Audiences – Segment users into business-relevant groups
An Audience is a set of users defined based on specific characteristics that are important for a business, e.g. cart abandoners, foreign language enthusiasts, sports and hiking lovers or video/computer gamers. Such segmentation allows for more meaningful analysis of user behavior and website performance.
As Google Analytics records new data, users automatically fall into previously defined audiences and their memberships are evaluated on an ongoing basis to ensure the users still meet the specified criteria. If the newest data no longer meets the criteria, corresponding users are removed from those audiences.
Importantly, thanks to integration of GA4 with Google Ads, audiences are available for retargeting in ad campaigns. Targeting of users based on their actual behavior – as recorded by GA4 – allows customization of ad creative and, consequently, improved campaign performance. Integration with other tools of the Google Marketing Platform, e.g. Optimize and Display & Video 360, can be expected as GA4 matures.
More information on how to create, edit, and archive audiences is available here.