Projected income’ is a metric that predicts the expected revenue from all purchase conversions over the next 28 days from a user who has been active in the last 28 days.
This metric can increase conversions on your site by reaching the people most likely to spend the most through Google Ads.
In parallel with the metric in Google Analytics, there is also a new predictive audience “Projected 28-day maximum spend”, which you can create in Audience Builder. The audience includes users who, according to forecasts, will receive the most revenue in the next 28 days and are able to take the targeted action.
It will soon be possible to analyze the metric through a special module “Analysis”. For example, the User Lifetime method can serve as an indicator of which marketing campaigns are most likely to attract the highest spenders.
Recall that among Google Analytics 4 you can also predict the probability of a purchase for ecommerce eventspurchase , ecommerce_purchase and in_app_purchase and the chance of losing a user.
Important! To successfully use predictive metrics, Google Analytics must have enough data – at least 1000 users who meet and do not meet the analysis criteria. Also, the resource must transmit events and maintain the quality of the predictive model over time.
