In today’s blog, I’m going to be showing you how to create audiences in Google Analytics 4 (GA4) and the different types of audiences you can create for remarketing.

Why Audiences in Google Analytics 4?

Remarketing or retargeting is a fantastic digital marketing strategy where you can reach out to your potential customers, repeat customers, or pretty much any audience that you want and follow them around on the internet so that you can convert them into the desired audience that you need.

 For example, let’s say someone visits your website and they do not subscribe to your newsletter or purchase anything. Then, you can remarket to them or retarget them across the internet and make them convert.

As you know, with Google Ads, Facebook Ads, or LinkedIn Ads, it’s not always possible to convert someone on the very first attempt. That’s why you need to retarget them. To build specialized audiences, you need to have the ability to track them and create those audiences. 

The best way to do that is through GA4. I’m going to be showing you two ways in which you can create custom audiences and sync those audiences back to Google Ads.

How to create a custom audience report?

The first way is through the Exploration section in your GA4 account. First, you need to set up a GA4 account.

Now, I’m going to show you the best way to create an audience. I don’t typically create an audience from the segment. Another way to do that is through the Admin section and then the Audiences tab. 

1. Access Your GA4 Account

• First Log in to your Analytics account.
• Ensure your account and property are properly set up for tracking data.

2. Navigate to the Audiences Section

• Go to the Admin section in the left-hand menu.
• Under the Property Settings, click on Audiences.

3. Create a New Audience

• Click on the New Audience button in the dashboard.
• Select Custom Audience from the options provided.

4. Define Audience Conditions

• Click on Add New Condition to specify criteria for your audience. Examples include:
  • Scroll Event: Track users who scroll more than a specified percentage of your page.
  • Page Location: Target users visiting specific sections of your website.

Choose your account, choose your GA4 property, and click on Audiences. This is where you can again create a new audience. Click on “New Audience” and select “Custom Audience.”

Let’s say we want to create an audience based on people engaging with your website. In that case, click on “Add New Condition,” specify a scroll event like “Scroll Percentage,” and set it to greater than 25%. Apply the condition, and on the right-hand side, you can see the number of active users in this audience.

You can create audiences for various scenarios, such as people visiting specific sections of your site, interacting with your offer page, or clicking on call-to-action buttons.

 You can also add conditions to target audiences based on demographics, like country or age group.

For e-commerce stores, you can create audiences based on purchase events. For example, you can retarget people who viewed your product page but did not take any action. You can even segment audiences further, such as those who added a product to their cart or those who made a purchase.

GA4 also allows you to create predictive audiences, such as those with a high probability of churn. You can offer them special incentives to make your brand more appealing. Additionally, you can sync these audiences back to Google Ads.

 To do this, go to your Admin section, click on “Google Ads Links,” and enable Google Signals under Data Settings. This ensures seamless integration between GA4 and Google Ads.

In your Exploration section, you can use the Free Form area, and then there is something called “Segments.” A segment is a way to create different pieces of your audience. Click the “+” to create a custom segment.

 I’m going to choose a user segment, but there are predefined segments that Google has already built, such as recently active users, non-purchasers, purchasers, 7-day inactive users, and more.

If you have an e-commerce store and enough data, you can even create a predictive audience, which is fantastic. For example, you can create an audience based on people who are likely to be 7-day purchasers, likely 7-day churn users, likely first-time purchasers, predicted top spenders, etc. GA4 is predicting an action, and you’ll be able to create that audience.

To keep it simple, I’m selecting the user segment. Then, if I use this condition, I can define different options. Once you define those options, you can click on “Build an Audience.“

Conclusion

In conclusion, GA4 provides powerful tools for creating and managing audiences for remarketing. You can leverage segments, events, and predictive analytics to build targeted campaigns. If you have any questions, feel free to comment below. Make sure to like, subscribe, and share this video. I’ll see you next time!