About audience customer types

Audience customer types are a way to label your first-party audience lists based on their relationship to your business. This helps Google AI understand how your customers interact with your brand which helps drive better outcomes for your marketing campaigns.

There are 3 main types of first-party audience lists:

• Customer lists: These lists include customers who have purchased from your business, signed up for your email list, or otherwise engaged with your brand.
• Web visitor lists: These lists include customers who have visited your website, even if they haven't purchased anything.
• App user lists: These lists include customers who have used your mobile app.

After you’ve added customer types to your audience lists, you can use them to guide your marketing campaigns more effectively. For example, you can create a campaign that reaches people who have visited your website but haven't purchased yet.

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How customer types work

Audience customer type is a label that you can assign to an audience list to help Google understand what stage of the customer lifecycle the customers in your audience list are at. This feature can be helpful for optimizing your campaigns towards specific types of customers.

Common audience customer types:

• All Customers
• Purchasers
• High Value Customers
• Disengaged Customers
• Qualified Leads
• Converted Leads
• Paid Subscribers
• Loyalty Sign Ups
• Cart Abandoners

The labels you apply to your audiences are used to determine which customer segments should be used in customer lifecycle goals, for example:

• New customer value mode: Campaigns optimized to bid higher for new customers use the customers in your "Purchasers" list to identify which customers are new vs. existing.
• High-value new customer mode: Campaigns optimized to bid higher for high-value use your “High Value Customers” list to predict which new customers are most likely to drive a high lifetime value for your business.
• Customer win-back mode: Campaigns optimized to reengage lapsed customers use your “Disengaged Customers” list to bid higher for customers that haven’t recently engaged with your business.
• High-value customer win-back mode: Campaigns optimized to reengage high-value lapsed customers use your “Disengaged Customers” list and “High Value Customers” list to bid higher for lapsed customers who have a high predicted lifetime value.

Note: When you set up a lifecycle goal, the audiences you add will automatically be labeled with the relevant customer type. For example, when you set up the new customer acquisition goal, any audiences you add to your New Customer Value Mode or New Customer Only Mode configuration will automatically be labeled as “Purchasers”.

Google Ads continuously evolves to support more customer lifecycle goals. Labeling audience types will become increasingly important for meeting your marketing objectives as we expand the lifecycle goal portfolio.

Beyond optimization, customer types help organize and analyze your audiences effectively.

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Google Analytics audience customer types

When Google Analytics is linked to Google Ads, an Ads link is present with Personalization turned on and your Google Analytics audiences are exported to Google Ads. Google Analytics audiences become available in the Audience Manager for use in Google Ads.

You can manually label your Google Analytics audiences in Google Ads with any customer type to guide campaign optimization.

Additionally, specific types of Google Analytics audiences will automatically be labeled with the relevant customer type in Google Ads, as follows:

Google Analytics audience	Google Ads customer type
Purchasers	Purchasers
Cart Abandoners	Cart Abandoners
Checkout Starters	Cart Abandoners

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Instructions

To apply customer types to your audience lists, follow the instructions below. Make sure you’re signed in to the account that owns your audience lists. For example, if your audience lists are owned by your manager account, you would need to be signed in to your manager account to make these changes.

Note: You can only set, view, or edit customer types for first-party audiences.

How to set customer types

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. From the menu at the top, select the Your data segments page.
5. Select a customer list to associate with your customer type.
6. Click the Customer type drop-down menu and then select a customer type that appears. You can also search for the customer type you want to apply for.
7. Click Apply.

How to view or remove customer types

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. From the menu at the top, select the Your data segments page.
5. Select the checkbox for the audience list you want to edit.
6. Click the “Edit” drop-down menu in the blue bar.
7. Click Remove.