Digital Marketing - Study Notes:
You can create custom audiences based on events and interactions with your website, and you can then use them as remarketing lists in Google Ads. These audiences are based on conditions that you specify – for example, people who made a purchase or filled out a lead form. When GA4 is linked to Google Ads, these audiences will be available for remarketing in your campaigns.
You can create audiences in the Admin Area of GA4 and select the conditions that will define the audience. This can be done by selecting individual events and interactions that the audience has taken (such as making a purchase) or by setting the conditions to include multi-step interactions or events (for example, people who bought more than once).
Furthermore, you can also exclude users from your audience list based on events as a way to refine the audience further. For example, to create an abandon cart audience list, you should include everyone who started your ecommerce checkout but exclude people who complete the purchase. This will show those who have abandoned their purchase by starting but not completing the checkout.
If you have enough users on your website or mobile app, you can also use the predictive audiences that model certain audience groups using the machine learning capabilities in GA4. It’s always worth checking what predictive audiences might be available to use, though you need relatively high user numbers to avail of this feature, so it’s not always available to every GA4 user.
Back to TopCathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
