Google introduces dynamic lookback windows in Analytics audiences

Google this week announced the introduction of dynamic lookback windows in GA4 audiences, associated with the value of the event_count parameter.

Advertisers can now configure the audience definition to dynamically include or exclude users who satisfy the value of the event_count parameter within the last N days.

The maximum lookback window is 60 days, which is enforced by the audience builder.

Advertisers can include and exclude condition groups. Google gave the following examples:

Users who were inactive for more than N days

(Exclude users when session_start event_count > 0 in last N-day period)

Users who triggered an event (e.g., purchased) in the last N days

(Include users when purchase event_count > 0 in last N-day period)

Users who haven’t triggered an event (e.g., purchased) in the last N days

(Exclude users when purchase event_count > 0 in last N-day period)

Users who triggered an event (e.g., purchased) less than N times in the last N days

(Exclude users when purchase event_count > 3 in last N-day period)

Users who triggered an event (e.g., purchased) more than N times in the last N days

(Include users when purchase event_count > 3 in the last N-day period)