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?
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.
Basically, Google Analytics 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:
Don’t want to wait for part 2? 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? Download Napkyn’s Ultimate Guide to Predictive Audiences in GA4.
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