Google Analytics 4 (GA4) presents a wide range of invaluable features, with one standout being the capacity to craft tailored audiences. This functionality empowers you to create audience segments based on precise criteria, fostering targeted data analysis. Additionally, GA4 lets you custom audiences for remarketing initiatives. For example, you can launch a remarketing campaign to target an audience who’s navigated to your Shopify website, populated their carts with desired items, but hasn’t made purchases and entice the audience to finalize their purchases.

Here are five effective GA4 audiences you can build for your Shopify website.

1. Purchasers

   One of the most unique features that GA4 offers is a built-in “Purchasers” audience. This audience shows a segment of website visitors who have purchased from your Shopify website. To see the “Purchasers” audience, go to the admin section and select Audiences.

   

   Once you’re in the Audiences section, you can see the Purchasers audience. You can launch a Google Ads campaign to target specifically Purchasers for cross-selling or upselling opportunities.

   

2. Non-Purchasers

   Creating a “Non-Purchasers” audience enables you to target website visitors who have yet to make a purchase, enticing them through tailored ads to complete transactions. To do so, go to the Audiences section and click on New audience.

   

   Then, select Non-purchasers.

   

   GA4 has done all the heavy lifting for us by creating conditions for non-purchasers. All we have to do is select “Set to maximum limit” and save the audience. By selecting “Set to maximum limit”, you will build an audience of Non-purchasers in the last 540 days.

   

   Once this audience is created, you can engage in Google Ads remarketing or other types of Google Ads campaigns convert these non-purchasers into customers.

3. Cart Abandoners

   You can be more granular with your GA4 audience setup by creating a GA4 audience of website visitors who have added items to their shopping products but didn’t complete their transactions. To do so, select Purchasers when building a new audience.

   

   Then, create a condition when the event “add_to_cart” is more than 0 and select “set to maximum limit”. This condition lets you build an audience of website visitors who have added items to the cart but haven’t completed their purchases.

   

4. Repeat Purchasers

   You can create an audience of repeat purchasers to who your loyal customers are. To build a repeat purchases audience, first select the Purchasers template.

   

   Then, set the event count to be above 1 for all the conditions.

   

5. First-Time Buyers

   To create a first-time buyers audience, click on Create a custom audience.

   

   Then, create a condition that includes users when the event count of purchase is more than 0. Also, create a condition that excludes users where the event count of purchase is more than 1. These conditions will let you create an audience that purchases for the first time.