[GA4] Audiences for common marketing objectives

[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:

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.
    Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be a Marketer or above at the property level to create the audience.
  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.

    Audience builder showing the Cart abandoners suggested audience settings. The Save button in the upper right is marked with a red border.

  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:

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