What are Predictive Audiences in GA4?

What are Predictive Audiences in GA4?

Predictive audiences in GA4 use machine learning to identify users likely to engage or convert, aiding targeted marketing strategies for better results.

By: Ayesha Khan | 3 mins read
Published: Nov 30, 2023 7:57:41 AM | Updated: May 22, 2024 02:48:47 AM

Predictive audiences have emerged as a game-changer in the realm of digital analytics, particularly within Google Analytics 4 (GA4). 

In this blog post, we'll delve into the intricacies of predictive audiences, exploring their significance, functionality, and the manifold benefits they bring to the table.

Understanding Predictive Audiences:

Predictive audiences in GA4 are dynamic user segments that leverage machine learning algorithms to forecast user behavior.

Unlike traditional audiences based on historical data, predictive audiences use real-time data and advanced modeling techniques to identify potential users who are likely to engage, convert, or exhibit specific actions on your website or app.

What are Predictive Audiences

Predictive audiences are dynamic user segments generated by leveraging machine learning algorithms to forecast and predict user behavior. 

In the context of digital analytics, such as in Google Analytics 4 (GA4), predictive audiences use real-time data and advanced modeling techniques to identify potential users who are likely to engage, convert, or perform specific actions on a website or app. 

Unlike traditional audiences based solely on historical data, predictive audiences provide a more adaptive and forward-looking approach, allowing marketers to anticipate user actions and tailor their strategies accordingly. 

These audiences are automatically generated and continuously adjusted based on the latest user interactions, offering a more agile and data-driven way to optimize marketing efforts.



How to Create Predictive Audiences in GA4

To Create Predictive Audiences in Google analytics 4 (GA4), follow these general steps:

  • Access GA4 Property:

Log in to your Google Analytics account.

Select the GA4 property for which you want to create predictive audiences.

  • Navigate to Audiences:

In the left-hand navigation, click on "Audiences."

  • Create a New Audience:

Click on the "+ New Audience" button.

  • Choose Audience Type:

Select "Predictive Audience."

  • Configure Predictive Audience:

Define the criteria for your predictive audience. This involves specifying the source audience, which is the group you want to predict behavior for.

  • Set Predictive Metrics:

Choose the predictive metrics you're interested in. These could be specific events or user characteristics.

  • Adjust Audience Size:

Adjust the audience size to meet your targeting goals. You can set a balance between precision and reach.

  • Review and Save:

Review your settings and click on "Save" to create your predictive audience.

  • Monitor and Refine:

Once created, monitor the performance of your predictive audience. Refine the settings as needed to improve accuracy.

Key Features of Predictive Audiences:

Real-Time Insights: Predictive audiences provide a dynamic and up-to-the-minute view of user behavior, enabling marketers to adapt their strategies in real time.

Machine Learning Algorithms: GA4 employs machine learning to analyze patterns and signals from users, predicting future actions based on the current context and behavior.

Automatic Audience Creation: Say goodbye to manually defining audience parameters. Predictive audiences automatically adjust and adapt, making them a powerful tool for staying ahead in the fast-paced digital landscape.

Enhanced Targeting Precision: By predicting user behavior, these audiences offer a more targeted approach, allowing marketers to tailor their campaigns with greater precision and relevance.

Examples of Predictive audiences

Likely First-Time 7-Day Purchasers:

Predictive audiences can identify users who are likely to make their first purchase within the next 7 days. This allows businesses to tailor onboarding experiences, provide targeted promotions, and optimize messaging to encourage that initial conversion.

Likely 7-Day Churning Users:

Predictive audiences can pinpoint users who exhibit behavior indicating a potential churn within the next 7 days. This insight enables proactive engagement strategies, such as personalized offers, customer support outreach, or targeted content, to retain users who might be at risk of leaving.

Likely 7-Day Purchasers:

This predictive audience identifies users who are likely to purchase within the next 7 days. Businesses can leverage this insight to create targeted marketing campaigns, offer time-sensitive promotions, or provide personalized product recommendations to encourage and facilitate purchasing decision.

Likely 7-Day Churning Purchasers:

This audience focuses on users who are predicted to purchase within the next 7 days but also exhibit behaviors associated with potential churn.

Implementing retention strategies, such as exclusive offers, personalized communication, or enhanced customer support, can be crucial in retaining these users and preventing churn despite their imminent purchase.

These predictive audiences offer a strategic approach to marketing by addressing both potential revenue generation and potential churn within a specific timeframe. They empower businesses to tailor their actions based on real-time predictions, optimizing the customer journey and overall business outcomes.

Benefits of Using Predictive Audiences:

  • Improved Conversion Rates: Predictive audiences help in identifying users with a higher likelihood of converting, allowing for more effective targeting and personalized messaging.
  • Enhanced User Experience: Tailoring your content and user experience based on predictive insights ensures that visitors receive more relevant and engaging interactions, fostering a positive experience.
  • Time and Resource Efficiency: With automatic audience creation and real-time adaptability, marketers can save time on manual audience segmentation and focus resources on strategic initiatives.
  • Optimized Ad Spend: Targeting the right audience at the right time is crucial for optimizing ad spend. Predictive audiences contribute to more efficient and cost-effective advertising campaigns.
  • Future-Proofing Strategies: As user behavior evolves, predictive audiences evolve with them. This future-proofing aspect ensures that your marketing strategies remain relevant and effective over time.


In the ever-evolving landscape of digital marketing, staying ahead of the curve is paramount. Predictive audiences in GA4 empower marketers with the ability to anticipate user behavior, optimize campaigns, and deliver a more personalized and engaging experience. 

By harnessing the power of machine learning, GA4's predictive audiences pave the way for a data-driven and forward-looking approach to digital marketing. 

Embrace this innovative feature to unlock new dimensions of efficiency and effectiveness in your online strategies.