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 must be signed in to a Google Account to open the property. 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.

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4. Click + Add group to exclude.

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5. Select Permanently exclude users when.

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6. Select Add new condition > Events > in_app_purchase.

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7. Click Or.

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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.

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10. Your new audience appears at the top of the management table.

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Use the audience in Google Ads