[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.

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.
   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 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