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
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- Log into your Google Analytics account
- Navigate to the relevant Account and Property
- Go to the Admin section
- On the Property level, open the ‘Audience Definitions – Audiences’ section
- Click the ‘+New Audience’ button
- Verify that the selected View is correct under ‘Audience source’
- Under ‘Audience definition’ click on ‘Create new’
- Choose ‘Advanced – Conditions’
- Select ‘Event Action’
- Select ‘Exactly matches’
- Enter ‘Basic’ (use exact case)
- Click ‘Apply’
- Name your audience with a memorable name, e.g ‘Fixel Basic engaged users’
- Build a Dynamic remarketing Audience in Google Ads
- Sign in to your Google Ads account.
- Build a dynamic remarketing campaign that suits your goals
- Use your previously built Basic Engaged Audience to make sure your campaign filters out Unengaged users