About the client
Carrefour is a leading retail brand in Taiwan with a diversified business spanning online shopping, hypermarkets and supermarkets, and more than one hundred stores nationwide. Carrefour Online Shopping focuses on improving the customer experience and making its marketing more relevant to what shoppers need.
The challenge
Many brands build audiences on traditional attributes such as age, gender and interests. This often leads to high bids or audiences too broad to reach the right people. At the same time, as customer touchpoints multiply, each shopper’s needs and preferences become more individual and cannot be captured by a single attribute.
GA4 events and predictive audiences: three high-value segments
With shoppers changing quickly, audiences need to be defined in a more timely, data-driven way. Starting from behaviour, CloudAD used GA4 tracking and predictive features to identify three segments, high intent, high potential and high value, separating users at different stages of the shopping journey.
- High intent: active browsers. These shoppers search and compare products and show strong purchase intent. CloudAD used GA4 event data to select users who view many pages and focused ads on this group, improving targeting accuracy.
- High potential: shoppers about to buy. Brands worry most about journeys that stop short. Beyond the basic add-to-cart audience, CloudAD used GA4 predictive analytics to target “likely purchasers in the next 7 days” and “likely first-time purchasers in the next 7 days”, reaching more users with high conversion potential.
- High value: loyal customers. Regular repeat buyers and high-basket shoppers drive revenue growth. CloudAD analysed purchase history, average order value and engagement with high-priced items in GA4, targeted purchasers who had been inactive for 7 days to encourage repeat purchases, and used GA4’s AI prediction of “users expected to spend the most in the next 28 days” to focus resources on customers with high lifetime value.
Results
Compared with the high-basket audience:
- Click-through rate up 16%
- Cost per click down 9%
- Ad optimisation efficiency up 50%
What the client says
“Throughout the project the team showed outstanding GA4 expertise and helped us set up and use predictive audiences accurately and efficiently.”
— Sophia Huang, CMO, Carrefour
Quote translated from Chinese.
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