What are predictive metrics in GA4 and how do they work?

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What are predictive metrics in GA4 and how do they work?

Asked on Sep 17, 2025

Answer

Predictive metrics in Google Analytics 4 (GA4) are advanced metrics that use machine learning to forecast future user behavior based on historical data. These metrics help businesses anticipate actions such as purchase probability or churn probability, enabling more informed decision-making.

Example Concept: Predictive metrics in GA4, such as "Purchase Probability" and "Churn Probability," leverage machine learning models to analyze user data and predict future actions. These metrics are based on user interactions and can be used to create predictive audiences for targeted marketing campaigns. By understanding the likelihood of certain user behaviors, businesses can optimize their strategies to increase conversions and reduce churn.

Additional Comment:

Predictive metrics require a minimum amount of data to function, typically needing at least 1,000 returning users with purchase events in a 28-day period.
These metrics are available in the "Analysis" section under "Explorations" in GA4.
Using predictive audiences can enhance retargeting efforts by focusing on users with a high likelihood of conversion.

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