RFM Customer Segmentation (GA4 Ecommerce in BigQuery + LookerStudio)

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Use RFM analysis to segment your customers based on their past purchasing behavior and tailor your marketing strategies to maximize engagement. Designed exclusively for Google Analytics 4 Ecommerce Events in Google BigQuery and Looker Studio.
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  • Minor technical knowledge needed — Run SQL Queries
    Business Type
    Tech used
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    RFM Segmentation Analysis is a data-driven customer segmentation technique used by businesses to understand and categorize their customers based on their past purchasing behavior.

    The primary objective of RFM analysis is to efficiently identify and target distinct customer segments for marketing campaigns, aiming to retain valuable customers, engage existing ones, and re-engage those who have left.

    This technique relies on three important components: Recency (days since the last transaction), Frequency (total number of transactions), and Monetary Value (total amount spent).

    This Template is designed exclusively for Google Analytics 4 Ecommerce Events in Google BigQuery and Looker Studio.

    What you'll get

    Access to QueryBuilder

    For this professional-grade level of analysis, you will need to preprocess your GA4 data. To accomplish this, you will have to create some views or tables in your BigQuery.
    QueryBuilder generates complex GA4 queries for you easily.
    This way, you do not need any prior experience, and you ensure that access to your data is not shared with anyone but yourself.

    Own the Dashboard
    1. RFM Overview
    • Get an Overview for RFM Segments characteristics and understand Customer behavior.
    2. RFM Movements
    • Inspect the movements of RFM Segments over time using Historical RFM or RFMt.
    3. RFM Cohorts
    • Inspect RFM Segments per Cohort Month - User Acquisition Month.
    4. Recency Analysis (Days Since Last Transaction)
    • Analyze the Recency Component.
    5. Frequency Analysis (Total Transactions)
    • Analyze the Frequency Component.
    6. Monetary Analysis (Total Net Revenue)
    • Analyze the Monetary Component.
    7. Recommendations
    • Get recommended strategies per Customer.

    🡒 You gain access to our resources such as Template Google Sheet and 1click report generator for 7 days from the date of purchase, subject to fair use as outlined in the Templates License Agreement.


    a) Edit access to the Google BigQuery Console for executing SQL statements.
    b) Google Analytics 4 export previously activated in BigQuery. Learn how here.
    c) Google Analytics 4 Ecommerce events set up.

    Slug rfm-customer-segmentation-ga4-bq-ls-template
    Product Type Templates
    Category Customer Segmentation
    Tags BigQuery, ga4, Marketing, RFM
    Business Type
    Setup Time 5'
    Setup Difficulty 2 | Minor technical knowledge needed — Run SQL Queries
    Tech Used Google Analytics 4 - Google BigQuery - Looker Studio


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    JustSQL Builder is an advanced SQL Builder designed to simplify the creation of complex queries. For example, to prepare your data for RFM segmentation and cohort analysis, simply adjust the schema (modify fields and tables based on your database setup) and then click 'Generate' to generate the final SQL statement. You can access JustSQL Builder after you purchase a Template.

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