Initial commit

2025-11-29 18:32:40 +08:00
commit 0ea8352871
72 changed files with 30043 additions and 0 deletions
--- a/skills/ga4-audiences/SKILL.md
+++ b/skills/ga4-audiences/SKILL.md
@@ -0,0 +1,282 @@
+---
+name: ga4-audiences
+description: Expert guidance for creating and managing audiences and segments in GA4 for analysis, remarketing, and personalization. Use when building user segments, creating remarketing audiences, setting up Google Ads audiences, working with audience conditions, or analyzing user cohorts. Covers predefined audiences, custom audience creation, audience triggers, minimum sizes, and audience export.
+---
+
+# GA4 Audiences and Segmentation
+
+## Overview
+
+Audiences in GA4 allow creation of user segments for analysis, remarketing, and personalization based on dimensions, metrics, and events.
+
+## When to Use This Skill
+
+Invoke this skill when:
+
+- Creating custom audiences for remarketing campaigns
+- Building user segments for analysis
+- Setting up Google Ads audiences for targeting
+- Defining audience conditions based on user behavior
+- Creating purchase audiences for ROAS tracking
+- Building engagement-based audiences
+- Setting up audience triggers for real-time actions
+- Exporting audiences to Google Ads or DV360
+- Analyzing user cohorts and segments
+- Creating lookalike audiences
+- Working with predictive audiences (purchase/churn probability)
+- Segmenting users by custom dimensions or parameters
+
+## Core Capabilities
+
+### Accessing Audiences
+
+**Path:** Admin → Audiences (under Property column)
+
+**Key Sections:**
+- **Audience List:** All created audiences
+- **Audience Details:** Membership counts, conditions
+- **Create New:** Build custom audiences
+
+### Predefined Audiences
+
+GA4 includes template audiences:
+
+1. **Purchasers** - Users who completed purchase event (last 30 days)
+2. **All Users** - All users in selected timeframe
+3. **Recent Users** - Users active in last 7 days
+4. **New Users** - First-time visitors
+5. **Returning Users** - Repeat visitors
+
+**Activating Predefined Audiences:**
+1. Click "Create Audience"
+2. Select suggested template
+3. Customize conditions if needed
+4. Save audience
+
+### Creating Custom Audiences
+
+**Steps:**
+
+1. **Admin → Audiences → New Audience**
+2. **Choose method:**
+   - Start from scratch
+   - Use suggested audience as template
+   - Create predictive audience
+
+3. **Configure Audience:**
+   - **Audience name:** Descriptive name (e.g., "High-Value Shoppers")
+   - **Description:** Optional description
+   - **Membership duration:** Days user stays in audience (1-540 days)
+
+4. **Add Conditions:**
+   - Dimension/metric filters
+   - Event-based conditions
+   - Sequence conditions
+
+5. **Preview Audience Size**
+6. **Save Audience**
+
+### Audience Conditions
+
+**Dimension Filters:**
+
+- **User Scope:** city, country, device_category, platform
+- **Event Scope:** event_name, page_location, item_id
+- **Custom Dimensions:** Any custom dimensions configured
+
+**Example:** `country == "United States" AND device_category == "mobile"`
+
+**Metric Filters:**
+
+- **Event Count:** Total events
+- **Session Count:** Total sessions
+- **Revenue:** Total revenue
+- **Engagement Time:** Total engagement duration
+
+**Example:** `totalRevenue > 100 AND sessionCount >= 3`
+
+**Event Conditions:**
+
+**Include users who:**
+- Have triggered specific event
+- Have NOT triggered event
+- Triggered event with specific parameters
+
+**Example:** Users who triggered `purchase` with `value > 50`
+
+**Sequence Conditions:**
+
+Build audiences based on event order:
+
+**Example:** Users who:
+1. Viewed product (`view_item`)
+2. Then added to cart (`add_to_cart`)
+3. But did NOT complete purchase (within 7 days)
+
+**Membership Duration:**
+
+**Range:** 1-540 days
+
+**How it works:**
+- User enters audience when conditions met
+- Stays in audience for duration period
+- Exits after duration expires (unless conditions still met)
+
+**Best Practices:**
+- **Short campaigns:** 7-30 days
+- **Remarketing:** 30-90 days
+- **Lifetime segments:** 540 days (max)
+
+### Audience Triggers
+
+**What are Triggers:**
+Actions that fire when user enters audience
+
+**Supported Triggers:**
+- Send event to Google Analytics
+- Create Google Ads remarketing list
+- Send to Google Ads for targeting
+
+**Setting Up Trigger:**
+1. Create audience
+2. In audience settings, add trigger
+3. Configure action (event name, Ads account)
+4. Save
+
+**Use Cases:**
+- Track when users become high-value
+- Send conversion events to Ads
+- Create real-time remarketing lists
+
+### Exporting Audiences
+
+**Destinations:**
+- Google Ads (remarketing, targeting)
+- Display & Video 360
+- Search Ads 360
+
+**Setup:**
+1. **Admin → Product Links → Google Ads Links**
+2. Link Google Ads account
+3. In Audience, enable "Ads Personalization"
+4. Audience appears in Google Ads within 24-48 hours
+
+**Requirements:**
+- Minimum 100 active users (EEA/UK: 1,000)
+- Google signals enabled
+- Ads personalization enabled
+
+### Predictive Audiences
+
+**Available Predictions:**
+- **Purchase Probability:** Likelihood to purchase in next 7 days
+- **Churn Probability:** Likelihood to not return in next 7 days
+- **Revenue Prediction:** Expected 28-day revenue
+
+**Requirements:**
+- 1,000+ users triggering target event (last 28 days)
+- Sufficient historical data for prediction model
+
+**Creating Predictive Audience:**
+1. Create New Audience
+2. Choose "Predictive"
+3. Select metric (purchase probability, etc.)
+4. Set threshold (e.g., > 50% purchase probability)
+5. Save
+
+**Use Cases:**
+- Target likely purchasers with ads
+- Re-engage likely-to-churn users
+- Focus high-revenue potential users
+
+### Analyzing Audiences
+
+**Viewing Audience Data:**
+
+1. **Reports → Realtime:** Active users in audience
+2. **Reports → User Acquisition:** How audience members were acquired
+3. **Explorations → Segment Overlap:** Compare audiences
+4. **Explorations → User Lifetime:** LTV of audience members
+
+**Audience Metrics:**
+- **Total Users:** Current members
+- **New Users (Last 7/30 Days):** Recent additions
+- **User Growth:** Trend over time
+
+### Common Audience Examples
+
+**High-Value Customers:**
+```
+Conditions:
+- totalRevenue > 500 (lifetime)
+- purchaseCount >= 3
+Membership: 540 days
+```
+
+**Cart Abandoners:**
+```
+Sequence:
+1. add_to_cart (within last 7 days)
+2. Did NOT: purchase
+Membership: 7 days
+```
+
+**Engaged Mobile Users:**
+```
+Conditions:
+- deviceCategory == "mobile"
+- sessionCount >= 5 (last 30 days)
+- avgEngagementTime > 60 seconds
+Membership: 30 days
+```
+
+**Product Category Viewers:**
+```
+Event Condition:
+- view_item (last 30 days)
+- item_category == "Electronics"
+Membership: 30 days
+```
+
+**Geographic Segment:**
+```
+Conditions:
+- country == "United States"
+- region == "California"
+Membership: 90 days
+```
+
+## Integration with Other Skills
+
+- **ga4-setup** - Property configuration for audience creation
+- **ga4-custom-dimensions** - Using custom dimensions in audience conditions
+- **ga4-recommended-events** - Event-based audience building
+- **ga4-user-tracking** - User ID audiences for cross-device
+- **ga4-reporting** - Analyzing audience performance
+- **ga4-data-management** - Managing audience settings and retention
+
+## References
+
+- **references/audience-creation-guide.md** - Complete audience setup walkthrough
+- **references/audience-conditions.md** - All condition types and operators
+- **references/predictive-audiences.md** - Predictive audience setup and use cases
+- **references/audience-export.md** - Exporting to Google Ads and other platforms
+
+## Quick Reference
+
+**Minimum Audience Size for Export:**
+- Standard: 100 active users
+- EEA/UK: 1,000 active users
+
+**Membership Duration:**
+- Minimum: 1 day
+- Maximum: 540 days
+
+**Audience Limits:**
+- Standard: 100 audiences per property
+- 360: 400 audiences per property
+
+**Export Destinations:**
+- Google Ads
+- Display & Video 360
+- Search Ads 360
--- a/skills/ga4-audiences/references/audience-creation-examples.md
+++ b/skills/ga4-audiences/references/audience-creation-examples.md
@@ -0,0 +1,302 @@
+# Audience Creation Examples and Use Cases
+
+## E-commerce Audiences
+
+### High-Value Customers
+
+**Use Case:** Target users who have spent over $500 lifetime for VIP promotions
+
+**Configuration:**
+- **Scope:** User
+- **Conditions:**
+  - `totalRevenue` (lifetime) greater than 500
+  - `purchaseCount` (lifetime) greater than or equal to 3
+- **Membership Duration:** 540 days (maximum)
+- **Export:** Google Ads for remarketing
+
+**Trigger:**
+- Send event: `high_value_user_entered` when user joins audience
+- Use for: Custom marketing automation
+
+### Cart Abandoners (Last 7 Days)
+
+**Use Case:** Retarget users who added to cart but didn't purchase
+
+**Configuration:**
+- **Sequence:**
+  1. User triggered `add_to_cart` (within last 7 days)
+  2. Did NOT trigger `purchase` (within 7 days after cart add)
+- **Membership Duration:** 7 days
+- **Export:** Google Ads
+
+**Variations:**
+- High-value cart (value > $100)
+- Multiple cart adds (2+ times)
+- Specific product category
+
+### Product Category Enthusiasts
+
+**Use Case:** Users interested in specific product categories
+
+**Configuration:**
+- **Event Condition:**
+  - Event: `view_item`
+  - Parameter: `item_category` equals "Electronics"
+  - Time period: Last 30 days
+  - Minimum: 3 occurrences
+- **Membership Duration:** 30 days
+
+### Repeat Purchasers
+
+**Use Case:** Users who have purchased multiple times
+
+**Configuration:**
+- **Conditions:**
+  - `purchaseCount` (lifetime) greater than or equal to 2
+  - Last purchase within 90 days
+- **Membership Duration:** 180 days
+
+## Engagement Audiences
+
+### Highly Engaged Visitors
+
+**Use Case:** Users who spend significant time on site
+
+**Configuration:**
+- **Conditions:**
+  - `sessionCount` (last 30 days) greater than or equal to 5
+  - `averageEngagementTimePerSession` greater than 60 seconds
+  - `screenPageViewsPerSession` greater than 3
+- **Membership Duration:** 30 days
+
+### Video Watchers
+
+**Use Case:** Users who engaged with video content
+
+**Configuration:**
+- **Event Condition:**
+  - Event: `video_complete` OR `video_progress`
+  - Time period: Last 30 days
+- **Membership Duration:** 30 days
+
+### Blog Readers
+
+**Use Case:** Users who read blog content
+
+**Configuration:**
+- **Event Condition:**
+  - Event: `page_view`
+  - Parameter: `page_location` contains "/blog/"
+  - Minimum occurrences: 3 (last 30 days)
+- **Membership Duration:** 30 days
+
+## Acquisition Audiences
+
+### Organic Search Visitors
+
+**Use Case:** Users from organic search for SEO analysis
+
+**Configuration:**
+- **Conditions:**
+  - `firstUserSource` equals "google"
+  - `firstUserMedium` equals "organic"
+- **Membership Duration:** 90 days
+
+### Paid Campaign Converters
+
+**Use Case:** Users who converted from specific campaign
+
+**Configuration:**
+- **Conditions:**
+  - `sessionSource` equals "google"
+  - `sessionMedium` equals "cpc"
+  - `sessionCampaignName` equals "summer_sale_2024"
+  - Event: `purchase` (within campaign session)
+- **Membership Duration:** 90 days
+
+### Social Media Visitors
+
+**Use Case:** Users from social platforms
+
+**Configuration:**
+- **Conditions:**
+  - `sessionSource` in ["facebook", "instagram", "twitter", "linkedin"]
+  - `sessionCount` greater than or equal to 2
+- **Membership Duration:** 30 days
+
+## Geographic and Demographic Audiences
+
+### Local Market Audience
+
+**Use Case:** Users in specific geographic area
+
+**Configuration:**
+- **Conditions:**
+  - `country` equals "United States"
+  - `region` equals "California"
+  - `city` in ["Los Angeles", "San Francisco", "San Diego"]
+- **Membership Duration:** 90 days
+
+### Mobile Power Users
+
+**Use Case:** Engaged mobile users
+
+**Configuration:**
+- **Conditions:**
+  - `deviceCategory` equals "mobile"
+  - `sessionCount` (last 30 days) greater than or equal to 10
+  - `averageEngagementTime` greater than 120 seconds
+- **Membership Duration:** 30 days
+
+### Desktop Researchers
+
+**Use Case:** Users who browse on desktop (potential B2B)
+
+**Configuration:**
+- **Conditions:**
+  - `deviceCategory` equals "desktop"
+  - `sessionDuration` greater than 300 seconds
+  - `screenPageViewsPerSession` greater than 5
+- **Membership Duration:** 30 days
+
+## Behavioral Audiences
+
+### Frequent Visitors (Not Converted)
+
+**Use Case:** Engaged users who haven't purchased yet
+
+**Configuration:**
+- **Conditions:**
+  - `sessionCount` (lifetime) greater than or equal to 5
+  - `purchaseCount` (lifetime) equals 0
+- **Membership Duration:** 60 days
+
+### Product Comparison Shoppers
+
+**Use Case:** Users viewing multiple products
+
+**Configuration:**
+- **Sequence:**
+  1. `view_item` (at least 5 times in last 7 days)
+  2. Did NOT `purchase`
+- **Membership Duration:** 14 days
+
+### Newsletter Subscribers
+
+**Use Case:** Users who signed up for newsletter
+
+**Configuration:**
+- **Event Condition:**
+  - Event: `sign_up` OR `newsletter_subscribe`
+  - Time period: Last 180 days
+- **Membership Duration:** 180 days
+
+## Predictive Audiences
+
+### Likely Purchasers (Next 7 Days)
+
+**Use Case:** Target users with high purchase probability
+
+**Configuration:**
+- **Predictive Metric:** Purchase probability
+- **Threshold:** Greater than 50%
+- **Membership Duration:** 7 days
+- **Requirements:** 1,000+ purchasers in last 28 days
+
+### At-Risk of Churn
+
+**Use Case:** Re-engage users likely to leave
+
+**Configuration:**
+- **Predictive Metric:** Churn probability
+- **Threshold:** Greater than 60%
+- **Membership Duration:** 14 days
+- **Export:** Google Ads for retention campaigns
+
+### High Revenue Potential
+
+**Use Case:** Focus on users likely to generate revenue
+
+**Configuration:**
+- **Predictive Metric:** Predicted 28-day revenue
+- **Threshold:** Greater than $100
+- **Membership Duration:** 28 days
+
+## Advanced Audiences
+
+### Lookalike to Best Customers
+
+**Use Case:** Find similar users to high-value customers (Google Ads Smart Bidding)
+
+**Configuration:**
+1. Create "Best Customers" audience:
+   - `totalRevenue` greater than 1000
+   - Export to Google Ads
+2. In Google Ads:
+   - Create Similar Audiences
+   - Based on "Best Customers" list
+   - Expansion size: 5-10%
+
+### Cross-Sell Opportunity
+
+**Use Case:** Users who bought Product A but not Product B
+
+**Configuration:**
+- **Sequence:**
+  1. `purchase` with `item_id` equals "product_a"
+  2. Did NOT `purchase` with `item_id` equals "product_b"
+  3. Time window: Last 90 days
+- **Membership Duration:** 90 days
+
+### Abandoned Checkout
+
+**Use Case:** Users who started but didn't complete checkout
+
+**Configuration:**
+- **Sequence:**
+  1. `begin_checkout` (within last 3 days)
+  2. Did NOT `purchase` (within 3 days after checkout)
+- **Membership Duration:** 7 days
+- **Export:** Google Ads for recovery campaigns
+
+## Audience Combination Strategies
+
+### Highly Engaged + Not Purchased
+
+**Combine:**
+- Audience 1: Highly Engaged (5+ sessions)
+- Audience 2: Non-Purchasers (0 purchases)
+- **Result:** Warm leads ready for conversion campaign
+
+### Mobile + Cart Abandoners
+
+**Combine:**
+- Audience 1: Mobile Users
+- Audience 2: Cart Abandoners
+- **Result:** Mobile-optimized recovery campaigns
+
+### Geographic + High Value
+
+**Combine:**
+- Audience 1: California Residents
+- Audience 2: High-Value Customers
+- **Result:** Regional VIP targeting
+
+## Testing and Validation
+
+**Minimum Viable Audience:**
+- Wait 24-48 hours after creation
+- Check audience size in Admin → Audiences
+- Minimum 100 users (1,000 for EEA) for export
+
+**Validation Steps:**
+1. Create test audience with broad conditions
+2. Verify users populate (check size after 24 hours)
+3. Export to Google Ads test
+4. Refine conditions based on size and performance
+
+**A/B Testing Audiences:**
+- Create variations of same concept
+- Export both to Ads
+- Compare performance
+- Optimize based on results