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Predictive Audiences in GA4 Part 1
One of the most exciting new features for marketers in GA4 is predictive modeling and with it, the ability to build predictive audiences. So what is a predictive audience?
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One of the most exciting new features for marketers in GA4 is predictive modeling and with it, the ability to build predictive audiences. So what is a predictive audience?
What is a Predictive Audience in GA4?
It’s an audience with at least one condition based on a predictive metric. For example, you could build an audience for ‘likely 7-day purchasers’ that includes users who are likely to make a purchase in the next 7 days. Predictive audiences are directly related to the predictive metrics. With predictive metrics, we can learn more about customers just by collecting structured event data, highly specific data that is stored in a predefined format.
Google Analytics 4 automatically enters data by using machine learning algorithms to predict the future behaviour of a user in order to create categories of audiences.
With structured event data from Google Analytics we can create some predictions based on the data. Currently, there are three predictive metrics available – purchase probability, churn probability, and revenue prediction. Currently GA4 offers five audience templates based on the these 3 predictive metrics are divided into four components:
Likely 7 day purchasers – Users who are likely to purchase in the next 7 days.
Likely first time 7 day purchasers – Users who are likely to make their first purchase in the next 7 days.
Likely 7 day churning user – Active users who are not likely to visit your website in the next 7 days.
Likely 7 day churning purchaser – that means purchasing users are not likely to make a purchase from the website in the next 7 days.
Predicted 28-day top spenders – users that are likely to generate the most revenue in the next 28-days.
Check out part 2 - prerequisites required to apply predictive audiences. Get all parts of this series, including prerequisites, how to set up predictive audiences in up in GA4, FAQ’s and even a case study?
Napkyn
Napkyn, a Kepler Group company, is a digital analytics and media solutions provider with more than a decade of experience helping organizations implement and activate high-quality data to make superior business decisions. Trusted by Fortune 1000 companies across North America, Napkyn delivers world-class data management and enterprise enablement solutions to data-driven marketing and technology leaders.
Napkyn is a Google Marketing Platform and Google Cloud Partner, providing technology licensing and modern marketing services that inspire brands and agencies to connect, innovate, and experiment with privacy-forward digital solutions. Learn more about Napkyn at napkyn.com or by following Napkyn on LinkedIn.
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Predictive Audiences in GA4 Part 1
One of the most exciting new features for marketers in GA4 is predictive modeling and with it, the ability to build predictive audiences. So what is a predictive audience?
Napkyn
One of the most exciting new features for marketers in GA4 is predictive modeling and with it, the ability to build predictive audiences. So what is a predictive audience?
What is a Predictive Audience in GA4?
It’s an audience with at least one condition based on a predictive metric. For example, you could build an audience for ‘likely 7-day purchasers’ that includes users who are likely to make a purchase in the next 7 days. Predictive audiences are directly related to the predictive metrics. With predictive metrics, we can learn more about customers just by collecting structured event data, highly specific data that is stored in a predefined format.
Google Analytics 4 automatically enters data by using machine learning algorithms to predict the future behaviour of a user in order to create categories of audiences.
With structured event data from Google Analytics we can create some predictions based on the data. Currently, there are three predictive metrics available – purchase probability, churn probability, and revenue prediction. Currently GA4 offers five audience templates based on the these 3 predictive metrics are divided into four components:
Likely 7 day purchasers – Users who are likely to purchase in the next 7 days.
Likely first time 7 day purchasers – Users who are likely to make their first purchase in the next 7 days.
Likely 7 day churning user – Active users who are not likely to visit your website in the next 7 days.
Likely 7 day churning purchaser – that means purchasing users are not likely to make a purchase from the website in the next 7 days.
Predicted 28-day top spenders – users that are likely to generate the most revenue in the next 28-days.
Check out part 2 - prerequisites required to apply predictive audiences. Get all parts of this series, including prerequisites, how to set up predictive audiences in up in GA4, FAQ’s and even a case study?
Napkyn
Napkyn, a Kepler Group company, is a digital analytics and media solutions provider with more than a decade of experience helping organizations implement and activate high-quality data to make superior business decisions. Trusted by Fortune 1000 companies across North America, Napkyn delivers world-class data management and enterprise enablement solutions to data-driven marketing and technology leaders.
Napkyn is a Google Marketing Platform and Google Cloud Partner, providing technology licensing and modern marketing services that inspire brands and agencies to connect, innovate, and experiment with privacy-forward digital solutions. Learn more about Napkyn at napkyn.com or by following Napkyn on LinkedIn.
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Ricardo Cristofolini
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Implementation Specialist
Nov 27, 2024
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