[GA4] Set up a cart abandoners audience

Follow these instructions to create an audience of users who added items to their shopping carts but didn't make a purchase. These users are also sometimes referred to as basket abandoners.

Watch a short video (00:33) to see how to to create a cart abandoners audience in Google Analytics.

 

Set up a cart abandoners audience

Before you begin

To create the audience, you need to:

• Have the Editor role for the property in which you want to create the audience
• Set up the add_to_cart event and the purchase event on your website or app
• Set the Industry category for your property to one of the following:
  • Jobs & Education
  • Real Estate
  • Shopping
  • Travel

You can temporarily switch the industry category for your property to use a suggested audience for that industry. Once you create and save the audience, you can switch back to your previous industry category.

Create the audience

1. In Admin, under Data display, click Audiences.
2. Click New audience.
3. Under Use a reference, go to Shopping and select Cart abandoners.

   

   If you set your property's industry category to Jobs & Education, Real Estate, or Travel, you'll see that instead of Shopping.
4. Click Save.

   

5. Your new audience appears at the top of the management table.

   

Use the audience in Google Ads

To use the audience in Google Ads you need to:

• Activate Google Signals for the Analytics property
• Link your Google Ads and Analytics accounts and enable personalized advertising