[GA4] Audiences for common marketing objectives

This article contains the most common kinds of audiences that you might want to create for advertising and analysis. Use these audiences to get started. As you plan your business strategy, refine your audiences to match it.

Lead generation

Marketing objective: Generate leads

• Recent leads
• Age and gender
• Repeat visitors who aren't leads

Online sales

Marketing objective: Increase online sales

• Cart abandoners
• Recent purchasers
• Repeat purchasers
• Likely 7-day purchasers

Blog or educational

Marketing objective: Increase awareness

• Users who signed up for your newsletter
• Repeat visitors
• Likely 7-day churning users

Games app

Marketing objective: Drive apps and mobile growth

• Active users who never made a purchase
• Tutorial abandoners