Removing Unengaged Users

Intro

In terms of advertising cost, it is well known that acquiring new visitors is more expensive than retargeting to visitors who have already engaged with a website. This drives site owners to create site-wide retargeting campaigns, inviting visitors to return to the website. While this tactic outperforms most acquisition campaigns, it still spends a lot of resources on unengaged users that have very low to non-existent purchase intent.

Filtering out Unengaged Users

To filter out unengaged users, a marketer would need an effective metric to measure engagement, luckily Fixel provides just that, summarizing dozens of data points and engagement patterns into a metric you can use

Benefits

  • Unengaged audiences are known to have low purchase intent
  • Excluding unengaged audiences ensures that your media budget isn’t wasted on window shoppers

How to do it

 

  • Go to my.fixel.ai and create a segment. Here’s a guide to help you Get Started.
  • Create a Fixel Basic Audience in Google Analytics
    1. Log into your Google Analytics account
    2. Navigate to the relevant Account and Property
    3. Go to the Admin section
    4. On the Property level, open the ‘Audience Definitions – Audiences’ section
    5. Click the ‘+New Audience’ button
    6. Verify that the selected View is correct under ‘Audience source’
    7. Under ‘Audience definition’ click on ‘Create new’

    8. Choose ‘Advanced – Conditions’
    9. Select ‘Event Action’
    10. Select ‘Exactly matches’
    11. Enter ‘Basic’ (use exact case)
    12. Click ‘Apply’
    13. Name your audience with a memorable name, e.g ‘Fixel Basic engaged users’
  1. Build a Dynamic remarketing Audience in Google Ads
    1. Sign in to your Google Ads account.
    2. Build a dynamic remarketing campaign that suits your goals
    3. Use your previously built Basic Engaged Audience to make sure your campaign filters out Unengaged users
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