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The instructions in this help article may be affected by recent changes in the Analytics user interface. See this blog post for details. Help center updates are coming soon.

Create and edit remarketing audiences

You can use preconfigured audiences that the Analytics team has developed to cover many of your use cases, you can create new audiences from scratch, and you can import any of your existing segments to use as the basis for new audiences. Once you've developed an audience, it becomes available in the ad account you select, and you can put it to work right away as part of a remarketing campaign.

In this article:

Create a remarketing audience

There is a limit of 2000 Remarketing Audiences per property.

To create a remarketing audience:

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the property in which you want to create the audience.
  3. In the Property column, click Audience Definitions, then click Audiences.
  4. Click + New Audience.
    Remarketing audience setup Step 1: Link Configuration
  5. In the View menu, select a view that includes the users to whom you want to show ads via your remarketing campaign. Any users filtered from the view that you select will also be filtered from the remarketing audience.
  6. In the Destination account menu, select the advertising account in which you want to use the remarketing audience. Destinations include Google search and display advertising (like AdWords Display, AdWords RLSA, DoubleClick Bid Manager), and services like Google Optimize in which you use audiences for experimentation or personalization. If you have an AdWords My Client Center (MCC) account, that is also included as part of AdWords eligibility. If your audience includes Age, Gender, or any of the Interest dimensions, you can use that audience only with AdWords Display.

    You cannot change this selection once you have saved the audience.
  7. Click Next step.
    Remarketing audience setup Step 2: Define Audience
  8. Define your audience. You can:
    • Choose from preconfigured audience definitions:
      • Smart List: Let Google manage the audience for you.
      • All Users: All users to your site or app who already have the necessary advertising cookies or mobile-advertising IDs.
      • New Users: Any users who have conducted only one session on your site or app.
      • Returning Users: Any users who have conducted more than one session on your site or app.
      • Users who visited a specific section of my site/app: Click the edit icon, and enter the URL of a page or directory on your site, or a screen in your app. This option uses the contains match type, and matches any URL that contains the string you enter here.

        If there are more than 1000 page/screen URLs for your site/app, then Analytics displays matches as you enter text only if matches are found within the first 1000 URLs. If there are no matches in the first 1000 URLs, then Analytics displays nothing. In this case, you can copy and paste the URL from a browser, or from some other source of URLs like a spreadsheet.
      • Users who completed a goal conversion: Click the edit icon, and select a goal from the menu. This option requires that you have previously configured Analytics Goals.
      • Users who completed a transaction: This is already configured to include any user with more than zero transactions.
    • Create a new audience definition. Read Create a new audience definition below.
    • Import a segment. Read Import a segment below.

    Regardless of the method you choose to create your audience, you can see an estimate of your audience size under Users over last 7 days. This value is determined by the number of users who have met your conditions for that time period. This is only an estimate of how many future users will meet your criteria based on the previous seven days of traffic.

    In most cases, the number of users on an AdWords remarketing list will be lower than the total number of users for your site or app since many of your users will not already have the necessary advertising cookies or mobile-advertising IDs. For example, compare the size of your All Users remarketing list to the Analytics Users metric in the Audience Overview report to see the difference.

    You may also notice a difference in size between AdWords remarketing lists used for Display and lists used for Remarketing Lists for Search Ads (RLSA) even when they're based on the same audience. Display lists can accumulate more users for the following reasons:
    • Display lists can include users in the Age, Gender, and Interests dimensions while the RLSA lists cannot.
    • Due to privacy reasons, if you're adding users to your lists based on data sent to Analytics via Measurement Protocol, then Analytics has a 10-day window to add users to Display lists versus a 6-hour window to add users to RLSA lists (learn more).

    Keep in mind that unless you have manually configured sampling via sampleRate (analytics.js) or setSampleRate (ga.js) (enforcing sampling before data is sent to Analytics), Analytics sampling has no effect on the number of users eligible for your remarketing audiences. Analytics sampling can affect the estimate of an audience size, but not the audience itself.
     
  9. Set the Membership duration for your audience from 1 to 540. This is the number of days that users who meet these criteria are eligible to be served remarketing ads.
  10. If your audience includes a user-based filter, you have the option to set a value for Lookback days. This value defines the time frame during which users must meet your audience criteria in order to be eligible for addition to the audience. For example, if your filters include users from Central Asia, and Transactions Greater than 2, and you set the look-back window to 14 days, then any user from Central Asia whose cumulative transactions exceed 2 during the last 14 days is eligible to be added to the audience. Those users must initiate new sessions on your site after you create the audience in order for them to be added to the audience.
  11. Eligibility: Eligibility shows the destinations to which you can publish this audience based on its definition. Destinations include Google search and display advertising (like AdWords Display, AdWords RLSA, DoubleClick Bid Manager), and services like Google Optimize in which you use audiences for experimentation or personalization. If you have an AdWords My Client Center (MCC) account, that is also included as part of AdWords eligibility.

    If your audience includes Age, Gender, or any of the Interest dimensions, you can use that audience only with AdWords Display.
  12. Enter a name for your remarketing audience.
  13. Click Save.

When you create a new remarketing audience, Analytics populates the list with up to 10 days of data so that you can use the list right away. If you have fewer than 10 days of data available, then Analytics uses the data you have.

 

Create a new audience definition

If you don't want to use a recommended audience, click Create New to create a new audience based on a segment you define. See Remarketing audience examples.

Audience Builder, no filters defined

When you finish configuring your audience, click Apply.

Audience definition

If your audience definition has an Exclude condition, an additional check box appears, and you have the option to permanently or temporarily remove users from that audience. Learn more

Learn more about how filters are evaluated.

 

Import a segment

You can import a segment to use as the basis for your audience. When you're defining an audience, click Import Segment, and then choose from the segments that are available in the current property.

Import Segment option

 

Edit a remarketing audience

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the property in which you want to edit the audience.
  3. In the PROPERTY column, click Remarketing > Audiences.
  4. In the list of existing audiences, click the name of the audience you want to edit.
    Remarketing audience setup, Edit options
  5. Click Edit for either Link Configuration or Define Audience. You can edit any aspect of the list except the advertising account with which it is shared.

If you edit the definition of an existing audience, new users are added to the audience based on the new definition. Existing users who were added based on the previous definition remain in the audience until their membership duration expires.

 

Create and edit remarketing audiences with the Management API

The Google Analytics Management API gives you programmatic options to create and edit remarketing audiences. Learn more

 

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