ Build out audiences for ★ Check if audiences ★ Define measurement
capture on app/web from website / app your use case have synced to your KPIs for campaign(s)
★ Define add’l custom ★ Ingest additional data ★ Analyze audience relevant ad accounts ★ Define testing logic to
data points required as required profile and behavior ★ Build your campaign see audience lift
★ Map out desired CTA ★ Review GA4 config & ★ Refine audience based ★ Add audience to the ad ★ Measure ROI, and
for your audience(s) data collection on insights groups / line items iterate to optimize
RESPONSIBLE

Marketing | Partner Tech | Partner Marketing | Analytics Marketing | Agency Agency | Analytics
CONSULTED

Analytics | Tech Marketing Partner Partner Partner

INFORMED

Leadership Analytics Agency Analytics Leadership

 End-to-end Audience Activation Plan Google Recommendations
Proprietary + Confidential

GA4 Audience Pilot Setup Getting Started

PLATFORM
● Deploy GA4 Sitewide Tag | Firebase App SDK
Complete
● Enable Google Signals & Ads Personalization settings
GA4 Dual Setup
● (optional) Validate GA4 Property & Consent Mode setup

PROCESS

● Link Google Ads | DV360 | SA360 accounts with GA4

Get GA4 Ready for Link Accounts &
● Define ownership of Audience Activation within GA4
Define Activation Process
Audience Activation ● Define testing, measurement & optimization strategy

● Define an internal GA4 | Audiences Squad who act as the internal

PEOPLE

Get End-Users experts / centre of excellence for extended teams

GA4 Ready ● Educate agency and internal users on GA4, aligned to their usual
role ( Planning, Insights, Execution, Measurement)
 End-to-end Audience Activation Plan Google Recommendations
Proprietary + Confidential

GA4 Audience Pilot Setup Increase Awareness

COLLECT
Capture ● Deploy GA4 Sitewide Tag | Firebase App SDK
Web/App ● Capture content metadata (i.e topic) as event parameters
Behaviors ● Fire events on content engagement, such as video views

ANALYZE

Increase Define ● Build audiences based on demographic profile

Interest-Based ● Build audiences based on Google-inferred interests
on-target ● Build audiences based on site/app content engagement
Audience
Reach
ACTIVATE

Deliver ● Run brand-awareness campaign, focussed on reach

Awareness ● Test GA4 Audience vs platform-native targeting
Campaign ● Track cost per click / visit as primary campaign KPI
 End-to-end Audience Activation Plan Google Recommendations
Proprietary + Confidential

GA4 Audience Pilot Setup Generate Leads

COLLECT
Capture ● Deploy GA4 Sitewide Tag | Firebase App SDK
Interest ● Fire micro-conversion events on signals of interest, such as
Signals browsing item lists, or filling out lead forms

ANALYZE

Use platform in-bult Build ● Build audience of people who viewed lead form
Predictive ● Build predictive propensity to purchase audience
predictive signals to ● Build audience of (repeat) item browsers
Audiences
generate hot leads

● Create Lead Generation campaign

ACTIVATE

Execute
● Test GA4 Audience vs platform-native targeting, or predictive
Lead-Gen
propensity audience vs Item-Browsers
Campaign
● Track cost per lead / # micro-conversions as your KPI
 End-to-end Audience Activation Plan Google Recommendations
Proprietary + Confidential

GA4 Audience Pilot Setup Grow Online Sales

COLLECT
Capture ● Deploy GA4 Sitewide Tag | Firebase App SDK
eCommerce ● Capture eCommerce events / recommended events.
Events ● Ensure macro- and micro-conversion events are defined

● Build predictive propensity to purchase audience

ANALYZE

Maximize ROI Define

● Build purchase intender audience, i.e add-to-cart
Intender
by optimizing to ● Define audience trigger based on high-value product purchase
Audience
intenders, i.e users with basket value > $1,000
Purchase Intenders

● Create campaign to Drive (Online) Sales

ACTIVATE

Optimize campaign ● Target purchase intenders | purchase propensity audience

towards Intenders ● Optimize campaign towards high-value purchasers / intenders,
choosing # conversions + ROAS as KPIs
 End-to-end Audience Activation Plan Google Recommendations
Proprietary + Confidential

GA4 Audience Pilot Setup Drive (App) Growth

COLLECT
● Deploy GA4 Sitewide Tag | Firebase App SDK
Unify GA4 Signals
● Specify ID as match key (User-ID), and capture it online
with CRM Data
● Ingest CRM data, keyed to the above defined User-ID

ANALYZE

Personalize web/app Define

● Build audience of existing customers (as per CRM)
● Build audience based on CRM information, i.e content
experiences for CRM Audience
preferences / loyalty member tier or similar
Specific audience

● Create web personalization in Optimize, tailoring content to

ACTIVATE

Personalize existing customers, with # purchases as objective

Web/App Experience ● Create app push notification, targeting lapsed app users with
promotional offers, with # DAU or ARPU as objective
 Proprietary + Confidential

Thank You!
Back to Contents Proprietary + Confidential

GA4 Audiences for Retail/Tech

Learn about the most common use cases for GA4 audiences with verticalized examples

GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences:

Retail/Tech CPG/Brand Automotive
 GA4 Audiences for Retail/Tech
Proprietary + Confidential

Align Your Audience Strategy & Customer Lifecycle

SEE THINK DO CARE

Audience

Largest addressable Largest addressable Largest addressable Existing Customers

audience in target audience with some audience with specific & with 1 or more recent
demographic / geo identifiable intent recent purchase intent transactions

People who may be People who have shown People who are currently in Current customers,
Moment

interested in products some general interest in the process of buying your who have purchased your
at some point your product range products products previously

Unique Reach Repeat Visits Conversions User Retention

Goals

Website Traffic Engaged Visits Order Value Lifetime Value

 GA4 Audiences for Retail/Tech
Proprietary + Confidential

Choose The Starting Point Of Your Maturity Journey

Nascent Emerging Connected Multi-Moment

Marketing campaigns are executed Some use of owned data Audience Data integrated and Dynamic execution optimized
mainly using external data and in automated buying with single- activated across channels toward single-customer business
direct buys with limited link to channel optimisation, testing & with demonstrated link outcomes
sales measurement to ROI or sales proxies across channels

Measurement Infrastructure ( Audience Activation Bid to Value

Link) (Link) (Link)
Ensure proper data capture & Increase the durability and Combine Google’s machine
architecture is in place to enable efficiency of audience targeting learning with unique customer-
modern marketing measurement. including cross browser and cross owned insights/ data to optimize
environment reach. bidding strategy.
 GA4 Audiences for Retail/Tech
Proprietary + Confidential

Pick Your Audience Tactics From Our Use Case Library

SEE THINK DO CARE

Nascent A C S G A C S G A C S G A C S G

Target Website Visitors Target Users Who Target Users With In-The- Target Recently
Within Desired Segment Showed Purchase Interest Moment Purchase Intent Inactive Customers

Emerging A C S G A C S G A C S G A C S G

Exclude Your Target Users With High Target Users With High Target Customers With
Existing Customers Purchase Probability Predicted Revenue High Churn Likelihood

Connected
A C S G A C S G A C S G A C S G

Create High-Value Audiences Optimize Bids Towards Optimize Bids Towards Optimize Bids Towards
For Expansion Users with Specific Intent Specific Product Buyers High-LTV Customers

Multi-Moment
Increase Influence Grow Drive
A C S G
Awareness Consideration Online Sales Growth
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Visitors Within Desired Demographic Segment

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach site visitors with traits of specific business interest. Common
examples include reaching visitors in a specific age group,
affinities/interests or located in a particular region.

Audience Examples
● Site Visitors who are Female, aged 18-24 (*)
● Site Visitors based in US East Coast
● Site Visitors interested in Mobile Phones

* Google Ads only

Key Action Utilize market research to determine your desired market segment; leverage Search Console to find out what people search for

[GA4] Create, edit and archive audiences | [GA4] Enable Google Signals
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Exclude Your Existing Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Exclude users who already are your existing customers, such as
users who have purchased items in the past, downloaded your
mobile app or subscribed to newsletters.

Audience Examples
● Exclude people who previously purchased items within a
specific category, such as Lifestyle products
● Exclude people who have registered their purchased products
online / created an online account

Key Action Ensure purchase transactions are captured across business lines, product categories, online & offline.

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Create High-Value Audiences For Expansion

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Find new users with similar traits / in-the-moment likelihood to
convert as your top customers by utilizing an audience of your
most valuable users as a seed list for Similar Audiences.

Audience Examples
● Users sharing similar traits with existing customers who spent >
$1,000 over the last 90 days
● Users sharing similar traits with existing customers who
repeatedly purchased specific items

Key Action Align on internal business definition of most valuable customers – based on purchase frequency, volume or margin.

[GA4] Create, edit and archive audiences | [ADS] Optimized Targeting | [DV360] Optimized Targeting
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Users Who Showed Purchase Interest

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Engage audiences based on their behaviors on app/web, focussing
on those that indicate purchase interest: browsing product category
pages or adding items to wishlists

Audience Examples
● Users who viewed product detail pages for specific product
categories within last 7 days
● Users who spent at least 1 minute on product-
related pages & screens within last 7 days

Key Action Define specific events for product detail page visits and similar behaviours indicating purchase interest/intent.

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Users With High Purchase Probability

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users with
high/low propensity to purchase. Optionally, look into predicted
first-time buyers / repeat buyers.

Audience Examples
● High propensity to purchase any items
● High propensity to purchase for the first time
● High propensity to purchase, interested in specific items

Key Action Get started with pre-defined purchase propensity audiences, then refine by looking at predicted first-time buyers.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Optimize Bids Towards Users with Specific Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific intent signals such as adding items to cart, and use this
event as optimization signals for your campaigns.

Audience Examples
● Users adding items to shopping cart
● Users repeatedly viewing product detail pages
● Users initiating checkout process

Define your key micro-conversion events, e.g events likely leading to purchase / app install. Experiment with using these micro conversions as an
Key Action
alternative to your conversion-volume based bidding strategies.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Users With In-The-Moment Purchase Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users showing purchase intent within their current purchase
lifecycle, such as cart-abandoners. Ensure to exclude those who
converted to not target converters.

Audience Examples
● Users who abandoned shopping cart within last week
● Users who initiated signup process, but didn’t complete
● Users with items in basket, yet to initiate checkout

Key Action Define your average purchase lifecycle length, and key micro-conversion events leading up to macro conversion (purchase etc).

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Users With High Predicted Revenue

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users likely
to spend the most money. Optionally, look into those who already
made purchases in the past, or never did yet.

Audience Examples
● Predicted top spenders across product lines
● Predicted top spenders who are repeat-purchasers
● Predicted top spenders looking at specific items

Get started with pre-defined predictive revenue audiences, then refine by looking at users with intent signals for specific items. Experiment with
Key Action
supplementing your conversion-volume based strategies with conversion actions from your audience trigger.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Optimize Bids Towards Specific Product Buyers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific product purchase intent, especially high-margin items,
optionally prioritising first-time or repeat-buyers.

Audience Examples
● Users adding items worth > $100 into shopping cart
● Users adding items across multiple categories into cart
● Users initiating checkout for repeat purchases

Key Action Classify which items are high-margin / what value you associate with different items & micro-conversion actions.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Recently Inactive Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users who have been active in the past but no longer are,
such as lapsed purchasers or app users. Re-engage with specific
incentives and personalised offers.

Audience Examples
● 30-Day Inactive Users who previously engaged
● One-Time Purchasers who didn’t visit last 90 days
● Users who installed app, and stopped utilizing app

Key Action Define expected engagement frequency: do users typically visit each week, month or infrequently?

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Target Customers With High Churn Likelihood

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

Churn prob…
EMERGING CONNECTED
churn

Churn probability
Audience Description churn
CHURN PROBABILITY

Utilize in-built ML capabilities to predictively identify users likely

to churn, e.g no longer visit your site / use your app.
Optionally refine to look at those who previously converted.
USER PERCENTILE

Audience Examples churn

● Website Visitors highly likely to churn

● Past Purchasers highly likely to churn
● High-Value customers highly likely to churn

Key Action Identify key incentives for customers to remain loyal, and prioritise high-value customers who are now likely to churn.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
 GA4 Audiences for Retail/Tech Awareness Consideration Online Sales Growth
Proprietary + Confidential

Optimize Bids Towards High-Value Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events when users
reach a certain milestone in their customer journey, based on
loyalty, lifetime spend, subscription renewals etc.

Audience Examples
● Users who have completed at least 3 purchases
● Users who have spent more than $1,000 over time
● Users who have reached a particular loyalty tier.

Key Action Map out key milestones after the first purchase / signup. Consider associating values with non-transactional milestones.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

Back to Contents Proprietary + Confidential

GA4 Audiences for CPG/Brand

Learn about the most common use cases for GA4 audiences with verticalized examples

GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences:

Retail/Tech CPG/Brand Automotive
 GA4 Audiences for CPG/Brand
Proprietary + Confidential

Align Your Audience Strategy & Customer Lifecycle

SEE THINK DO CARE

Audience

Largest addressable Largest addressable Largest addressable Existing Customers

audience in target audience with some audience with specific & with 1 or more recent
demographic / geo identifiable intent recent purchase intent transactions

People who may be People who have shown Potential customers, Current customers,
Moment

interested in your brand some general interest in who may buy from your who are loyal purchasers of
at some point your brand / product brand, but not yet loyal your brand’s products

Unique Reach Repeat Visits (Offline) Conversions Loyalty Memberships

Goals

Website Traffic Engaged Visits (Offline) Store Visits Lifetime Value

 GA4 Audiences for CPG/Brand
Proprietary + Confidential

Choose The Starting Point Of Your Maturity Journey

Nascent Emerging Connected Multi-Moment

Marketing campaigns are executed Some use of owned data Audience Data integrated and Dynamic execution optimized
mainly using external data and in automated buying with single- activated across channels toward single-customer business
direct buys with limited link to channel optimisation, testing & with demonstrated link outcomes
sales measurement to ROI or sales proxies across channels

Measurement Infrastructure ( Audience Activation Bid to Value

Link) (Link) (Link)
Ensure proper data capture & Increase the durability and Combine Google’s machine
architecture is in place to enable efficiency of audience targeting learning with unique customer-
modern marketing measurement. including cross browser and cross owned insights/ data to optimize
environment reach. bidding strategy.
 GA4 Audiences for CPG/Brand
Proprietary + Confidential

Pick Your Audience Tactics From Our Use Case Library

SEE THINK DO CARE

Requires CRM Data Import Requires CRM Data Import Requires CRM Data Import

Nascent A C S G A C S G A C S G A C S G

Target Website Visitors Target Users Who Target Users Who Target Customers
Within Desired Geo/Demo Showed Interest Recently Made Purchases Within Specific Segment

Emerging A C S G A C S G A C S G A C S G

Exclude Your Target Users With High Target Users With High Target Customers Likely to
Existing Customers Purchase Probability Predicted Revenue Purchase Soon Again

Connected
A C S G A C S G A C S G A C S G

Create High-Value Audiences Optimize Bids Towards Optimize Bids Towards Optimize Bids Towards
For Expansion Users with Specific Intent Specific Category Buyers High-LTV Customers

Multi-Moment
Increase Influence Grow Drive
A C S G
Awareness Consideration Offline Sales Growth
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Visitors Within Desired Geo/Demographic

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach site visitors with traits of specific business interest. Common
examples include reaching visitors in a specific age group,
affinities/interests or located in a particular region.

Audience Examples
● Users based in particular metro area (i.e NYC)
● Users falling into Female, 18-30 y/o demographic (*)
● Users with affinity to Beauty Products (*)

* Google Ads only

Key Action Utilize market research to determine your desired market segment; leverage Search Console to find out what people search for

[GA4] Create, edit and archive audiences | [GA4] Enable Google Signals
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Exclude Your Existing Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Exclude users who already are your existing customers, such as
users who have purchased items in the past, subscribed to your
newsletter or signed up for your loyalty program

Audience Examples
● Users who registered to your loyalty program
● Users who (regularly) purchase your items in-store
● Users who signed up for your exclusive newsletter

Key Action Encourage D2C engagements where possible to help qualify your existing customer audience, i.e through

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Create High-Value Audiences For Expansion

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Find new users with similar traits / in-the-moment likelihood to
convert as your top customers by utilizing an audience of your
most valuable users as a seed list for Similar Audiences.

Audience Examples
● Customers who reached a high loyalty member tier
● Customers who purchase your items as first-choice (*)
● Customers who purchase your items across categories

* Based on Research data

Key Action Leverage loyalty programs / membership cards to identify sets of valuable customers based on actual purchase data

[GA4] Create, edit and archive audiences | [ADS] Optimized Targeting | [DV360] Optimized Targeting
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Users Who Showed Interest Around Your Brand

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Engage audiences based on their behaviors on app/web, focussing
on those that indicate interest in your brand, such as consuming
branded content or repeatedly visiting

Audience Examples
● Users who repeatedly visited your website
● Users who have browsed your brand blog
● Users who watched onsite video content

Key Action Identify incentives for your consumers to (re-)engage online – giveaways, branded content, exclusive discounts, and more.

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Users With High Purchase Probability

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users with
high/low propensity to purchase. If users don’t buy online, import
observable conversions from CRM instead

Audience Examples
● Users likely to purchase based on in-store conversions imported
from CRM, for the first time
● Users likely to purchase based on in-store conversions imported
from CRM, within particular product category

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed these in-store conversion events from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards Users with Specific Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific intent signals such as looking for physical stores, and use
this event as optimization signals for your ads.

Audience Examples
● Users checking out store locator for a given product
● Users downloading your consumer-facing app
● Users signing up for branded newsletter content

Key Action Be creative with observable micro-conversions, and encourage users to engage beyond in-store purchases (i.e newsletter sign-up)

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Users Who Recently Made Purchases

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users who just made a (first-time) purchase within a range of
your products offline. Encourage loyalty-driving actions, such as
signing up for newsletters / promotions.

Audience Examples
● Users who signed up for your brand’s newsletter
● Users who recently purchased pet food at local retailer using the
store’s loyalty membership card

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed these in-store conversion events from CRM into GA4

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Users With High Predicted Revenue

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users likely
to spend the most money. Optionally, look into those who already
made purchases in the past, or never did yet.

Audience Examples
● Users predicted to become high-spenders based on in-store
spend data of identifiable customers
● Users predicted to become high-spenders, and who have shown
interest across a set range of product categories

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed these in-store conversion events from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards Specific Category Buyers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific product purchase intent, especially high-margin items,
optionally prioritising first-time or repeat-buyers.

Audience Examples
● Users who purchase specific category (i.e parrot feed) at local
retailer using the store’s loyalty membership card
● Users who utilize store-locator for particular product category,
i.e cat toys / parrot cages

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed these in-store conversion events from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Customers Within Specific CRM Segment

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users who fall into particular sub-segments of your
observable customer base, defined by regions, preferred product
categories or most-frequent retailer chains.

Audience Examples
● Users who purchase your items at discount supermarkets
● Users who purchase your items mostly during weekends
● Users who purchase rarely, but in high-quantity

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed enriched customer data from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Target Customers Likely to Purchase Soon Again

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

Churn prob…
EMERGING CONNECTED
churn

Churn probability
Audience Description churn
CHURN PROBABILITY

Utilize in-built ML capabilities to predictively identify users likely

to make another purchase in foreseeable time range.
Optionally look at those who browsed specific categories
USER PERCENTILE

Audience Examples churn

● Users likely to re-engage online, and who previously purchased

within a particular category
● Customers who are responsive to CRM communications about a
particular product category

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed enriched customer data from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences | [GA4] Import Offline Events
 GA4 Audiences for CPG/Brand Awareness Consideration Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards High-Value Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events when users
reach a certain milestone in their customer journey, based on
loyalty, lifetime in-category spend or similar.

Audience Examples
● Customers who have spent $$$ throughout their lifetime based
on offline in-store transactions
● Customers who have reached a specific loyalty tier

Explore data-sharing partnerships with retailers / brick & mortar stores to increase observable pool of existing customers;
Key Action
then start using Data Import to feed enriched customer data from CRM into GA4.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [GA4] Import Offline Events
Back to Contents Proprietary + Confidential

GA4 Audiences for Automotive

Learn about the most common use cases for GA4 audiences with verticalized examples

GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences: GA4 Vertical-Specific Audiences:

Retail/Tech CPG/Brand Automotive
 GA4 Audiences for Automotive
Proprietary + Confidential

Align Your Audience Strategy & Customer Lifecycle

SEE THINK DO CARE

Audience

Largest addressable Largest addressable Largest addressable Existing Customers

audience in target audience with some audience with specific & with 1 or more recent
demographic / geo identifiable intent recent purchase intent transactions

People who may be People who have started People who are currently in Current customers,
Moment

interested in buying a car at looking for a new car, and the process of buying a car, who have purchased your
some point considering your brand ready to commit car previously

Unique Reach Engaged Visits Dealership Visits After-Sales Revenue

Goals

Website Traffic Lead Form Fills Car Purchases Lifetime Value

 GA4 Audiences for Automotive
Proprietary + Confidential

Choose The Starting Point Of Your Maturity Journey

Nascent Emerging Connected Multi-Moment

Marketing campaigns are executed Some use of owned data Audience Data integrated and Dynamic execution optimized
mainly using external data and in automated buying with single- activated across channels toward single-customer business
direct buys with limited link to channel optimisation, testing & with demonstrated link outcomes
sales measurement to ROI or sales proxies across channels

Measurement Infrastructure ( Audience Activation Bid to Value

Link) (Link) (Link)
Ensure proper data capture & Increase the durability and Combine Google’s machine
architecture is in place to enable efficiency of audience targeting learning with unique customer-
modern marketing measurement. including cross browser and cross owned insights/ data to optimize
environment reach. bidding strategy.
 GA4 Audiences for Automotive
Proprietary + Confidential

Pick Your Audience Tactics From Our Use Case Library

SEE THINK DO CARE

Requires CRM Data Import

Nascent A L S G A L S G A L S G A L S G

Target Website Visitors Target Users Showing Target Users With In-The- Target Customers Who
Within Desired Segment Car Purchase Interest Moment Purchase Intent Recently Purchased Car

Emerging A L S G A L S G A L S G A L S G

Exclude Your Target Users With High Target Users With High Target Customers Likely
Existing Car Owners Purchase Probability Predicted Revenue To Purchase Again

Connected
A L S G A L S G A L S G A L S G

Create High-Value Audiences Optimize Bids Towards Optimize Bids Towards Optimize Bids Towards
For Expansion Users with Specific Intent Specific Car Buyers High-Margin Customers

Multi-Moment
Increase Generate Grow Drive
A L S G
Awareness New Leads Offline Sales Growth
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Visitors Within Desired Segment

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach site visitors with traits of specific business interest. Common
examples include reaching visitors in a specific age group,
affinities/interests or located in a particular region.

Audience Examples
● People based in particular metro area
● People falling into specific age group (*)
● People who are classified as Car Enthusiasts (*)

* Google Ads only

Key Action Utilize market research to determine your desired market segment; leverage Search Console to find out what people search for

[GA4] Create, edit and archive audiences | [GA4] Enable Google Signals
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Exclude Your Existing Car Owners

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Exclude users who already are your existing customers, such as
users who have already made a purchase, sent inquiries to
dealerships or are sufficiently aware of your brand

Audience Examples
● People who have already sent dealer inquiries
● People who have recently purchased your car
● People who have claimed after-sales services

Key Action Try to consolidate car purchase information in your CRM for a valid view of your “existing customer base”

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Create High-Value Audiences For Expansion

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Find new users with similar traits / in-the-moment likelihood to
convert as your top customers by utilizing an audience of your
most valuable users as a seed list for Similar Audiences.

Audience Examples
● Users who enquired for upper-class / luxury car models
● Users who purchased upper-class / luxury car models
● Users who purchased multiple cars over a given time

Key Action Try to capture actual car purchase value (and revenue margin); or use proxy values based on car models of interest

[GA4] Create, edit and archive audiences | [ADS] Optimized Targeting | [DV360] Optimized Targeting
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Users Showing Car Purchase Interest

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Engage audiences based on their behaviors on app/web, focussing
on those that indicate purchase interest: browsing car models or
researching for more detailed information

Audience Examples
● Users who repeatedly visited your website
● Users who utilised the Car Configurator
● Users who looked at specific car models / makes

Key Action Map out your customer journey, define key micro-conversion moments, such as Brochure Download or Car Configurator Visit

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Users With High Purchase Probability

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users with
high/low propensity to purchase. Optionally, look into predicted
first-time buyers / repeat buyers.

Audience Examples
● High propensity to purchase any car
● High propensity to purchase a car for the first time
● High propensity to buy, purchased a car in the past

Key Action Utilise proxy events as conversions (i.e Dealership Inquiry) if cars aren’t sold online, but through dealerships / offline stores

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards Users with Specific Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific intent signals such as looking at car configurator, and use
this event as optimization signals for your ads.

Audience Examples
● Users spending > 1 minute at a specific car model’s page
● Users visiting the Car Configurator page
● Users downloading brochure for specific car

Define your key micro-conversion events, e.g events likely leading to car purchase. Experiment with using these micro conversions as an
Key Action
alternative to your conversion-volume based bidding strategies.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Users With In-The-Moment Purchase Intent

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users showing purchase intent within their current purchase
lifecycle, such as users who booked test drives. Exclude those who
converted to not target converters.

Audience Examples
● Users who looked up local car dealerships
● Users who booked test drive during last week
● Users who requested a quote from car dealership

Key Action Define key micro-conversion events leading up to car purchase; ensure you can track actual car purchases in your CRM

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity

 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Users With High Predicted Revenue

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

EMERGING CONNECTED

Audience Description
Utilize in-built ML capabilities to predictively identify users likely
to spend the most money. Optionally, look into those who already
made purchases in the past, or never did yet.

Audience Examples
● Customers likely to purchase high-value car model
● Predicted top spenders who extensively used the car
configurator, e.g adding a few customizations to the car

Key Action Refine predictive revenue segments with explicit signals of high-value purchase intent, i.e adding customizations to the car

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards Specific Car Buyers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events based on
specific purchase intent, especially high-margin car models,
optionally prioritising first-time buyers.

Audience Examples
● Users who booked test drives for high-value car models
● Users who booked test drives for any car, and have used the car
configurator extensively for high-$$$ upgrades

Key Action Map out your highest-value car models and/or additional revenue levers, i.e sunroofs, infotainment systems, after-sale service etc.

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers

 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Customers Who Recently Purchased Car

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

NASCENT EMERGING

Audience Description
Reach users who have committed to purchasing your car, and are in
the onboarding phase of their car ownership lifecycle. Serve them
attractive offers to incite loyalty.

Audience Examples
● Customers who completed purchase transaction during the last
month with a local dealership
● Customers who are yet to receive their custom-built car, but
have already completed the purchase

Key Action Map out your post-purchase onboarding journey, and target users with attractive onboarding / after-sales offerings.

[GA4] Create, edit and archive audiences | [GA4] Reporting Identity | [GA4] Import Offline Events
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Target Customers Likely To Purchase Your Car(s) Again

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

Churn prob…
EMERGING CONNECTED
churn

Churn probability
Audience Description churn
CHURN PROBABILITY

Leverage built-in AI signals to determine customers who are likely

to purchase another car, or churn. Enrich with CRM data signals
indicating sentiment / revenue potential.
USER PERCENTILE

Audience Examples churn

● Customers not likely to churn (e.g not purchase again)

● Customers who own a car, and visited again recently
● Customers who are responsive to CRM communications

Key Action Determine common car purchase lifecycle, and map out opportunities for cross- and upsell across vehicle models

[GA4] Create, edit and archive audiences | [GA4] Predictive Metrics | [GA4] Predictive Audiences | [GA4] Import Offline Events
 GA4 Audiences for Automotive Awareness New Leads Offline Sales Growth
Proprietary + Confidential

Optimize Bids Towards High-Margin Customers

Customer Lifecycle Stage
SEE THINK DO CARE

Digital Maturity Progression

CONNECTED MULTI-MOMENT

Audience Description
Define an audience trigger to fire conversion events when
customers reach a certain milestone in their car ownership journey,
based on loyalty, spend, service renewals etc.

Audience Examples
● Customers who purchased multiple cars over time
● Customers who spent $$$ to customize their cars
● Customers who have signed up for exclusive services

Key Action Optimize your winback / onboarding campaigns towards users whose journey doesn’t end with purchasing an entry-level car

[GA4] Create, edit and archive audiences | [GA4] Audience Triggers | [GA4] Import Offline Events
 Thank You!
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