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Zhongwei Li
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skills/ga4-audiences/references/audience-creation-examples.md
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skills/ga4-audiences/references/audience-creation-examples.md
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# Audience Creation Examples and Use Cases
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## E-commerce Audiences
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### High-Value Customers
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**Use Case:** Target users who have spent over $500 lifetime for VIP promotions
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**Configuration:**
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- **Scope:** User
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- **Conditions:**
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- `totalRevenue` (lifetime) greater than 500
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- `purchaseCount` (lifetime) greater than or equal to 3
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- **Membership Duration:** 540 days (maximum)
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- **Export:** Google Ads for remarketing
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**Trigger:**
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- Send event: `high_value_user_entered` when user joins audience
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- Use for: Custom marketing automation
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### Cart Abandoners (Last 7 Days)
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**Use Case:** Retarget users who added to cart but didn't purchase
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**Configuration:**
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- **Sequence:**
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1. User triggered `add_to_cart` (within last 7 days)
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2. Did NOT trigger `purchase` (within 7 days after cart add)
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- **Membership Duration:** 7 days
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- **Export:** Google Ads
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**Variations:**
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- High-value cart (value > $100)
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- Multiple cart adds (2+ times)
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- Specific product category
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### Product Category Enthusiasts
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**Use Case:** Users interested in specific product categories
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**Configuration:**
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- **Event Condition:**
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- Event: `view_item`
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- Parameter: `item_category` equals "Electronics"
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- Time period: Last 30 days
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- Minimum: 3 occurrences
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- **Membership Duration:** 30 days
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### Repeat Purchasers
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**Use Case:** Users who have purchased multiple times
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**Configuration:**
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- **Conditions:**
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- `purchaseCount` (lifetime) greater than or equal to 2
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- Last purchase within 90 days
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- **Membership Duration:** 180 days
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## Engagement Audiences
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### Highly Engaged Visitors
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**Use Case:** Users who spend significant time on site
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**Configuration:**
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- **Conditions:**
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- `sessionCount` (last 30 days) greater than or equal to 5
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- `averageEngagementTimePerSession` greater than 60 seconds
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- `screenPageViewsPerSession` greater than 3
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- **Membership Duration:** 30 days
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### Video Watchers
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**Use Case:** Users who engaged with video content
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**Configuration:**
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- **Event Condition:**
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- Event: `video_complete` OR `video_progress`
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- Time period: Last 30 days
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- **Membership Duration:** 30 days
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### Blog Readers
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**Use Case:** Users who read blog content
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**Configuration:**
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- **Event Condition:**
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- Event: `page_view`
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- Parameter: `page_location` contains "/blog/"
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- Minimum occurrences: 3 (last 30 days)
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- **Membership Duration:** 30 days
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## Acquisition Audiences
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### Organic Search Visitors
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**Use Case:** Users from organic search for SEO analysis
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**Configuration:**
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- **Conditions:**
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- `firstUserSource` equals "google"
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- `firstUserMedium` equals "organic"
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- **Membership Duration:** 90 days
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### Paid Campaign Converters
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**Use Case:** Users who converted from specific campaign
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**Configuration:**
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- **Conditions:**
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- `sessionSource` equals "google"
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- `sessionMedium` equals "cpc"
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- `sessionCampaignName` equals "summer_sale_2024"
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- Event: `purchase` (within campaign session)
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- **Membership Duration:** 90 days
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### Social Media Visitors
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**Use Case:** Users from social platforms
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**Configuration:**
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- **Conditions:**
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- `sessionSource` in ["facebook", "instagram", "twitter", "linkedin"]
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- `sessionCount` greater than or equal to 2
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- **Membership Duration:** 30 days
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## Geographic and Demographic Audiences
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### Local Market Audience
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**Use Case:** Users in specific geographic area
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**Configuration:**
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- **Conditions:**
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- `country` equals "United States"
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- `region` equals "California"
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- `city` in ["Los Angeles", "San Francisco", "San Diego"]
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- **Membership Duration:** 90 days
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### Mobile Power Users
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**Use Case:** Engaged mobile users
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**Configuration:**
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- **Conditions:**
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- `deviceCategory` equals "mobile"
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- `sessionCount` (last 30 days) greater than or equal to 10
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- `averageEngagementTime` greater than 120 seconds
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- **Membership Duration:** 30 days
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### Desktop Researchers
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**Use Case:** Users who browse on desktop (potential B2B)
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**Configuration:**
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- **Conditions:**
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- `deviceCategory` equals "desktop"
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- `sessionDuration` greater than 300 seconds
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- `screenPageViewsPerSession` greater than 5
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- **Membership Duration:** 30 days
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## Behavioral Audiences
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### Frequent Visitors (Not Converted)
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**Use Case:** Engaged users who haven't purchased yet
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**Configuration:**
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- **Conditions:**
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- `sessionCount` (lifetime) greater than or equal to 5
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- `purchaseCount` (lifetime) equals 0
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- **Membership Duration:** 60 days
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### Product Comparison Shoppers
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**Use Case:** Users viewing multiple products
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**Configuration:**
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- **Sequence:**
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1. `view_item` (at least 5 times in last 7 days)
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2. Did NOT `purchase`
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- **Membership Duration:** 14 days
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### Newsletter Subscribers
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**Use Case:** Users who signed up for newsletter
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**Configuration:**
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- **Event Condition:**
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- Event: `sign_up` OR `newsletter_subscribe`
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- Time period: Last 180 days
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- **Membership Duration:** 180 days
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## Predictive Audiences
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### Likely Purchasers (Next 7 Days)
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**Use Case:** Target users with high purchase probability
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**Configuration:**
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- **Predictive Metric:** Purchase probability
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- **Threshold:** Greater than 50%
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- **Membership Duration:** 7 days
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- **Requirements:** 1,000+ purchasers in last 28 days
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### At-Risk of Churn
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**Use Case:** Re-engage users likely to leave
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**Configuration:**
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- **Predictive Metric:** Churn probability
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- **Threshold:** Greater than 60%
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- **Membership Duration:** 14 days
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- **Export:** Google Ads for retention campaigns
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### High Revenue Potential
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**Use Case:** Focus on users likely to generate revenue
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**Configuration:**
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- **Predictive Metric:** Predicted 28-day revenue
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- **Threshold:** Greater than $100
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- **Membership Duration:** 28 days
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## Advanced Audiences
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### Lookalike to Best Customers
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**Use Case:** Find similar users to high-value customers (Google Ads Smart Bidding)
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**Configuration:**
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1. Create "Best Customers" audience:
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- `totalRevenue` greater than 1000
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- Export to Google Ads
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2. In Google Ads:
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- Create Similar Audiences
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- Based on "Best Customers" list
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- Expansion size: 5-10%
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### Cross-Sell Opportunity
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**Use Case:** Users who bought Product A but not Product B
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**Configuration:**
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- **Sequence:**
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1. `purchase` with `item_id` equals "product_a"
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2. Did NOT `purchase` with `item_id` equals "product_b"
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3. Time window: Last 90 days
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- **Membership Duration:** 90 days
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### Abandoned Checkout
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**Use Case:** Users who started but didn't complete checkout
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**Configuration:**
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- **Sequence:**
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1. `begin_checkout` (within last 3 days)
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2. Did NOT `purchase` (within 3 days after checkout)
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- **Membership Duration:** 7 days
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- **Export:** Google Ads for recovery campaigns
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## Audience Combination Strategies
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### Highly Engaged + Not Purchased
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**Combine:**
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- Audience 1: Highly Engaged (5+ sessions)
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- Audience 2: Non-Purchasers (0 purchases)
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- **Result:** Warm leads ready for conversion campaign
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### Mobile + Cart Abandoners
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**Combine:**
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- Audience 1: Mobile Users
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- Audience 2: Cart Abandoners
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- **Result:** Mobile-optimized recovery campaigns
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### Geographic + High Value
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**Combine:**
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- Audience 1: California Residents
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- Audience 2: High-Value Customers
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- **Result:** Regional VIP targeting
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## Testing and Validation
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**Minimum Viable Audience:**
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- Wait 24-48 hours after creation
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- Check audience size in Admin → Audiences
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- Minimum 100 users (1,000 for EEA) for export
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**Validation Steps:**
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1. Create test audience with broad conditions
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2. Verify users populate (check size after 24 hours)
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3. Export to Google Ads test
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4. Refine conditions based on size and performance
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**A/B Testing Audiences:**
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- Create variations of same concept
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- Export both to Ads
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- Compare performance
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- Optimize based on results
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