This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Enable remarketing with Google Analytics data

About remarketing

Remarketing lets you re-engage users based on their behavior in your app or on your site. When users fit the behavioral profile for an audience (for example, Reached Level 9), they are added to that audience and are eligible to see ads related to that earlier behavior.

You can create audiences in your Google Analytics 4 properties from any combination of dimensions, metrics, and events (for example, Android users who triggered in_app_purchase events).

Analytics also automatically creates two audiences:

  • Purchasers: Users who have purchased an app, made an in-app purchase, or made a website purchase
  • All users: Users who have installed your app or initiated sessions on your website

When you link Analytics to your Google Ads accounts and enable personalized advertising, any audiences you create in Analytics are automatically exported to those accounts and become available for remarketing on the Google Search Network, Google Display Network, and YouTube.

When your data includes user IDs, any audience you create can include only the users associated with those IDs. When you export an audience based on user IDs to your linked Google Ads accounts, the audience will reflect only the last device on which a user ID was observed, and personalized ads will be displayed only on those devices.

Enable Google Ads remarketing

To enable remarketing in Google Ads with lists based on Analytics audiences you create in your Google Analytics 4 properties:

If you link your Google Analytics 4 property to a Google Ads Manager account, then all of those managed accounts also have access to your audiences.

If you unlink Analytics and Google Ads, ad groups that are targeting remarketing lists based on Analytics audiences will stop running.

The configuration of an audience is controlled within an Analytics property. Google Ads users cannot make changes to an audience that forms the basis of a remarketing list.

Learn more about Google Ads remarketing using Google Analytics 4 / Firebase data.

Set up Google Ads Dynamic Remarketing

Dynamic remarketing for website visitors is not yet available in Google Analytics 4 properties.

Dynamic remarketing lets you show your app users ads relevant to the specific products and services they viewed. Setting up dynamic remarketing for your app involves three steps:

  1. Make sure you enable Google Ads remarketing per the instructions above.
  2. Implement the recommended events for your business type.
  3. Link your Google Ads and Analytics accounts. (Note: you must share conversion event data from both Analytics and Google Ads.)
  4. Configure how your app sends attribution events.

Ads-personalization settings

You can, at any time, disable ads personalization for data collected from any Google Analytics 4 property. Learn More

Related resources

Use Google Ads Remarketing to reach people who visited your site or app.

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