Audiences #GoogleAnalytics4 #s1ep44

Your customers are key to the success of your business. You can use audiences in Google Analytics to learn more about your customer segments and make decisions that can help you reach your business goals.

Learning more about your customers can help you reach your business goals. Now with Google Ads Integration, gain more insight into how to provide the best customer experience.

In this episode, we'll learn:

• Review predefined audiences created by Google Ads Integration
• Learn how to use Audience Builder to create your own audiences for your business
• Find where to learn more about events and audience triggers.

?? Audiences

Audiences let you segment users in ways that are important to your business. Segment by dimensions, metrics, and events to include nearly any subset of users.?

Use audiences in a number of ways:

• Reporting in Analytics: Filter analytics reports by audiences you create
• If using Google Ads, export audiences to use for ad targeting and bidding.
• Trigger events when users match the definition of an audience and become members. Mark those events as conversions and use them for things like bidding in Google Ads.

?? Audience creation basics

Create an audience by setting conditions based on the dimension, metric, and event data you collect from a property. After you create an audience, it accumulates users who meet the conditions from that point onward.

?? It can take 24 to 48 hours for the audience to accumulate users after it's created.?

Look at some options available when you create a new audience.

?? Scope

Set conditions to get the scope of when conditions must be met: across all sessions, in a single session, or in a single event.

?? Static vs. dynamic evaluation

Conditions support static and dynamic evaluation. Static evaluation includes users if the condition was ever true for them. Dynamic evaluation includes users when they meet the condition and excludes them when they don't.

?? Time-windowed metrics

Conditions also support time-windowed metrics. Specify that a metric condition can be true during any point in the lifetime of a user or that it must be true during a specific number of days (For example, less than five during any seven-day period).

?? Sequences

Sequences let you specify the order in which conditions must be met: indirectly followed by (anytime after the previous step), directly followed by (immediately after the previous step), or within a specific time frame. Sequences also let you specify the scope for the entire sequence.

?? Predefined and new audiences

The following audiences are automatically created and predefined:

1. All users: Users who launched your app or visited your website.
2. Purchasers: Users who completed an in-app or eCommerce purchase.

Existing audiences

To see existing audiences and create new ones, go to?Configure > Audiences.

?? Create a new audience

When creating a new audience, you can:

• Start from scratch, which lets you create a new audience by defining all the parameters yourself.
• Use suggested audiences, which are additional audience suggestions for you to consider. Use it as is, or modify it to suit your needs.

1?? Start from scratch?

That's the most manual and customizable way to?create a new audience.?Create new conditions and sequences, and set up membership duration and exclusion rules. The audience builder walks you through those steps, or use?this guide in the Help Center?for additional instruction.

2?? Suggested audiences?

Analytics provides a number of fully configured audiences you can use as they are or modify to suit your needs.

Get started by using a suggested audience, such as recently active users or non-purchasers. After selecting one, you can still customize the audience criteria before saving.?

For example, the recently active users audience is defined as: include users when (event =) user_engagement.

Use the audience as is, add conditions or sequences, or change the membership duration as needed.

3?? Use a template

Audience templates are partially configured audiences that already identify a set of dimensions and/or metrics that form the basis of widely applicable audiences for app and web-based businesses.

For example, the demographics template includes the age, gender, language, interest IDs, and location dimensions you can use to define a particular audience in which you're interested. Using this template, you supply the operators and dimension values that define the audience you want. For example:

• Age exactly matches 18-24
• Gender exactly matches female, etc.

After you complete the audience definition, enter a name and select Save.

4?? Predictive audiences

Although no one can really know the future, Google Analytics uses machine learning to predict the future behavior of users based on their past behavior. That's called predictive metrics.

When using predictive metrics, a?predictive audience?is an audience with at least one condition based on a predictive metric. For example, you could build an audience for "likely seven-day purchasers" that includes users who are likely to make a purchase within the next seven days.

Prerequisites:

• Availability of predictive audiences depends on the underlying predictive metrics being eligible for use by meeting all prerequisites. If you export predictive audiences to linked product accounts, those audiences won't accumulate new users if the property becomes ineligible for the predictive metric and new predictions aren't generated.
• Learn more about predictive metrics and their requirements at?this Help Center article.?If you meet these requirements, you can set up a predictive audience in the suggested audiences section.?

?? Building your Audience

As you define your audience using any of those methods, the summary card updates with the number of users who met your criteria in the last 30 days, providing an idea of potential audience size.

Once you save your new audience, you can start using it in your reporting! As Analytics gets new data about users, their audience memberships are reevaluated to make sure they still meet the audience criteria. If the latest data indicates they no longer meet the criteria, they're removed from those audiences.

Note: Metrics in your report will count users who were active during the date range you set for the report (rather than the total number of users in the audience).

?? Audience triggers

Audience triggers let you create and trigger events based on criteria that exist within the audience builder tool. New audience-based events are added to the rest of your events, letting you analyze them across reports. You can also enable them as conversions, like other events.

For example, if the condition for your audience "high-value customers" defines members as users whose lifetime value is greater than 100, each time a user meets that condition and becomes an audience member, you can trigger an event like new_high_value_customer.?

Learn more about the audience in?this Help Center article.

To be continued...

Thank you for learning with us. This episode is based on?the Google Analytics 4 Certification?by Skillshop.?Remember, you could always follow all of the episodes for this subject from the document below:

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