GA4 Audiences and Segments: Complete Guide

Understanding Audiences in GA4

Audiences are groups of users who share common attributes or behaviors. They're essential for analysis and marketing activation.

Predefined Audiences

GA4 includes several pre-built audiences like "Purchasers," "All Users," and "Recent Active Users." These provide a starting point for segmentation.

Creating Custom Audiences

Build audiences based on dimensions, metrics, and events. Combine multiple conditions to create precise user segments.

Audience Triggers

Set up audiences that trigger when users meet specific conditions. Use these for remarketing and personalization.

Audience Use Cases

Marketing: Create remarketing lists for Google Ads and other platforms.

Analysis: Compare behavior across different user segments.

Personalization: Deliver targeted content to specific audiences.

Segments vs Audiences

Segments are used for analysis in Explore reports. Audiences can be exported to advertising platforms.

Best Practices

• Start with broad audiences and refine over time
• Use descriptive names for easy identification
• Regularly review and update audience definitions
• Test audience size before using in campaigns