Google Analytics has introduced two new suggested audience templates designed to help advertisers target specific customer lifecycle segments more efficiently.
High-Value Purchasers
This audience is defined by the number of purchases or Lifetime Value (LTV). A new field, LTV percentile, enables advertisers to select the top percentile of LTV users, isolating the highest-value customers for focused marketing efforts.
Disengaged Purchasers
This audience targets users based on the number of days since their last purchase, helping advertisers identify previous buyers who may be encouraged to become repeat customers.
Usage
These audiences can be utilized within Google Analytics reporting and exported to Google Ads. In Google Ads, they align with customer lifecycle goals, supporting:
- New customer acquisition in high-value new customer mode
- Retention and re-engagement in retention or re-engagement modes
This integration facilitates targeted campaigns aimed at acquiring valuable new customers and retaining or re-engaging previous purchasers.
