About Google Analytics audience builder

Google Analytics audience builder allows you to create new Google Analytics audiences directly within your Google Ads account. You can do this either in Audience manager or when you create a campaign.

New Google Analytics audiences created through the Google Analytics audience builder in Google Ads will be automatically shared with all linked accounts with “ads personalization” enabled.

In this article you'll learn how to create a Google Analytics audience with your linked Google Ads account.

On this page

• Before you begin
• Create a Google Analytics segment for a new campaign
• Create a Google Analytics audience in Audience manager

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Before you begin

Begin you begin, make sure to link your Google Analytics 4 account with your Google Ads account. You’ll need a Google Account that has the following permissions:

• In Google Ads, the Google Account needs administrative access to a Google Ads account or a Google Ads manager account. Also, set up auto-tagging in the Google Ads account.
• The Google Ads Account needs at least “Marketer” user access permissions level in the corresponding Google Analytics property Google Ads linking configuration. If you can't edit or create Analytics Audiences within your Google Ads account, your account may not have sufficient permissions.

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Create a Google Analytics segment for a new campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the plus button , and then click New campaign.
5. Choose your objective and select your campaign type, then click Continue.
6. While creating the campaign, on the “Audience” card click Add an audience.
7. Click + New Audience in the new window.
8. Click on the search bar of the “Your data” section, and click + Your data.
9. Under the “Segment types powered by other products” select Google Analytics segments.
10. Scroll down and click on the search bar under “Select a Google Analytics property”.
11. You can view all the Google Analytics properties listed in the drop-down menu.
    • If the desired Google Analytics property isn’t linked:
      1. In the drop-down menu, click Link new property.
      2. In the new window, select a Google Analytics property you want to link, and click Next.
      3. Switch the toggle on for all the data you want to share with Google Ads, and click Link.
      4. When your property is linked, click Done.
    • If the desired property isn’t enabled:
      1. Click on the listed property.
      2. Click Manage settings.
      3. Switch the toggle on for “Import Google Analytics audiences”, and click Save changes.
    • If you doesn’t have permission to create audience for the desired property:
      1. Click on the listed property.
      2. Click Request access to ask the property owner for permission.
      3. You’ll receive an email when your request is approved.
12. Select the desired Google Analytics linked property and click Continue.
13. You’ll receive a notification confirming creation of your new audience, then click Done.
14. On the “New audience” window, click Save Audience and resume to campaign creation.

Note: You can hover on the selected audience, and click “View definition” to review the selected audience.

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Create a Google Analytics audience in Audience manager

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Audience manager.
4. In the “Your data segments” tab, click plus button and from the drop-down list, click + Google Analytics segments.
5. Search for the Google Analytics linked property and click Continue.
6. In the “Build new audience” window, click Create a custom audience in the “Start from scratch” section.
7. Create an audience as per your requirement and click Save and publish.
8. You’ll receive a notification confirming creation of your new audience, then click Done.

Note: If the number of audiences in the Google Analytics property has reached the limit, you'll be notified, and won't be able to create a new audience.

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Related links

• Switch to Google Analytics 4 key events
• Best practices to mitigate performance fluctuation due to changes in key event settings
• How automatically created GA4 properties impact your Google Ads account