Posted by Stuart Walters on July 29, 2020
Google Analytics are introducing two new predictive metrics to App + Web properties. The first is Purchase Probability, which predicts the likelihood that users who have visited your app or site will purchase in the next seven days. The second, Churn Probability, predicts how likely it is that recently active users will not visit your app or site in the next seven days.
Previously, if you wanted to reach people most likely to purchase, you’d probably build an audience in Google Analytics of people who had added products to their shopping carts but didn’t purchase. However, you might miss reaching people who never added to the trolly, but are likely to purchase in the future. The new Predictive audiences automatically determine (we're not sure how yet!) which customer actions on your app or site might lead to a purchase—helping you find more people who are likely to convert at scale, cool huh?
As well as suggesting an audience that includes everyone who is likely to purchase in the next seven days—on either your app or your site, you can even reach them with a personalised message using Google Ads!
Or let’s say you've got loads of articles you want people to read. You can build an audience of users who are likely to not visit your app or site in the next seven days and then create a Google Ads campaign to encourage them to read one of your popular articles.
You can also use predictive metrics to analyze your data with the Analysis module. For example, you can use the User Lifetime technique to identify which marketing campaign helped you acquire users with the highest Purchase Probability. With that information, you may decide to reallocate more of your marketing towards that high value campaign.
You will soon be able to use predictive metrics in the App + Web properties beta to build audiences and help you determine how to optimize your marketing budget. In the coming weeks these metrics will become available in properties that have purchase events implemented or are automatically measuring in-app purchases once certain thresholds are met.
Excerpts from Google Marketing Platform Blog