[GA4] Set up audiences

[GA4] Suggested audiences

Create audiences relevant to your business goals.

This article is for Google Analytics users who want suggestions for generating leads and creating audiences that are relevant to their businesses. These audiences can be used for measurement within Google Analytics, and exported for both activation and measurement.

About suggested audiences

Analytics uses different signals to display suggested audiences for your property.

When you create a property, you should specify the industry category for your business as the same audience can appear for a number of different categories. This helps Analytics to provide the best suggestions.
Similarly, when you offer an app for download in Apple's App Store or in Google Play, you specify one or more categories for the app. Analytics will then also use these categories to provide you with the best suggestions.

Analytics displays a number of preconfigured suggested audiences based on the above, that you can use to meet your business goals.

Suggested audiences are based on the recommended events for those categories. Be sure to review recommended events for key categories like eCommerce, Gaming, Lead Generation, and implement them to take advantage of the suggested audiences feature to quickly create audiences for use in measurement and advertising.
Automatically generate and export created audiences to your linked products: Google Ads, Display & Video 360, Search Ads 360, Ad Manager, and Firebase. You may also export your audience using the Audience Export API .
Although you can only review the suggestions relevant to your category, you can quickly create any of these audiences based on where they are if you find them appropriate to your business. You need to collect the events and parameters that form the basis of the audiences you want to use in order for the audience to populate users.
If your property generates the data required for predictive metrics , then you can also view suggested predictive audiences .
Use a pre-built suggestion to generate leads , reach your ideal target audience, and make data-driven decisions.

How to create and view suggested audiences

In Admin , under "Data display", select Audiences .
Select the Objectssection to expand it.
To view suggested audiences for your property, select Audienceson the left, then select New audience.
Next, select the tab under which your property is currently collecting events (Top Suggestions, General, Drive online sales, Generate leads, Predictive).
Based on available events, select the preconfigured, suggested audience for your current business objective. Learn more about how to Create, edit, and archive audiences .

Suggested audiences to Generate leads

Note: Google Analytics offers 3 ways you can create and build an audience. Suggested audiencesuse your data to quickly generate pre-built recommendations. Audience templatescan provide you with a more structured approach to creating audiences using demographics, behaviors, and specific objectives. Custom audiencesgives you control to customize and tailor audiences based on a number of criteria resulting in highly specific targeting. Learn more Examples of audiences in Google Analytics and how to create them .

Top Suggestions

The "Top Suggestions" tab recommends audiences for which you are already collecting the events and parameters to populate the audience with users.

Audience descriptions and configurations

Predictive audiences
Suggested audiences that drive online sales
Suggested audiences to generate leads
Suggested audiences for Gaming
Additional suggested audiences

Predictive audiences

Audience	Description	Configuration
Likely 7-day churning purchasers	Purchasing users who are likely to not visit your property in the next 7 days.	Include: (event) in_app_purchase OR purchase OR ecommerce_purchase OR (metric) LTV > 0 AND (predictive metric) Churn probability > 80th percentile
Likely 7-day churning users	Users who are likely to not visit your property in the next 7 days.	Include: (predictive metric) Churn probability > 80th percentile
Likely 7-day purchasers	Users who are likely to make a purchase in the next 7 days.	Include: (predictive metric) Purchase probability > 90th percentile
Likely first-time 7-day purchasers	Users who are likely to make their first purchase in the next 7 days.	Include: (predictive metric) Purchase probability > 90th percentile AND (metric) LTV = 0 Exclude: (event) in_app_purchase OR purchase OR ecommerce_purchase
Predicted 28-day top spenders	Users who are predicted to generate the most revenue in the next 28 days.	Include: (predictive metric) Predicted revenue > 95th percentile

Suggested audiences that drive online sales

Audience	Description	Configuration
7-day inactive purchasers	Purchasers who were once active, but haven't been active for the last 7 days.	Include: Event name: in_app_purchase OR Event name: purchase OR Event name: ecommerce_purchase AND Event name: session_start Event parameter: event_count = 0 Time period = 7 days Most recent time period
Billable users	Users who registered a form of payment.	Include: Event name: add_payment_info
Cart abandoners	Users who added items to their carts but didn't purchase.	Include: Event name: add_to_cart Exclude: Event_name: purchase
Checkout starters	Users who started checking out but didn't complete the purchase.	Include: Event name: begin_checkout Exclude: Event name: purchase
Item searchers	Users who conducted item searches.	Include: Event name: search Event parameter: search_term Operator: exactly matches Parameter value: <item name>
Item viewers	Users who viewed specific items	Include: Event name: view_item Event parameter: item_id Operator: exactly matches Parameter value: <item ID>
Registered users	Users who registered with your business (e.g., by providing an email address).	Include: Event name: sign_up
Wishlist users	Users who added items to a wishlist.	Include: Event name: add_to_wishlist

Suggested audiences to generate leads

Audience	Description	Configuration
New Leads	Users who interact with the generate_lead event and are marked as leads but not yet working, qualified, or converted leads.	Include: Event name: generate_lead
Leads	Users who are potential business leads.	Include: Event name: generate_lead
Submitted Leads	Users who submit a form online or submit information offline.	Include: Event name: generate_lead
Qualified Leads	Users who are marked as qualified leads, but haven’t been marked as converted or unconverted.	Include: Event name: qualify_lead Temporarily Exclude: close_convert_lead close_uncovert_lead
Disqualified Leads	Users who are marked as disqualified to become a lead.	Include: Event name: disqualify_lead
Working New Leads	Users who are marked as working leads, but not yet considered working, qualified, or converted.	Include: Event name: working_lead Temporarily Exclude: qualify_lead close_convert_lead close_unconvert_lead
Working Qualified Leads	Users who are marked as working qualified leads, but haven’t yet converted.	Include: Event name: working_lead qualify_lead Temporarily Exclude: disqualify_lead close_convert_lead close_unconvert_lead
Converted Leads	Users who became a converted lead (a customer).	Include: Event name: close_convert_lead
Unconverted Leads	Users who are marked as not becoming a converted lead.	Include: Event name: close_unconvert_lead Temporarily Exclude: close_convert_lead

Suggested audiences for Gaming

Audience	Description	Configuration
Registered users	Users who registered with your business (e.g., by providing an email address).	Include: Event name: sign_up
Top players	Users who reached a specific level.	Include: Event name: level_up Event parameter: level Operator: >= Parameter value: 10
Top scorers	Users who achieved a high score.	Include: Event name: post_score Event parameter: score Operator: >= Parameter value: 1000
Achievers	Users who unlocked a specific achievement.	Include: Event name: unlock_achievement Event parameter: name_of_achievement
Tutorial abandoners	Users who didn't complete a tutorial.	Include: Event name: tutorial_begin Exclude: Event name: tutorial_complete
Tutorial finishers	Users who completed a tutorial.	Include: Event name: tutorial_complete
7-day unnotified users	Users who haven't received a push notification in the last 7 days.	Include: Event name: notification_receive Event parameter: event_count = 0 Time period = 7 days Most recent time period
Streamers	Users who streamed content.	Include: Event name: video_start

Additional suggested audiences

Audience	Description	Configuration
7-day unnotified users	Users who haven't received a push notification in the last 7 days.	Include: Event name: notification_receive Event parameter: event_count = 0 Time period = 7 days Most recent time period
7-day inactive users	Users who were once active, but haven't been active for the last 7 days.	Include: Event name: session_start Event parameter: event_count = 0 Time period = 7 days Most recent time period
Video completed	Users who completed watching a video.	Include: Event name: video_complete
Video start	Users who started watching a video.	Include: Event name: video_progress
Streamers	Users who streamed content.	Include: Event name: video_start
Registered users	Users who registered with your business (e.g., by providing an email address).	Include: Event name: sign_up
Searchers	Users who conducted any type of search.	Include: Event name: view_search_results

Was this helpful?

How can we improve it?