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
- 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.
- Click New audience.
- Under Suggested Audiences, go to General and select Recently active users.
- Click + Add group to exclude.
- Select Permanently exclude users when.
- Select Add new condition > Events > in_app_purchase.
- Click Or.
- 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.
- Rename your audience and change your description to something you'll find memorable. Click Save.
- 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