Predictive Audiences in GA4 Part 2
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How to enable predictive audiences?
In order to apply the predictive audiences, there are several prerequisites. If they are not met, there would be insufficient data to use predictive modeling. If the data meets the correct conditions to predict the behaviour of the audience, the predictive metrics become available, such as determining purchase probability and churn probability.
The first requirement is to configure the purchase event and send it to the GA4 property.
The second requirement is that there must be a minimum of 1000 positive and 1000 negative samples. This means there should be at least 1000 users in the website who have triggered the predictive condition to purchase, and 1000 users who triggered the predictive condition to churn.
The last requirement is model quality and regular traffic generating purchase events must be sustained over a set period of time. That means the traffic requirement as stated above must be sustained over the set period of time.
In addition to the above, you also need to have a generate_lead or sign_up event configured in your GA4 and it must collect data.
Read more in part 3 - How to Create Predictive Audiences in GA4? Get all parts of this series, including how to set up predictive audiences in up in GA4, FAQ’s and even a case study?
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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.
