This article is about Universal Analytics properties, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties). If you haven't already, start using a Google Analytics 4 property.

Create and manage Remarketing Audiences for Display & Video 360

This feature is only available in Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.
In this article:

Create a Remarketing Audience

To create a Remarketing Audience:

You can also create and share audiences with the Management API.
  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 in your remarketing campaign. Any users filtered from the view that you select will also be filtered from the Remarketing Audience.
  6. In the Sharing menu, select the advertising account in which you want to use the Remarketing Audience. You cannot change this selection once you have saved the Remarketing 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.
      • New Users: Any user who has conducted only one session on your site.
      • Returning Users: Any users who has conducted at least one session on your site.
      • 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 Creating a new audience definition below.
    • Import a Segment. Read Importing 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 7 days of traffic.

    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. This is the number of days that users who meet these criteria are eligible to be served remarketing ads.
  10. Enter a name for your remarketing audience.
  11. Click Save.


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.


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 your Analytics account.
  2. Select the Admin tab and navigate to the account and 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 Audience source, Audience definition, or Audience destinations.

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.

Was this helpful?
How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Center