[GA4] Set up an audience of active users who never made a purchase

Follow these instructions to create an audience of recently active users who have never made a purchase.

Watch a short video (1:03) to see how to to create the audience in Google Analytics.

Set up an audience of active users who never made a purchase

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 purchase and/or in_app_purchase event on your website or app

Create the audience

1. In Admin, under Data display, click Audiences.
2. Click New audience.
3. Under Suggested Audiences, go to General and select Recently active users.

   

4. Click + Add group to exclude.

   

5. Select Permanently exclude users when.

   

6. Select Add new condition > Events > in_app_purchase.

   

7. Click Or.

   

8. Select Add new condition > Events > purchase.
   • If you have set up custom events for purchases on your website or app, for example, ecommerce_purchase, add them as well. Click Or > Add new condition > Events and find your custom event.
9. Rename your audience and change your description to something you'll find memorable. Click Save.

   

10. 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