Follow these instructions to create an audience of users who added items to their shopping carts but didn't make a purchase. These users are also sometimes referred to as basket abandoners.
Watch a short video (00:33) to see how to to create a cart abandoners audience in Google Analytics.
Set up a cart abandoners audience
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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 add_to_cart event and the purchase event on your website or app
- Set the Industry category for your property to one of the following:
- Jobs & Education
- Real Estate
- Shopping
- Travel
You can temporarily switch the industry category for your property to use a suggested audience for that industry. Once you create and save the audience, you can switch back to your previous industry category.
Create the audience
- In Admin, under Data display, click Audiences.
Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be a Marketer or above at the property level to create the audience.
- Click New audience.
- Under Use a reference, go to Shopping and select Cart abandoners.
If you set your property's industry category to Jobs & Education, Real Estate, or Travel, you'll see that instead of Shopping.
- Click Save.
- Your new audience appears at the top of the management table.
Use the audience in Google Ads
To use the audience in Google Ads you need to:
- Activate Google Signals and/or set up user-provided data collection for the Analytics property
- Link your Google Ads and Analytics accounts and enable personalized advertising