How to Create GA4 Audiences

What are GA4 audiences used for?

GA4 audiences are used to segment users that are valuable to a business. These audiences can be used for remarketing purposes to deliver ads to specific groups of people.

There are two ways to create audiences in GA4: through the audience section in the Admin tab or by utilizing the Segment Builder in Explorations.

Multiple settings in the Segment Builder can create audiences based on specific conditions.

Predictive metrics are also available to utilize with conditions to create more targeted audiences.

The goal of creating audiences is to better target and personalize ads to specific groups of users, ultimately leading to higher conversions and revenue for a business.

What are the two ways in which audiences can be created?

There are two ways to create audiences in GA4. First, go to the Admin section and select "New Audience."

From there, you can choose the type of audience you want to create based on specific criteria such as demographics, behavior, or technology.

The second way to create audiences is to utilize the Segment Builder in the Exploration section.

You can create a custom segment and turn it into an audience by marking the "build an audience" option.

This allows you to use data from custom reports and turn them into a targeted audience for remarketing purposes.

Both methods effectively create audiences, and it ultimately depends on your specific needs and preferences.

How can demographic features be used to target specific groups?

To target specific groups based on demographic features, the first step is utilizing the filters in Google Analytics 4 to narrow the audience.

For example, to target women, select "gender" as "female" under the filter section.

Similarly, select specific age groups based on your preference, and apply the filters.

You can also create audiences in two ways: through the Admin section and creating a new audience or through the Segment Builder in Explorations.

For example, if you want to target customers, select "purchase event count" as "more than zero" in the filter section.

You can also add location preferences and predictive metrics to make your audience more specific.

If you have custom reports that provide specific insights, you can turn those segments into audiences.

Under the User Segment section, select "build an audience" and create your audience based on the segment.

In this way, you can define a group of people based on their demographic features and target them with relevant ads or campaigns.

How can predictive metrics be used for audience creation?

Predictive metrics can be used in audience creation in Google Analytics 4.

Using machine learning, Google Analytics 4 allows users to create audiences based on predictive metrics, such as high churn or purchase probability.

To create an audience based on a predictive metric, users can select the appropriate condition, such as "View Item" for high churn probability or "Purchase event count" for high purchase probability.

They can then set the conditions' parameters, such as the time frame for a "View Item" event.

Users can then select the predictive metric they want, such as "Purchase probability," to define their target audience.

Once the parameters are set, the audience can be created and used for targeted advertising or further analysis.

What is an example of a specific type of user that can be targeted through audience creation?

An example of a specific type of user that can be targeted through audience creation could be women within a certain age group.

Audience creation allows you to filter and segment your website visitors based on their demographic features, interests, behavior, and more.

With GA4, you can create audiences in two ways: through the Audience section in the Admin panel or the Segment Builder in Explorations.

You can turn a user segment into an audience for remarketing purposes.

Creating targeted audiences based on specific user characteristics can help you deliver more personalized and relevant marketing messages to your target audience.

Demographic features can be used to target specific groups, such as women in a particular location.

? Engagement can be defined in different ways and can be used for audience creation

? Current clients can be targeted by setting an event count of more than zero for their specific activity

? Viewed product count can be used to target interested buyers

? Cart abandoners can be targeted by excluding users who added products to their cart but did not purchase

? Inactive purchasers can be targeted by excluding users who have been active in the last seven days

? Predictive metrics can be used to target high churn or high purchase probability clients

? High-value customers can be targeted by setting purchase values of more than a specific amount

? Specific device users can be targeted for those who have gone through specific funnel steps

? Bouncers can be targeted by setting a condition for scrolling but not initiating any page views

? Converted users from a specific source, such as a newsletter, can be targeted by setting a filter for the source and relevant conversion event.

How do audiences help businesses understand performance based on specific segments?

Audiences help businesses understand performance based on specific segments by allowing them to segment their users in ways that are important to their business.

This segmentation can be done through dimensions, metrics, and events that help businesses to get smarter about their marketing efforts.

By creating audiences, companies can isolate practically any subset of users and then use those audiences to serve targeted digital ads based on the specific criteria identified when setting up the audiences.

A user can hit the check mark on their Google Analytics property to create an audience.

Audiences can be used in two ways: for analysis and advertising. In analysis, audiences can be used for comparisons and standard reports in GA4 or segments in explorations.

In advertising, audiences serve targeted ads to specific customer groups.

One important thing to note is that audiences help businesses understand performance based on particular segments, so it is important to make sure that the most important customer groups are included in the audiences.

Audiences are retrospective, meaning that data is collected over time and can be used for analysis in the future.

Create a custom audience; there are two ways to do this: manually selecting specific segments or using audience templates provided by Google Analytics.

By using audiences, businesses can better understand performance based on specific segments, which can help them make more informed decisions regarding their marketing efforts.

Can audience conditions be changed once created?

Once an audience is created, its conditions cannot be changed.

The membership time, or the duration for which a person who meets the audience conditions stays in it, can range from one day to 540 days, with the default being 30 days.

Although most online resources suggest that audiences are not retroactive and start collecting members only from the time they are created, the author's personal experience and a Google support article contradict this.

To create an audience, go to the Admin section of the Google Analytics account, click the Gear icon, and select Audiences under Property Settings.

Audiences can be used for analysis and advertising, and their conditions can be determined based on the specific objective.

The membership duration and audience trigger can also be selected at this stage.

What is the range of membership time for audiences?

The range of membership time for audiences can range from as little as one day to as long as 540 days, with the default being 30 days.

The membership duration determines how long someone who meets the conditions of the audience can stay in that audience.

It is important to note that once the audience conditions are set, they cannot be changed, and audiences begin collecting members from the time they are created, meaning they are not retroactive.

However, there is some conflicting information on this last point, as a Google support article suggests that audiences can be backfilled with users from the past 30 days in certain cases.

Where can audiences be found in GA4?

In GA4, audiences can be found in the admin section within the property settings. As you add audiences, they will appear in the audience table.

Two predefined audiences come with your GA4 property. Audiences can be used for both analysis and advertising purposes.

With GA4, you can segment audiences by dimensions, metrics, and events, isolating practically any subset of users.

By understanding performance based on specific segments, audiences can help you better analyze and optimize your website or advertising campaigns.

Overall, audiences are a valuable tool in GA4 for gaining insights and improving performance.

What are the steps to create a new audience?

There are two ways to create a new audience in Google Analytics.

The first method is to click on the "Audience" tab in the left-hand menu bar and select "Overview."

From there, users can click the "New Audience" button and fill in the specific criteria for their audience.

The second method involves going into the "Explorations" section and creating a blank exploration to build a segment, which can be turned into an audience.

Before creating an audience, it's important to establish a marketing objective and determine the specific conditions for the audience based on metrics, dimensions, and events.

Users can decide the membership duration and create an audience trigger to monitor audience growth. Ideally, audiences should represent the most important customer groups, which can be used for analysis or targeted digital ads if linked to Google Ads.

To create a new audience, the steps are:

1. Click on the "Audience" tab in the left-hand menu bar and select "Overview" or go to "Explorations" and create a blank exploration.
2. Fill in specific criteria for an audience based on marketing objectives, metrics, dimensions, and events.
3. Determine membership duration and create an audience trigger (optional).
4. Click "Create Audience."

Audiences allow for the segmentation of users based on dimensions, metrics, and events.

Custom audiences can be created to serve targeted digital ads based on specific criteria.

The most important customer groups should be included in audiences.

Audience conditions cannot be changed once created, and membership time ranges from one day to 540 days.

?Audiences begin collecting members from when they are created and are not retroactive except in certain cases.

Audiences can be found in the admin section of GA4 within property settings, with predefined audiences available upon creation.

Audiences can be used for analysis with comparisons and standard reports in GA4 or for advertising with personalized ads in Google Ads.

Here are some examples of audience formulas that can be created in GA4:

1. Users who have visited a specific page on your website:
2. Page title equals "XYZ"
3. Users who have completed a specific conversion event:
4. The event name equals "Completed Purchase"
5. Users who have spent a certain amount of time on your website:
6. Session duration greater than or equal to 5 minutes
7. Users who have visited your website from a specific traffic source:
8. Source equals "Google"
9. Users who have viewed a specific product category on your website:
10. Item category equals "Shoes"

To create an audience formula in GA4, you can navigate to the "Audiences" section of your GA4 property, click on "New audience", and then select "Formula".

From there, you can define the conditions and criteria for the audience using the available dimensions, metrics, and operators. Once you've created the formula, you can save the audience and use it for targeting in your marketing campaigns.

Thanks

Kiran Voleti

www.kiranvoleti.com