GA4 audiences let you group visitors by behavior, so you can remarket to them, analyze them, or send them to Google Ads. Here are 25 audience templates worth building for most established businesses.
Engagement Audiences
- Visitors who viewed 3 or more pages in a session
- Visitors who spent over 2 minutes on the site
- Visitors who scrolled 90 percent on a key page
- Returning visitors within the last 30 days
- Visitors who viewed your pricing or services page
Lead and Conversion Audiences
- Visitors who started a form but did not submit it
- Visitors who submitted a contact form
- Visitors who clicked your phone number
- Visitors who requested a quote
- Past customers, based on a purchase or key event
Ecommerce Audiences
- Visitors who added to cart but did not purchase
- Visitors who started checkout but did not complete it
- Past purchasers who have not returned in 90 days
- Visitors who viewed a specific product category
- High value purchasers, based on order total
Traffic Source Audiences
- Visitors from Google Ads campaigns
- Visitors from organic search
- Visitors from your email newsletter
- Visitors from social media
- Visitors from a specific referral partner
Content and Behavior Audiences
- Visitors who read a specific blog post
- Visitors who downloaded a resource or guide
- Visitors who watched a video to completion
- Visitors who used your site search
- Visitors on mobile devices who did not convert
Frequently Asked Questions
Where do I build these audiences in GA4?
Go to Admin, then Audiences, then create a new audience using conditions based on events, pages, or traffic source. Most of the audiences above use events you likely already have set up.
Can I use these audiences in Google Ads?
Yes, once GA4 is linked to Google Ads, these audiences become available for remarketing and for building similar audiences to find new customers.
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