[GA4] Set up a demographic audience

Follow these instructions to create an audience based on age and gender.

Watch a short video (00:49) to see how to to create an audience based on age and gender in Google Analytics.

 

Set up a demographic audience

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Before you begin

To create the audience you need to:

• Have the necessary role for the property in which you want to create the audience
• Activate Google Signals for the Analytics property

Create the audience

1. In Admin, under Data display, click Audiences.
   Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be a Marketer or above at the property level to create an audience in GA4.
2. Click New audience.
3. Under Suggested Audiences, go to Templates and select Demographics.

   

4. Next to Age, go to + Add filter.
5. Select the age groups you want and click Apply.

   

6. Next to Gender, go to + Add filter.
7. Under Condition, change the selector to is one of.

   

8. Select the gender you want and click Apply.

   

9. Replace Untitled audience with your audience name and click Save.

   

10. Your new audience appears at the top of the management table.

    

Use the audience in Google Ads

To use the audience in Google Ads you need to:

• Activate Google Signals and/or set up user-provided data collection for the Analytics property
• Link your Google Ads and Analytics accounts and enable personalized advertising