{"id":644764,"date":"2024-11-20T18:00:00","date_gmt":"2024-11-20T15:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/"},"modified":"2024-11-20T18:00:00","modified_gmt":"2024-11-20T15:00:00","slug":"how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/","title":{"rendered":"#How to leverage Google Analytics 4 and Google Ads for better audience targeting"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a259c7434302\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a259c7434302\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Connect_your_Google_Analytics_4_to_Google_Ads_accounts_to_create_dynamic_audiences_set_conditions_and_drive_PPC_success\" >Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Google_Analytics_4_and_Google_Ads_connection\" >Google Analytics 4 and Google Ads connection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Audiences_to_create_for_Google_Ads\" >Audiences to create for Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#How_to_create_audiences_in_GA4\" >How to create audiences in GA4<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Step_1_Navigate_to_the_Audience_Builder\" >Step 1: Navigate to the Audience Builder<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Step_2_Set_audience_conditions\" >Step 2: Set audience conditions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Step_3_Select_membership_duration\" >Step 3: Select membership duration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Step_4_Double-check_the_audience_summary\" >Step 4: Double-check the audience summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Step_5_Populate_audiences\" >Step 5: Populate audiences<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting\/#Youre_the_expert\" >You\u2019re the expert<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Connect_your_Google_Analytics_4_to_Google_Ads_accounts_to_create_dynamic_audiences_set_conditions_and_drive_PPC_success\"><\/span>Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Audiences and targeting are the foundation of a successful PPC campaign, and Google Analytics 4 (GA4) makes it easier than ever to segment your users effectively.<\/p>\n<p>Before diving in, ensure that:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Your GA4 and Google Ads accounts are connected.<\/li>\n<li>Personalized advertising is enabled. (Please consult with your privacy expert to ensure you\u2019re compliant with all relevant legislation.)<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-google-analytics-4-and-google-ads-connection\"><span class=\"ez-toc-section\" id=\"Google_Analytics_4_and_Google_Ads_connection\"><\/span>Google Analytics 4 and Google Ads connection<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/9379420?hl=en#zippy=%2Cin-this-article:~:text=administrator%20for%20help.-,Link%20to%20Google%20Ads,-Follow%20these%20steps\">Connecting GA4 to Google Ads<\/a> is straightforward.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>In GA4\u2019s <em>Admin<\/em> section, click on <em>Google Ads<\/em> under <em>Product Links<\/em>, click <em>Link<\/em> in the top right corner and select the account you\u2019d like to link.<\/li>\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/7519537?hl=en\">In Google Ads<\/a>, follow this path: <em>Menu &gt; Tools &gt; Data Manager &gt; Connect Product &gt; Select Google Analytics 4.<\/em><\/li>\n<\/ul>\n<p>This connection gives you two powerful options in Google Ads:<\/p>\n<ul class=\"wp-block-list\">\n<li>Pull in key events and use them as conversions for your campaigns.<\/li>\n<li>Import GA4 audiences for remarketing campaigns.<\/li>\n<\/ul>\n<p>This is where the fun begins.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to combine GA4 and Google Ads for powerful paid search results<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-audiences-to-create-for-google-ads\"><span class=\"ez-toc-section\" id=\"Audiences_to_create_for_Google_Ads\"><\/span>Audiences to create for Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The audience builder is one of GA4\u2019s most powerful assets. It lets you segment users in numerous ways \u2013 from specific conditions to time limits and value thresholds.<\/p>\n<p>Sure, you can create classic segments like \u201cadded to cart but didn\u2019t purchase\u201d or \u201cstarted a form but didn\u2019t submit.\u201d<\/p>\n<p>But you can also create more sophisticated audiences like:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Purchasers who\u2019ve spent more than $150.\u00a0<\/li>\n<li>Customers with 3+ purchases.<\/li>\n<li>Buyers who\u2019ve purchased 2+ items from a specific brand.\u00a0<\/li>\n<li>Customers who\u2019ve bought accessories.\u00a0<\/li>\n<li>People who visit a high-ticket product page multiple times.\u00a0<\/li>\n<li>Users who\u2019ve visited a specific location page in the last seven days but haven\u2019t converted.\u00a0<\/li>\n<li>People who claim a free <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">download<\/a> but haven\u2019t purchased.\u00a0<\/li>\n<li>Users who\u2019ve purchased a video package upsell.\u00a0<\/li>\n<li>People who\u2019ve signed up for a webinar and viewed help documents.\u00a0<\/li>\n<li>Visitors who view pricing or contact pages but don\u2019t book demos.\u00a0<\/li>\n<li>Users who view a demo video and visit the contact page.<\/li>\n<\/ul>\n<p>The possibilities are endless once you understand the audience builder\u2019s capabilities.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-create-audiences-in-ga4\"><span class=\"ez-toc-section\" id=\"How_to_create_audiences_in_GA4\"><\/span>How to create audiences in GA4<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I wish I could say creating audiences in Google Analytics 4 was simple. But, like most things in GA4, it\u2019s a bit nuanced.<\/p>\n<p>Fortunately, I\u2019ve done this countless times and can break down the nuances for you.<\/p>\n<p>(<strong>Side note<\/strong>: You can also <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/13315615?hl=en\" target=\"_blank\" rel=\"noopener\">create audiences using GA4 data directly in Google Ads<\/a>.)<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-step-1-navigate-to-the-audience-builder\"><span class=\"ez-toc-section\" id=\"Step_1_Navigate_to_the_Audience_Builder\"><\/span>Step 1: Navigate to the Audience Builder<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In GA4\u2019s <em>Admin<\/em> section, under <em>Data Display<\/em>, you\u2019ll find the <em>Audiences<\/em> tab.\u00a0<\/p>\n<p>This shows all your current audiences, their user counts (this isn\u2019t the same as your marketing audience size \u2013 more on that later) and creation dates.<\/p>\n<p>To create new audiences, click <em>New Audience<\/em> in the top right corner.\u00a0<\/p>\n<p>You\u2019ll see templates to choose from or the option to <em>Create a custom audience<\/em>, which gives you access to the full <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/9267572?hl=en&amp;ref_topic=14272803&amp;sjid=2317196959320585853-NC#zippy=%2Cin-this-article\" target=\"_blank\" rel=\"noopener\"><em>Audience Builder<\/em><\/a>.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-step-2-set-audience-conditions\"><span class=\"ez-toc-section\" id=\"Step_2_Set_audience_conditions\"><\/span>Step 2: Set audience conditions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When creating a custom audience, you\u2019ll see a screen where you can specify conditions to <strong>include<\/strong> users.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"924\" alt=\"Step 2: Set audience conditions\" class=\"wp-image-448445\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-585x338.png.webp 585w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-800x462.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-196x113.png.webp 196w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-768x444.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-1536x887.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"924\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions.png.webp\" alt=\"Step 2: Set audience conditions\" class=\"wp-image-448445\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-585x338.png.webp 585w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-800x462.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-196x113.png.webp 196w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-768x444.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-2-Set-audience-conditions-1536x887.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Clicking <em>Add new condition<\/em> opens a dropdown with (almost) all dimensions and events collected in your GA4 property, plus some metrics.<\/p>\n<p>Simply selecting an event will include any user who triggers it. However, selecting other options requires creating a condition using available filters, which include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Matches regex.<\/li>\n<li>Begins with.<\/li>\n<li>Ends with<\/li>\n<li>Contains.<\/li>\n<li>Exactly matches.<\/li>\n<li>Is one of.<\/li>\n<li>Does not match regex.<\/li>\n<li>Does not begin with.<\/li>\n<li>Does not end with.<\/li>\n<li>Does not contain.<\/li>\n<li>Does not exactly match.<\/li>\n<li>Is not one of.<\/li>\n<li>&gt;<\/li>\n<li>&lt;<\/li>\n<li>\u2265<\/li>\n<li>\u2264<\/li>\n<\/ul>\n<p>For example, to create an audience of blog visitors, you\u2019d set the condition as Page path and screen class <strong><em>contains<\/em><\/strong> blog (assuming your blog posts are in a blog folder).<\/p>\n<p>Including users based on a condition is just the beginning \u2013 the Audience Builder\u2019s capabilities go far beyond that. <\/p>\n<p>Let\u2019s explore its features section by section to uncover its full potential.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"629\" alt=\"Audience Builder breakdown\" class=\"wp-image-448446\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-600x236.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-800x315.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-768x302.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-1536x604.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"629\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown.png.webp\" alt=\"Audience Builder breakdown\" class=\"wp-image-448446\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-600x236.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-800x315.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-768x302.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-breakdown-1536x604.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p><strong>1.<\/strong> \u2018<strong>Or\u2019 function<\/strong><\/p>\n<p>Want to group users who do one of several things? Click the <em>Or<\/em> button to create another condition. This is perfect for situations with multiple qualifying conditions.<\/p>\n<p>For instance, I used this for a client when targeting users interested in large storage units (over 200sqft).\u00a0<\/p>\n<p>Since unit sizes were listed by dimensions (like 10\u00d720) rather than total square footage, we used <em>or<\/em> to include all relevant size options.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1090\" height=\"732\" alt=\"Audience Builder - \u2018Or\u2019 function\" class=\"wp-image-448447\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function.png 1090w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-503x338.png 503w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-800x537.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-168x113.png 168w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-768x516.png 768w\" data-lazy-sizes=\"(max-width: 1090px) 100vw, 1090px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98Or-function.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1090\" height=\"732\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98Or-function.png\" alt=\"Audience Builder - \u2018Or\u2019 function\" class=\"wp-image-448447\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function.png 1090w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-503x338.png 503w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-800x537.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-168x113.png 168w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Or-function-768x516.png 768w\" sizes=\"auto, (max-width: 1090px) 100vw, 1090px\"><\/figure>\n<\/div>\n<p><strong>2. \u2018And\u2019 function<\/strong><\/p>\n<p>Need users who meet multiple conditions? Use the <em>And<\/em> functionality to narrow your audience further.<\/p>\n<p>This could be users who have downloaded a whitepaper <strong>and<\/strong> viewed the pricing page (i.e., a very warm lead).<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1094\" height=\"404\" alt=\"Audience Builder - \u2018And\u2019 function\" class=\"wp-image-448448\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function.png 1094w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-600x222.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-800x295.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-200x74.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-768x284.png 768w\" data-lazy-sizes=\"(max-width: 1094px) 100vw, 1094px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98And-function.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1094\" height=\"404\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98And-function.png\" alt=\"Audience Builder - \u2018And\u2019 function\" class=\"wp-image-448448\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function.png 1094w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-600x222.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-800x295.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-200x74.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018And-function-768x284.png 768w\" sizes=\"auto, (max-width: 1094px) 100vw, 1094px\"><\/figure>\n<\/div>\n<p><strong>3. \u2018Add condition group to include\u2019<\/strong><\/p>\n<p>Use this if you need to do a combination of the <em>Or<\/em> and <em>And<\/em> functions.<\/p>\n<p>While I don\u2019t use this option often, it could be particularly helpful when managing many different conditions.<\/p>\n<p><strong>4. Sequences<\/strong><\/p>\n<p>This is where things get exciting. You can capture users who complete actions in a specific order, even within defined timeframes. <\/p>\n<p>While I use this extensively for analysis, it\u2019s also incredibly useful for ads. For example, you can target users who add items to their cart and then im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely visit the coupon page, helping you identify potential sale shoppers for future clearance campaigns.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1088\" height=\"874\" alt=\"Audience Builder - Sequences\" class=\"wp-image-448449\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences.png.webp 1088w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-421x338.png.webp 421w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-747x600.png.webp 747w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-141x113.png.webp 141w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-768x617.png.webp 768w\" data-lazy-sizes=\"(max-width: 1088px) 100vw, 1088px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1088\" height=\"874\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences.png.webp\" alt=\"Audience Builder - Sequences\" class=\"wp-image-448449\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences.png.webp 1088w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-421x338.png.webp 421w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-747x600.png.webp 747w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-141x113.png.webp 141w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-Sequences-768x617.png.webp 768w\" sizes=\"auto, (max-width: 1088px) 100vw, 1088px\"><\/figure>\n<\/div>\n<p><strong>5. \u2018Exclude\u2019 function<\/strong><\/p>\n<p>Perhaps the most powerful tool in the Audience Builder is the <em>Exclude<\/em> function. It lets you remove specific user subsets from your audience.<\/p>\n<p>The most classic version of this <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">is to\u00a0<strong>include<\/strong>\u00a0users who add to cart and\u00a0<strong>exclude<\/strong>\u00a0users who purchase. Then, target people with a win-back<\/span> campaign.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"992\" alt=\"Audience Builder - \u2018Exclude\u2019 function\" class=\"wp-image-448450\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function.png 1132w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-386x338.png 386w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-685x600.png 685w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-129x113.png 129w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-768x673.png 768w\" data-lazy-sizes=\"(max-width: 1132px) 100vw, 1132px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98Exclude-function.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"992\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-%E2%80%98Exclude-function.png\" alt=\"Audience Builder - \u2018Exclude\u2019 function\" class=\"wp-image-448450\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function.png 1132w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-386x338.png 386w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-685x600.png 685w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-129x113.png 129w, https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-Builder-\u2018Exclude-function-768x673.png 768w\" sizes=\"auto, (max-width: 1132px) 100vw, 1132px\"><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-step-3-select-membership-duration\"><span class=\"ez-toc-section\" id=\"Step_3_Select_membership_duration\"><\/span>Step 3: Select membership duration<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Membership duration determines how long users stay in your audience after triggering your conditions.<\/p>\n<p>The default is 30 days, but you can extend this up to 540 days. When setting this duration, consider how long your conditions remain relevant. Here\u2019s why:<\/p>\n<p>Imagine this: someone visits your site to learn about your Zapier integration. Then, 539 days later, they see your ad promoting that same Zapier integration.\u00a0<\/p>\n<p>By then, they\u2019ve likely either connected the tool to Zapier or signed up with a different tool, right? So, the ad dollars behind the ad? Wasted.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-step-4-double-check-the-audience-summary\"><span class=\"ez-toc-section\" id=\"Step_4_Double-check_the_audience_summary\"><\/span>Step 4: Double-check the audience summary<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>After setting your conditions, the audience summary will show:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>How many users from the last 30 days would fall into this audience.\u00a0<\/li>\n<li>What percentage of total users this represents.<\/li>\n<li>How many sessions these audience members would have had.<\/li>\n<\/ul>\n<p>If you\u2019ve used both include and exclude logic, the summary shows both included and excluded user counts.<\/p>\n<p>Remember: these numbers are based only on the last 30 days.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"842\" alt=\"Step 4: Double-check the audience summary\" class=\"wp-image-448451\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary.png.webp 400w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-161x338.png.webp 161w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-285x600.png.webp 285w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-54x113.png.webp 54w\" data-lazy-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"842\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary.png.webp\" alt=\"Step 4: Double-check the audience summary\" class=\"wp-image-448451\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary.png.webp 400w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-161x338.png.webp 161w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-285x600.png.webp 285w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-4-Double-check-the-audience-summary-54x113.png.webp 54w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-step-5-populate-audiences\"><span class=\"ez-toc-section\" id=\"Step_5_Populate_audiences\"><\/span>Step 5: Populate audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here\u2019s the tricky part: audiences start at zero and only begin populating after you publish them.\u00a0<\/p>\n<p>Since a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/7558048#listsize\" target=\"_blank\" rel=\"noopener\">minimum number of users is required<\/a> for advertising segments, you\u2019ll need to monitor audience sizes in GA4\u2019s Advertising section under <em>Tools<\/em> as they grow.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"521\" alt=\"Step 5: Populate audiences\" class=\"wp-image-448452\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-600x195.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-800x261.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-200x65.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-768x250.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-1536x500.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"521\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences.png.webp\" alt=\"Step 5: Populate audiences\" class=\"wp-image-448452\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-600x195.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-800x261.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-200x65.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-768x250.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Step-5-Populate-audiences-1536x500.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-you-re-the-expert\"><span class=\"ez-toc-section\" id=\"Youre_the_expert\"><\/span>You\u2019re the expert<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I spend my days working in GA4, Google Tag Manager and Looker Studio, but I\u2019m not an ads expert \u2013 you are.\u00a0<\/p>\n<p>The examples I\u2019ve shared come from my experience, but they\u2019re just the beginning. <\/p>\n<p>I encourage you to get creative, explore the data your GA4 property collects and experiment with the available options. The possibilities are truly endless!<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Optimizing your Performance Max campaigns with Google Ads, GA4 data<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Brie E. Anderson\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Brie-E.-Anderson.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Brie-E.-Anderson.jpg.webp\" alt=\"Brie E. Anderson\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Brie E. Anderson<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\"><\/div>\n<p>\t\t\t\t\t\tBrie E. Anderson is a digital marketing analyst, strategist, and founder of BEAST Analytics. She helps businesses increase their ROI through data-driven strategy. With over a decade of experience in digital marketing, she&#8217;s known for transforming complex analytics into actionable insights. As an international speaker and educator, she&#8217;s passionate about making analytics accessible and helping organizations make better data-informed decisions.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/how-to-leverage-google-analytics-4-and-google-ads-for-better-audience-targeting-448442\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success. Audiences and targeting are the foundation of a successful PPC campaign, and Google Analytics 4 (GA4) makes it easier than ever to segment your users effectively. Before diving in, ensure that:\u00a0 Your GA4 and Google Ads&#8230;<\/p>\n","protected":false},"author":1,"featured_media":644765,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/How-to-leverage-Google-Analytics-4-and-Google-Ads-for-better-audience-targeting-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,133415,107942],"class_list":["post-644764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-google-analytics","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=644764"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644764\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/644765"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=644764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=644764"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=644764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}