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Set up an audience source

Audience sources is where you add first-party data sources to your account using the new AdWords experience. These first-party party data sources can be used to create remarketing lists and reach people who've visited your website, used your app, watched your video, or shared their information with you.

This article explains how to set up audience sources.

Benefits

  • Set up or link audience sources to unlock the power of remarketing
  • Manage, monitor, and troubleshoot your audience sources
  • View the tag hits, active parameters, and audience lists created from each audience source

Choose an audience source

Most audience sources require you to link your AdWords account with the source’s account. Follow the instructions below to set up a new audience source in your AdWords account.

AdWords tag

Collect data for your remarketing lists and conversion tracking by adding the AdWords tag to your website.

Instructions

  1. Click the tool icon  in the top right corner of your screen.
  2. Under "Shared library" click Audience manager.
  3. From the page menu on the left click Audience sources.
  4. In the AdWords tag card, click Set up tag.
    1. If you already set up an AdWords tag, you can edit the tag by clicking the 3-dot menu and then Edit.
  5. Decide what data your tag should collect:
    1. “Collect standard data available from this data source” collects general website visit data.
    2. “Collect specific attributes or parameters to personalize ads” tailors your ads based on user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity on your site or app.
  6. Select the general parameters you'd like to track
  7. If you selected “Collect standard data available from this data source” move on to step 9.
  8. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Select a business type. 
      • Business type is used to tell your tags to collect information about activity on your website that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Select the business type parameters you'd like to track.
  9. Click Create and continue
  10. Install the global site tag and AdWords event snippet in the <head> section of your HTML pages. Learn more about the Changes to the AdWords remarketing tag.
    1. You can either:
      • Copy the code
      • Use Tag Manager
      • Download the tag
      • Email the tag to your webmaster
    2. Read Tag your site for remarketing for step by step instructions.  
  11. Click Done.

Google Analytics

View website statistics, track conversions, and bring over your Analytics remarketing audiences.

Before you begin

Make you sure you have the necessary permissions to see the views in your Google Analytics property. If you need to request permission, learn how at User management.

You’ll need to link your Google Analytics account with your AdWords account. Learn more at Link Google Analytics and AdWords.

Instructions

  1. Click the tool icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. From the page menu on the left click Audience sources.
  4. In the Google Analytics card click Set up.
  5. Decide what data this source should collect:
    1. “Collect standard data available from this data source” collects general website visit data.
    2. “Collect specific attributes or parameters to personalize ads” tailors your ads based on user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity.
  6. If you selected “Collect standard data available from this data source”:
    1. Click on the Analytics view which has the Dynamic Attribute data.
    2. Continue to step 8.
  7. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Choose a business type. 
      • Business types tell your tags to collect information about activity on your website that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Click on the Analytics view which has the Dynamic Attribute data.
    3. Select the attributes and their associated dimensions you want to track. These attributes tell Analytics to send AdWords information about activity on your website that's specific to the content your customers view.
      • Check the box next to the attribute you’ve selected.
      • Click the drop-down arrow next to “Select dimension”.
      • Choose a predefined dimension, or create your own.
  8. Click Create and continue

YouTube

Remarket to people who engage with your YouTube channel, track what people do after watching video ads, and drive clicks with call-to-action overlays.

Learn how to Link YouTube channels with AdWords.

Play

Create remarketing lists based on current app users and track in-app purchases as conversions to see which ads drive action.

Learn how to Link Google Play and AdWords.

App analytics

Link a third-party app analytics provider or your own software development kit (SDK) to your AdWords account.

Instructions

  1. Click the tool icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. From the page menu on the left click Audience sources.
  4. In the App analytics card, click Set up.
  5. Decide what data your source should collect:
    1. “Collect standard data available from this data source” collects general website visit data.
    2. “Collect specific attributes or parameters to personalize ads” tailors your ads based on a feed and user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity.
  6. Decide if you want to “Include the user ID parameter in the tag”. If so, check the box. If not, leave it unchecked.
    1. If your website has a user login, this parameter will collect the user IDs of people on your remarketing list so you can show more targeted ads 
  7. If you selected “Collect standard data available from this data source” move on to step 9.
  8. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Choose a business type. 
      • Business type is used to tell your tag to collect information about activity on your website or app that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Select the parameters you want to track.
  9. Click Create and continue.
  10. Install an SDK. 
    1. See the Dynamic remarketing for apps set up guide for more detailed instructions.
  11. Create a feed for ad personalization (if you selected “Collect specific attributes or parameters to personalize ads”).

Customer data

Use marketing data to reach your customers as they browse across Google's properties like Google Search, YouTube, or Gmail. Learn more at Upload data files and manage your Customer Match audiences.

Instructions

  1. Click the tool icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. From the Page Menu on the left click Audience lists.
  4. Click the plus button  to create a new audience list.
  5. Choose “Customer list”.
  6. Choose whether to upload customer data in a plain text data file or a hashed data file.
    1. If you choose plain text, the private customer data in your file will be hashed on your computer using the SHA256 algorithm before it’s sent securely to Google's servers. 
    2. If you choose to hash your data, make sure it meets the requirements described in the Data file upload requirements section of this article. 
  7. Choose your file.
  8. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies
  9. Set a membership duration. The default is unlimited, but you can set a custom time limit.
  10. Click Save.
  11. You can view the progress of uploading your data file under "Audience Lists". This process may take take up to 48 hours to complete.
     

Related links

About linking Google Analytics and AdWords
About Audience manager
About Audience insights

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