How do I create and use audiences in GA4?

by · Published · Updated

Applies to: Google Analytics 4 (GA4)
Last updated: May 2025

Problem

You want to segment users into meaningful groups—like frequent buyers, mobile users, or users who viewed a specific page—so you can analyze behavior, target ads, or build remarketing campaigns.

Solution

GA4 lets you build audiences based on user properties, behaviors, events, and more. These audiences can be used within GA4 for analysis or shared with linked platforms (like Google Ads) for remarketing and targeting.

Step-by-Step Guide

Step 1: Navigate to Audience Builder

  1. Go to https://analytics.google.com
  2. Select your GA4 property
  3. Click Admin > Audiences
  4. Click New Audience

Step 2: Choose an Audience Template or Start from Scratch

  • You can use a suggested audience (e.g., recently active users, purchasers)
  • Or click Create a custom audience for full flexibility

Step 3: Define Audience Conditions

Use the audience builder to set:

  • Include users when…
    • Example: event_name = purchase
    • OR page_location contains /pricing
  • Combine with AND/OR logic, event parameters, or user properties
  • Set time constraints, e.g., within the last 30 days

Examples:

  • Users who viewed a product but didn’t purchase
  • Users from a specific country using mobile devices
  • Users who triggered an event at least 3 times in a session

Step 4: Add Sequence or Time Constraints (Optional)

  • Create sequential steps (e.g., viewed product → added to cart → did not purchase)
  • Set time windows for funnel stages

Step 5: Name and Save the Audience

  • Give your audience a descriptive name (e.g., “High-Intent Mobile Users”)
  • Click Save

Where You Can Use Audiences

  1. In GA4 Reports
    • Use the audience as a comparison group in reports
    • Filter Explorations by specific audiences
  2. In Google Ads
    • If your GA4 property is linked to Google Ads, audiences are automatically shared
    • Use for remarketing, similar audiences, or custom ad targeting
  3. In BigQuery
    • If exporting to BigQuery, audiences appear as a user-level flag

Notes

  • GA4 audiences are dynamic—users enter or exit based on conditions
  • Audiences begin collecting data from the moment they are created (not retroactive)
  • Audience size may take up to 24 hours to populate fully

Tags:

You may also like...