Stop Guessing: Use GA4’s High-Value & Disengaged Audiences to Improve ROAS

Stop Guessing: Use GA4's New High-Value & Disengaged Audiences to Crush Customer Lifecycle Goals in Google Ads

Marketing used to be a guessing game. You would throw budget at broad audiences and hope that the “algorithm” would find you a customer. Then, you’d pray that customer was actually profitable.

But in the era of automated bidding and AI-driven campaigns (like Performance Max), data quality is your only competitive advantage. If you feed Google Ads average data, you get average results. If you feed it superior segmentation, you dominate.

GA4 has now bridged the gap between complex data science and everyday marketing with its High-Value Purchasers and Disengaged Purchasers Suggested Audience Templates — total game-changers for Customer Lifecycle Goals in Google Ads.

This guide cuts through the theory. Below, you’ll learn exactly how to build these audiences in GA4 and deploy them in Google Ads to maximize ROAS.

Template Deep Dive 1: High-Value Purchasers (The Gold Standard)

For years, creating a "High Lifetime Value" customer list required spreadsheets, SQL, or third-party tools. GA4 has democratized this with a built-in template that identifies your top revenue-generating users.

The core engine behind this is the LTV Percentile metric.

• It’s Dynamic: Updates as your business evolves.
• It’s Relative: Focuses on the top tier of customers compared to your entire base.

Strategic Benefit: Use this list to train Google Ads’ New Customer Acquisition goal to pursue prospects who behave like your top 1–10% buyers.

Template Deep Dive 2: Disengaged Purchasers (The Retention Target)

Retaining customers is up to 25x cheaper than acquiring new ones. GA4’s Disengaged Purchasers template identifies users who once purchased but haven’t returned within a defined timeframe.

Strategic Benefit: Build Win-Back campaigns in Google Ads that reactivate at-risk customers with tailored offers and personalized messaging.

Practical Guide: Creating These Audiences in GA4

Step 1: Navigate to the Audience Builder

1. Log in to your GA4 property.
2. Go to Admin.
3. Select Audiences under Data display.
4. Click New audience.
5. Open the Suggested Audiences tab → Any categories.

Step 2: Creating the High-Value Purchasers Audience

1. Select High-value purchasers.
2. Edit the default LTV condition.
3. Switch to Percentile mode.
4. Select Top 10% (or Top 5% for large datasets).
5. Save the condition.

Step 3: Creating the Disengaged Purchasers Audience

1. Choose Disengaged purchasers from Suggested Audiences.
2. Set the timing based on your purchase cycle.
3. Example: If customers return every 30 days, choose > 45 days.
4. Save the audience.

Step 4: Audience Naming & Duration

Use clear naming:

• GA4 – High Value Purchasers (Top 10%)
• GA4 – Disengaged Purchasers (>45 Days)

Membership Duration:

• High Value → 540 days
• Disengaged → Usually 90–180 days

Enable personalized ads for your GA4 → Google Ads link.

Integrating These Audiences Into Google Ads Lifecycle Goals

High-Value → Acquisition (NCA Goal)

1. In Google Ads: Goals → Conversions → Customer acquisition.
2. Choose "Bid higher for new customers."
3. Select your GA4 High Value Purchasers audience.

Result: Google aggressively bids for new customers who resemble your most profitable ones.

Disengaged → Retention (Win-Back Campaigns)

1. Create a remarketing campaign in Google Ads.
2. Target the GA4 – Disengaged Purchasers audience.
3. Enable the Retention Goal if available.

Creative Tips:

• "It’s been a while — here’s 10% off!"
• "See what’s new since your last purchase."
• "Come back and complete your set."

Best Practices & Troubleshooting

• Audience empty? Wait 24–48 hours or confirm revenue tracking.
• List too small? Expand to Top 20% or extend duration.
• Disengaged timing wrong? Check average purchase intervals.
• A/B test: Compare against old purchaser lists.

Final Takeaway

The days of treating every purchaser the same are over. Some customers build your business; others barely cover acquisition costs.

By leveraging GA4’s High-Value and Disengaged audience templates, you stop guessing and start sending Google Ads the signals it needs to optimize both acquisition and retention.

Build these audiences today — your future ROAS will thank you.