Audiences let you segment your users in the ways that are important to your business. You can segment by event (e.g., session_start or level_up) and by user property (e.g., Age, Gender, Language), and combine events, parameters, and properties to include practically any subset of users.

Use audiences to:

As Firebase gets new data about users, their audience memberships are reevaluated to ensure they still meet the audience criteria. If the latest data indicate they no longer meet the criteria, they are removed from those audiences.

If you link your project to Google Ads (Project Settings > Integrations), then your audiences are available in your shared library in Google Ads, and you can use them in your ad campaigns. You can remarket to existing or previous users, and you can create similar audiences to prospect for new users.

In this article:

Management table

The table lists your audiences: both predefined and ones you have customized. The following audiences are predefined:

  • All users: Users who have ever launched your app.
  • Purchasers: Users who have completed an in-app purchase or ecommerce purchase.

Click an audience in the table to see a detailed report for that audience. Click action menu at the far right to duplicate, edit, delete, or apply the audience to your dashboard.

The user metrics in this report count users who were active during the date range you're using for the report.

Create an audience

You create an audience by selecting criteria that reference the platform and property, and any of the user properties and events (along with any of their parameters) collected from the app. Once created, an audience accumulates users who meet the specified criteria from that point onward. You can create up to 50 audiences per project.

Version 5.2.0 of the Firebase Analytics framework is required to use the full set of audience capabilities on iOS.

To create a new audience:

  1. In Analytics, navigate to your app.
  2. Click Audiences.
  3. Click NEW AUDIENCE.
  4. Enter a name and description for the audience. This name and description will allow you to identify the audience in the management table.
  5. Click Select Stream, Event, or User Property to choose the data on which the audience is based. The available choices are:
    • Platform: Web, Android, or iOS
    • Stream: the specific app from which you're collecting data (e.g., myAndroidApp)
    • Event: the events triggered in your app
    • User Property: any of the user properties you've set
    • Source: the origin of traffic to your app
    • Medium: the means by which traffic arrived from the source (e.g., organic search, cpc)
    • Campaign: the campaign responsible for traffic
  6. Create one or more conditions that define who should be included in this audience.

    Conditions support time-windowed metrics. For example: in_app_purchase Count greater than 5 in any 7 day period

    Select the in any N day period option to use a time-windowed count vs. a cumulative count.

    If your audience is based on user properties, you can select At any point to have a user included if the condition was ever true for that user. Otherwise, the user is only included if the condition is currently true.

    Combine multiple conditions with OR or AND.
  7. Click ADD EXCLUDE GROUP to create a condition that excludes specific users.
    Users are first evaluated by INCLUDE conditions, and then any EXCLUDE conditions. If they meet the EXCLUDE conditions, they are not added to the audience.
  8. Membership duration: Enter the number of days that users remain in the audience (1 - 540).

    Select Set to maximum limit to use the maximum duration in systems that allow for more than 540 days (e.g., Google Analytics, Firebase Cloud Messaging).

    Each time a user engages in behavior that meets the criteria for being included in the audience, then that user's membership duration is reset to the full value of this option.
  9. Click Create to save your conditions and create the audience.

An audience accumulates users who meet the specified criteria from the point of creation onward by virtue of the events that their devices log. When defining new audiences, it may take some time for the lists to populate. Before targeting an audience in Cloud Messaging or Remote Config, be sure to check the number of users in your audience to see if it meets expectations.

Note that audience size will typically be different from remarketing-list size. This is usually because tracking IDs can't be sent to Google Ads remarketing lists until Google Ads accounts are linked.

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